{"id":17363,"date":"2024-08-27T09:00:00","date_gmt":"2024-08-27T08:00:00","guid":{"rendered":"https:\/\/www.systra.com\/uk\/?post_type=expert_insights&#038;p=17363"},"modified":"2024-08-28T10:49:06","modified_gmt":"2024-08-28T09:49:06","slug":"encouraging-more-young-people-to-get-on-board","status":"publish","type":"expert_insights","link":"https:\/\/www.systra.com\/uk\/expert_insights\/encouraging-more-young-people-to-get-on-board\/","title":{"rendered":"Generation Rail &#8211; Encouraging more young people to get on board"},"content":{"rendered":"\n<p class=\"has-light-eggplant-color has-text-color has-link-color has-medium-font-size wp-elements-a7273595ea51911c0a5d01b1f78fb01e\"><strong>SYSTRA UK &amp; Ireland\u2019s Chris Pownall, Business Development Director, reviews FirstGroup\u2019s latest report Generation Rail on how the rail sector must adapt to changing lifestyle demands from younger people.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>FirstGroup believes there is an enormous opportunity for rail to grow its market share of young people using the train and, in turn help deliver sustainable growth.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In July, at London\u2019s <a href=\"https:\/\/www.ltmuseum.co.uk\/\" target=\"_blank\" rel=\"noreferrer noopener\">Transport Museum, Covent Garden<\/a>, FirstGroup launched its <a href=\"https:\/\/www.firstgroupplc.com\/~\/media\/Files\/F\/Firstgroup-Plc\/documents\/first-rail-generation-rail-report-0724-digital-spreads.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Generation Rail<\/a> report &#8211; an initiative to encourage more 16 to 25-year-olds to travel by rail.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The \u2018Generation Rail\u2019 study was undertaken for FirstGroup by Field Research and specifically investigates 16-25-years-olds\u2019 attitudes and preferences towards rail travel, and the potential barriers to making more use of rail services.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The name of the report aptly reflects FirstGroup\u2019s aspiration to nurture a new generation that place rail at the centre of their travel needs, in contrast to previous generations whose travel behaviour revolved around the car. With just 25% of 17 to 20-year-olds holding a driving licence, and one in four saying they have no interest in driving a car, FirstGroup is convinced this age group holds the key to growing rail passenger demand \u2013 now at 90% of pre-Covid levels \u2013 to higher levels than ever before.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The report identifies three principles of success for this younger cohort:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Reliable trains<\/strong>; trains that run on time and in line with the timetable. This was the most fundamental principle and underpins wider perception.<\/li>\n\n\n\n<li><strong>Value for money<\/strong>; while affordability is key, participants also indicated that they were willing to pay more for better service, especially when comparing with other modes of transport.<\/li>\n\n\n\n<li><strong>Consistent service offer<\/strong>; knowing what they will find when using the train, and the availability of amenities, especially, toilets and Wi-Fi on longer journeys.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>At a headline level these findings are reassuringly predictable, but digging into the detail was insightful. For example, respondents cited not being able to trust rail as a means of attending evening events, for fear that the last train would be delayed or cancelled. A \u2018last train guarantee\u2019 was suggested as a key intervention that could improve confidence.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"645\" src=\"https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-1024x645.png\" alt=\"\" class=\"wp-image-17375\" style=\"width:750px;height:auto\" srcset=\"https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-1024x645.png 1024w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-300x189.png 300w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-768x484.png 768w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-1536x968.png 1536w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-2048x1291.png 2048w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-474x299.png 474w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-1700x1071.png 1700w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-1352x852.png 1352w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-800x504.png 800w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-180x113.png 180w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-153x96.png 153w, https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2024\/08\/encouraging-more-young-people-to-get-on-board-image-within-insight-230x145.png 230w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Participants who did drive also pointed to the availability of Sat Nav\/traffic apps as a means of being able to take control and avoid delays, in a way that you can\u2019t on rail.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Value for money perceptions were closely linked to reliability, with fares deemed too expensive for the level of service they were currently getting. Some participants indicated they would be willing to pay more for a service they could rely on and where at-station and onboard services were of a high standard. In comparing with other modes, rail still has the disadvantage that respondents do not perceive the full cost of travelling by car, ignoring aspects such as insurance, maintenance and road tax when weighing up the comparative cost of a journey.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The consistency issue focused heavily around trains themselves. Respondents felt unsure when booking what services would be available on board their train, and often felt anxious about trains not having working toilets, Wi-Fi, sockets, tables, catering or being short of carriages. A more consistent baseline specification for new trains was put forward as a way to address some of these uncertainties. With respect to stations, accessibility and safety were identified as key issues, with more visible staff presence being put forward as key to addressing both concerns.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Interestingly, the report \u2018myth-busts\u2019 a perception that environmental concerns are driving this group\u2019s travel choices: it was evident this was very much second to core issues such as convenience and affordability.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The following four recommendations were made in the report:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Enhancing railcard benefits<\/strong> such as unlocking \u2018superfare-style\u2019 offers.<\/li>\n\n\n\n<li><strong>\u2018Last train timetabling\u2019<\/strong> that protects the time of the last train home.<\/li>\n\n\n\n<li><strong>Improve Wi-Fi connectivity and amenities<\/strong> on all new trains.<\/li>\n\n\n\n<li><strong>Establish a young persons advisory panel<\/strong> to help shape the rail product.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Overall, the report didn\u2019t offer many big surprises, but offers valuable insight into what really matters to this crucial demographic for the future of rail travel. A useful read and hopefully one that all those like SYSTRA, who are shaping tomorrow\u2019s rail industry, pay close attention to.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em>Understanding the complex challenges and frustrations faced by public transport users and operators is what drives our experts at SYSTRA to find the most powerful solutions. Our Signature Teams provide expert advice to rail operators on every aspect of designing, developing and delivering an efficient, reliable and sustainable railway for everyone &#8211; from fares and ticket structures to investment decision-making and carbon reduction.<\/em><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group who-pattern-content-feed\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n    <div class=\"who-block-content-feed\">\n        \n\t\t<div class=\"tile tile--markets \">\n\t\t<figure class=\"tile__thumbnail\">\n\t\t\t<img decoding=\"async\" width=\"1024\" height=\"645\" src=\"https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2023\/05\/rail_header-1024x645.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"Cross Country train travelling over tunnelling work\" \/>\n\t\t\t<figcaption class=\"tile__content\">\n\t\t\t\t\t\t\t\t\t<ul class=\"tile__tag__wrapper\">\n\t\t\t\t\t\t<li class=\"tile__tag\">\n\t\t\t\t\t\t\tmarkets\t\t\t\t\t\t<\/li>\n\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t\t<h3 class=\"tile__title\" style=\"color:#fff !important\">Rail<\/h3>\n\n\t\t\t\t<a class=\"tile__link\" href=\"https:\/\/www.systra.com\/uk\/markets\/transport\/rail\/\">\n\t\t\t\t\tRead more\t\t\t\t\t<span class=\"screen-reader-text\"> sur Rail<\/span>\n\t\t\t\t<\/a>\n\t\t\t<\/figcaption>\n\t\t<\/figure>\n\t<\/div>\n    <\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n    <div class=\"who-block-content-feed\">\n        \n\t\t<div class=\"tile tile--services \">\n\t\t<figure class=\"tile__thumbnail\">\n\t\t\t<img decoding=\"async\" width=\"1024\" height=\"645\" src=\"https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2023\/06\/transport-service-quality-improvement-header-1024x645.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"\" \/>\n\t\t\t<figcaption class=\"tile__content\">\n\t\t\t\t\t\t\t\t\t<ul class=\"tile__tag__wrapper\">\n\t\t\t\t\t\t<li class=\"tile__tag\">\n\t\t\t\t\t\t\tservices\t\t\t\t\t\t<\/li>\n\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t\t<h3 class=\"tile__title\" style=\"color:#fff !important\">Transport Service Quality Improvement<\/h3>\n\n\t\t\t\t<a class=\"tile__link\" href=\"https:\/\/www.systra.com\/uk\/services\/transport-advisory\/transport-service-quality-improvement\/\">\n\t\t\t\t\tRead more\t\t\t\t\t<span class=\"screen-reader-text\"> sur Transport Service Quality Improvement<\/span>\n\t\t\t\t<\/a>\n\t\t\t<\/figcaption>\n\t\t<\/figure>\n\t<\/div>\n    <\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n    <div class=\"who-block-content-feed\">\n        \n\t\t<div class=\"tile tile--services \">\n\t\t<figure class=\"tile__thumbnail\">\n\t\t\t<img decoding=\"async\" width=\"1024\" height=\"645\" src=\"https:\/\/www.systra.com\/uk\/wp-content\/uploads\/sites\/11\/2023\/06\/fares-and-ticketing-strategy-header-1024x645.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"\" \/>\n\t\t\t<figcaption class=\"tile__content\">\n\t\t\t\t\t\t\t\t\t<ul class=\"tile__tag__wrapper\">\n\t\t\t\t\t\t<li class=\"tile__tag\">\n\t\t\t\t\t\t\tservices\t\t\t\t\t\t<\/li>\n\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t\t<h3 class=\"tile__title\" style=\"color:#fff !important\">Fares and Ticketing Strategy<\/h3>\n\n\t\t\t\t<a class=\"tile__link\" href=\"https:\/\/www.systra.com\/uk\/services\/transport-strategy\/fares-ticketing-strategy\/\">\n\t\t\t\t\tRead more\t\t\t\t\t<span class=\"screen-reader-text\"> sur Fares and Ticketing Strategy<\/span>\n\t\t\t\t<\/a>\n\t\t\t<\/figcaption>\n\t\t<\/figure>\n\t<\/div>\n    <\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:85px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-100\"><a class=\"wp-block-button__link has-dirty-purple-color has-pale-mauve-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/www.systra.com\/uk\/register\/join-our-community\/\">JOIN OUR COMMUNITY<\/a><\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"featured_media":17374,"template":"","type-insight":[958],"class_list":["post-17363","expert_insights","type-expert_insights","status-publish","has-post-thumbnail","hentry","type-insight-rail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Generation Rail - Encouraging more young people to get on board - SYSTRA UK<\/title>\n<meta name=\"description\" content=\"Chris Pownall, Business Development Director, reviews FirstGroup\u2019s latest report Generation Rail on how the rail sector must adapt to changing lifestyle demands from younger people.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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