Nutickets interviews the HRA’s chief executive Steve Oates

NUTICKETS, which has over 10 years of experience providing technology to visitor attractions interviews Steve Oates, chief executive of The Heritage Railway Association. In this seven-question interview, Steve sits down with Nutickets to talk about technology, visitor experiences and the future of heritage railways: Q: In recent years, how have heritage railways needed to adapt to keep up with visitor expectations and experience? A: Heritage railways have been adapting since the day the first volunteers started at the Talyllyn in 1951. It didn’t take long before heritage railways realised that visitors expected more than just a train ride and started offering refreshments, then souvenirs and so on. From that small acorn heritage rail has grown into a £600 million sector. What has changed is the speed at which they need to adapt now. Railways have diversified a lot to attract different customers recently. I think the current tough economic climate will increase the range of products heritage railways offer. Q: In what ways will the visitor experience change permanently due to new technology implemented in the era of Covid-19? A: The big shift we’ve seen has been in pre-booking For railways, that means they can better forecast demand. For visitors that means they’re more likely to get the seat they want, on the train they want. I think the process of pre-booking at home, probably on a mobile device, is what a good proportion of potential heritage railway visitors expect these days. It’s what they’re used to from other attractions. Q: What have railways been able to do to grow visitor numbers, particularly since the pandemic hit? A: Heritage railways were quick to adapt to the changes posed by coronavirus. For example, a lot of lines were able to make relatively small changes to offer passengers bookable compartments rather than just a seat. Many railways also slightly varied their offer, to make more of the outdoor space they had, or to link in better with some of the nearby walking opportunities for example. That’s encouraged visitors to stay longer on site and see more of the whole railway rather than just taking a straightforward train ride. Q: Nutickets recently partnered with the HRA. What role do you think technology partners play in supporting heritage railways? A: Having people who can provide expert advice on hand can only make the process better. Each railway is different, so they’ll be adapting to what their customers, and volunteers, want at a different pace. Q: Though we can see the digitisation of heritage railways through their activities, we tend to ignore that it also changed the way railway staff work. What are the most noticeable changes? A: Most railways have now adopted subtle ways, behind the scenes normally, to let digital reduce the burden. I can’t think of too many railways that don’t now use digital tools for their staff rostering, and I know lots that provide many elements of their training digitally. Q: Nutickets will be attending the HRA’s autumn conference next month. Why do you think it is so important for staff of heritage railways to meet with suppliers, and other HRA members? A: To me it’s about broadening horizons. Meeting with people who have approached challenges in different ways, or who bring experience from different backgrounds, is what makes events like the HRA conference essential to attend. Q: Lastly, what are your predictions for heritage railways over the next couple of years? A: I can see more challenges on the horizon. But heritage rail has some of the most innovative and resilient people you could find anywhere, so I’m pretty confident we’ll rise to them. I think we’ll see railways continue to diversify their offer so that they can offer more than just a train ride. We’re really close to some big anniversaries that give us the opportunity to do that well, and I’m really excited by what can be achieved. For more information,