Rail firms copy ‘frequent flier’ model to woo back travellers

RAIL firms are considering an airline-style points scheme for regular travellers in an attempt to “woo back” customers after the pandemic.

The proposal, used by the aviation industry for decades, would reward repeat passengers with special deals and free upgrades. The industry hopes to convince people to return to rail by investing in “making train travel a better experience”, with a greater focus on leisure travel.

Several firms are also considering adopting an extra class of travel to encourage people back to rail.

The proposals – under consideration by at least two major firms – would usher in an “economy plus” class of rail with more legroom and free hot drinks.

Other suggestions include investing in “reconfigurable” train carriages.

Operators could then remove seats between peak and off-peak journeys so that passengers would have more space to themselves at quieter times.

An industry source said: “The days of people wanting to crash into a cramped carriage are over. When we think about winning customers back the focus is on comfort and the overall experience.

“There’s a disconnect between how people feel about the safety of rail once they’ve been using trains, with those who stopped in March still quite fearful. That’s something that leisure travel can help to address.”

Data from passenger watchdog Transport Focus reveals that one quarter of people who have not used any mode of public transport in the past seven days said it’s because they don’t feel “safe” doing so.

Transport groups have urged the Government to consider flexible ticketing to encourage people back.