While much debate has focused on what passengers should want, relatively little attention has been given to what actually works

 
Rail is not always an affordable option

 
BY Anthony Smith

The way we buy train tickets in Britain is changing. With the government pressing ahead with rail reform, now is the time to ask: what do passengers actually want? At Independent Rail Retailers (IRR), we believe rail should be affordable, reliable, and easy to use – but are we there yet?

Meet Jane – a modern rail commuter. She travels from Fleet to Waterloo twice a week for work, with occasional long-distance trips for business or leisure. Like many others, she relies on her car for family trips because rail isn’t always the most convenient or affordable option.

“What I need from the railway is pretty simple,” Jane says. “Trains on time and a seat are the basics. Then better value for money tickets – rail travel has sometimes become pricey. Plus, make it easy to buy the ticket and give me good information before I travel, during the journey, and afterwards.” Passengers like Jane don’t just want change – they need it. And with rail reform on the table, there is a real opportunity to make it happen.

Independent rail retailers are passenger champions, constantly improving the ticket-buying experience

While much debate has focused on what passengers should want, little attention has been given to what actually works. Independent rail retailers are passenger champions, constantly improving the ticket-buying experience and finding new ways to encourage rail travel. From split ticketing, which helps passengers save money, to investing in barcode readers so tickets are easier to scan, independent retailers are driving real, practical improvements. They understand both what customers want and what the government needs – delivering better value, boosting rail usage, and supporting a more efficient, cost-effective rail industry.

But it doesn’t stop there, independent retailers already drive significant sales, with 95p of every pound going straight back to the government. By investing in technology, customer experience, and smarter ticketing, third party retailers are helping passengers find the best deals and making rail a more attractive option.

So how can we unlock more growth?

Modernising how passengers find and book the right ticket is key to unlocking growth. Allowing retailers to sell all ticket types, including pay-as-you-go, and ensuring fair commercial terms would attract new market entrants, boost sales, and improve the passenger experience – all through private investment, with no government funding required.

A fair and competitive market ensures both public and private operators can operate without barriers or discrimination

With simple, low-cost reforms, significant additional revenue could be generated over the next five years. This would fill empty seats, reduce congestion, and create a financially sustainable railway – one that benefits both passengers and taxpayers.

The government has committed to working alongside a “thriving private sector retail market, where all rail retailers can compete in an open and fair manner.” However, for the rail industry to truly grow, thrive, and boost revenue, independent retailers must be able to compete on equal terms.

A fair and competitive market ensures both public and private operators can operate without barriers or discrimination. Open competition is essential for attracting long-term investment, fostering innovation, and delivering the best value for passengers and taxpayers – while safeguarding against restrictive market practices.

By giving independent retailers the tools to sell smarter, fill trains efficiently, and optimise capacity, the industry can better meet passenger demand. When all retailers operate on equal terms, the entire rail network benefits – more seats filled, more people choosing rail, and a better experience for passengers.

This year marks the 200th anniversary of Britain’s invention of the railways. Let’s use this milestone to unlock real growth, drive innovation, and create a modern, thriving rail industry.

To find out more about the IRR, head to www.independentrailretailers.co.uk

 
ABOUT THE AUTHOR: Anthony Smith is the Chair of Independent Rail Retailers (IRR) previously served as CEO of Transport Focus, the independent watchdog for transport passengers and road users in Great Britain.

 
This story appears inside the latest issue of Passenger Transport.

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