The ticket. Insights from HS2 online panel. The ticket 1

Transcription

1 Insights from HS2 online panel 1

2 Task: When travelling on HS2, how would you want to purchase and have your ticket administered to you? Describe the journey you envisage from buying the ticket to receiving it. Some things to think about might include: The different channels for buying tickets: internet, mobile app, ticket machine, ticket booth. How you imagine paying: Near Field Communications, credit/debit card, PayPal, Google Wallet. How you receive the ticket, for example download to phone, paper ticket, maybe no ticket at all! Task 26, posted 31/10/2014 2

3 Purchasing tickets was seen as complicated and labour intensive. Station ticket machines were a source of frustration. Consumers want HS2 tickets to be seamless and simple but struggled to find a perfect solution. Many drew on technology they used in daily life: e-tickets stored on smartphones, QR codes, PayPal, pre-pay cards and contactless cards. The possibilities of technology were constrained by concern about battery life and levels of access to smart technology. The company I work for purchases my ticket online and I pick up my tickets at the station. It has always worked but the code is a bit of a pain - I need to have it recorded on my phone, I need my glasses, a credit card and there are often queues. It can be a bit of a faff. (Leisure, Nottingham, 41-50) Having to obtain tickets from machines is invariably a stressful process - I recently missed a long distance express train by less than a minute due to the ticket machine screen not being as touch sensitive as you would expect and certain characters when pressed not registering - talk about frustrating and stressful! (Leisure, Nottingham, 31-40) 3

4 Purchasing the ticket Passengers want as few steps as possible when buying a ticket. This could mean details and preferences saved for a quick checkout at home or intuitive ticket machines at stations with plenty of staff on hand to resolve issues quickly. In advance At the station ON-LINE MOBILE PHONE MACHINE STAFF Buy a ticket in a few steps Know my details for fast pay Pay by cards or PayPal Add extras (food, drink, book a seat request assistance) Via an App in advance Via Bluetooth at the station Intuitive, simple to use machines Staff on hand to help with any problems I would like to be able to buy a ticket through phone app or Internet. I would like too pay for it via credit card, maybe a system similar to Amazon where all your details are kept and you just press 'buy. (Business, Leeds, 61-70) 4

5 Receiving and using the ticket Mobile phones were seen as the main way to receive and use tickets. Some passengers wanted to pay with credit or debit cards at the barrier or use pre-pay cards like the London Underground Oyster Card. Others wanted to be ticketless. Despite all potential advancements in technology, some still desire paper ticket. E-ticket Instant pay No ticket MOBILE PHONE CONTACTLESS RETINA DISPLAY Main option for receiving and displaying tickets Some desire for cards to be used to board the train Cost of the ticket deducted directly at the barriers Smartcards that hold preloaded tickets or credit Some wanted no ticket Confirmation via retina or fingerprint scanning 5

6 Task: Ticket structure is a topic that s come up several times within previous tasks, and this week we would like you to think about this subject in a little more detail. We would love it if you could look at a wide range of ticketing options. For example, could be for different modes of transport or from a range of different train operators, and tell us which approach you would like HS2 to adopt. Using what you have observed, what ticket structure would you like to see HS2 use? Tell us important do s and don ts. What do you find confusing/easy? Tell us about how you feel about simple options with little choice vs lots of options with the ability to tailor things specifically for you. Is there such as thing as too much choice? Last week some of you told us that if different trains were used for different length journeys, you would be prepared to pay different ticket prices dependent on facilities on board, quality of the service and the distance travelled. How does this fit in with the ticket structure you would like to see HS2 adopt? Please be as visual as possible. Really bring this to life and be creative! Feel free to take screen shots, sketch out ideas or attach anything else you think will help us to better understand your vision. Posted 23/10/2015 6

7 Ticket structure for HS2 must be much simpler than current rail ticketing There is much frustration with understanding, purchasing and using tickets on the current rail network. Complicated Ticket Structure Inconsistent I find the amount of ticket options on offer to be thoroughly bewildering and I like to think that I am quite a switched on person who regularly travels by train I feel that all UK train companies currently are out to trick and deceive passengers with the ticketing structure! (Commuter, Manchester, 18-30) Deceptive Too many options Our panel hope that HS2 will create a simple and fair system. Option 1: One class for all - Everyone gets a high class service Option 2: Two classes Allow for the option of upgrading 7

8 Option 1: One class for all - Everyone gets a high class service Our panel debated whether there should be a difference in price between peak and off-peak Bill 1/peak Journey Length + Add-ons (for example, food and entertainment) Amount of time booked in advance Bill 2/off-peak Journey Length + Add-ons (for example, food and entertainment) Amount of time booked in advance = Ticket price = Ticket price Price = Journey length +/- Peak/Off peak (possibly) + *add-ons length of time booked in advance 8

9 Why this system? A very large proportion of the panel were in favour of a classless system for multiple reasons: There are always empty seats in first class there is no need for classes when quality will be high throughout it is an unnecessary complication there should be carriages for different purposes, not different classes. Advance: Early bookers should be rewarded NOT late bookers penalised. Add ons: Food, internet, special carriage, tech entertainment, further travel Journey Length: This is a fair measure to base price on. Peak/Off peak: There is uncertainty of whether price should alter on this. 9

10 Option 2: Two classes Allow for the option of upgrading 1 st Class Bill 1/ 1 st Class/peak Journey Length + Add-ons (for example, food and entertainment) Amount of time booked in advance = Ticket price Bill 2/ 1 st Class/off-peak Journey Length + Add-ons (for example, food and entertainment) Amount of time booked in advance = Ticket price Standard Class Bill 3/Standard Class/peak Journey Length + Add-ons (for example, food and entertainment) = Amount of time booked in advance Ticket price Bill 4/Standard Class/off-peak Journey Length + Add-ons (for example, food and entertainment) Amount of time booked in advance = Ticket price Price = Journey length + Class +/- Peak/Off peak + *Add-ons Length of time booked in advance 10

11 Why this system? Some people saw the need to create a more complex ticket structure: It can be nice treat to choose a first class area Advance: Early bookers should be rewarded NOT late bookers penalised Having rejected a full cattle class in the past, I m in favour of a less busy 1st class. When on board I do recognise my pampered desire for social segregation on occasion. (Leisure, London, 41-50) Add ons: Food, internet, special carriage, tech entertainment, further travel Journey Length: This is a fair measure to base price on Peak/Off peak: If peak and off peak prices were averaged out, it would make train travel unaffordable for some and benefit wealthier people only. 11 There has to be a balanced approach to ticket structures. It can t be so simplistic that it forces the basic/average price up beyond the pocket of the ordinary traveller. At the same time it shouldn t offer so many options that passengers feel daunted and thus give up searching for the best price option. (Business, Birmingham, 51-60)

12 E-tickets- Tickets bought online or at the station could be loaded onto the card instead of having to pick up tickets Oyster type style- Money is loaded onto a card and can be topped up or reimbursed if the full journey is not taken. Paper options for those who wish to Some people may not have the correct device, or just feel uncomfortable Distinctive ticket design Some felt that if the HS2 ticket was paper, then the design of the ticket itself should stand out Tickets should have all information on them: Platform, seat, time, price 12 I also think having smart tickets or accounts linked to the user which can be topped up or reimbursed (delayed journeys) like an Oyster card would be a good idea. (Business, Birmingham, 51-60) I know that some people prefer ticketless travel but I think this should only be one of the options. For example, my elderly mother really struggles with smartphones and likes the reassurance of a paper ticket. (Commuter, London, 41-50) I don't want a ticket the size of many cards I already have. I'd like the HS2 ticket to be shaped like a train, have a faint train picture in the background and have all the information I would need on one ticket. So it's a piece of art in itself. (Leisure, London, 41-50)

13 An ideal ticketing and booking system would Be flexible ability to change details after booking Reward frequent users (10 journeys for the price of 8) Be intuitive Be fair - If a discount for booking in advance is offered, then there should be a set percentage reduction for each day/week booked in advance Not random! Offer e-tickets and paper tickets Offer discounts for different groups young, old, frequent All tickets should include reserved seating One important message for HS2 to take away is. 13

14 THERE SHOULD BE JUST ONE PRICE REGARDLESS OF WHETHER CUSTOMERS BUY ONLINE, AT A TICKET OFFICE, ON AN APP, OVER THE PHONE OR ON A MACHINE. 14

15 Task: Is there such a thing as a standard ticket? What should be included? How many different price options would you expect there to be? Would you be willing to pay extra to sit in dedicated carriages for example a nochild carriage? Should the tickets be priced differently based on the type of train used? What add-ons would you like to be able to purchase? What would you be prepared to pay for these? Posted 08/11/

16 The panel understand a Standard Ticket to mean a ticket that offers high quality as its basic standard but at an accessible price There is a very high expectation of the service HS2 will be providing and it is key that the standard ticket reflects this; Guaranteed on-board comfort Helpful and proactive staff Transparent pricing A simple and intuitive ticketing system On-board and station facilities included within the price I'm under the impression that HS2 are all about excellence as standard. I would expect a standard ticket to include all the great HS2 features. Allocated seats, early booking options, good flexibility options for altering bookings. (Leisure, Leeds, 31-40) However the challenge is, calling it a standard ticket conveys that the price will be accessible to all 16

17 There are key features that are essential to be included in a standard ticket Included + Add-on Reserved seating Wi-Fi Luggage space Access to a drinks machine Clean interior Water Helpful staff Basic carriages e.g. quiet Business carriage Food Onward travel Higher levels of entertainment (for example, Netflix) Extra services for example, massage, doctors, dentist These should be reasonable prices! Plug sockets 17

18 Older trains with fewer facilities are not expected to cost as much There is a feeling that using different trains but charging the same price is unfair on the passenger. I do notice sometimes later trains (after 7.00) can be a bit cruddy! Less comfortable seats, cheap, dated livery, horrid toilets and poor lighting. It puts me in a low mood and to be honest a bit short- changed! (Business, London, 51-60) I always notice the different trains used by operators, such as the virgin Voyager and Pendalino trains- I often feel cheated when the standard of the train is reduced. (Business, Liverpool, 41-50) I definitely notice when transport companies run older trains/buses. The first thing I notice is the fabric of the chairs, the fuzzy chenille fabric on the older trains make me want to peel my skin off! (Leisure, Leeds, 31-40) Facilities should dictate price wouldn t expect to pay the same price for old rolling stock with poor facilities. I am expecting there to be only one train type on the HS2 network, apart from anything else passengers would know what to expect and not be disappointed by travelling in inferior rolling stock. (Business, Birmingham, 51-60) 18

19 Pricing options for the standard ticket Pricing options should be easy to understand without multiple variations for very similar choices The parts of the ticket structure most discussed were; Peak/Off peak Following the previous ticketing questions, the panel now appeared more open to peak and off-peak ticket price differences. Advance/on day Early bookers should be rewarded with cheaper tickets, but prices should not rocket for late bookers. Multi-buys/Carnet Tickets Passengers want to be rewarded for their frequent rail journeys they are taking. These fit into modern lifestyles more than season tickets. Add-ons such as food, entertainment and other services should be in prices of single figures. I would really prefer that tickets were always the same price on the day, the extra price of last minute tickets always make you feel exploited and held to ransom by the evil stuffed suits in their ivory towers. (Business, Liverpool, 41-50) 19

20 Task: If there were a more basic ticket, what would be included in this ticket? Would the price be dramatically different to a standard ticket? Is there a particular time of day when this option should / shouldn t be made available? Posted 06/11/

21 The majority of the panel felt that a basic ticket could go against the ethos of excellence that HS2 have Many understood a basic ticket to be standing, perching or less comfortable seating but with access to the same facilities as standard ticket holders. Short distance commuters (sub 45 minutes) could see the appeal for this. However many feared this was a step too far as there is a fear that this could become a substandard and poorly managed service. The panel have in mind that HS2 will be a top quality service that is both comfortable and affordable. A basic ticket doesn t fit into their expectations of HS2. I really do think a basic ticket is in conflict with the HS2 ethos. I can't immediately see any room for it By saying that tickets could be far more affordable, it is suggesting that the Standard tickets are being overcharged - again, something HS2 is (hopefully) trying to avoid. (Leisure, Glasgow, 41-50) 21

22 Those in support of the basic ticket spoke about convenience and price Some passengers thought that a basic ticket would be useful for those taking short journeys or for those who may have a smaller budget. Now I like the idea of basic tickets, for me I interpret this as a "no frills" ticket... meaning you pay for travel without access to seating, Wi-Fi, charging points etc. This would be ideal if travelling short journeys, where standing would not be an issue. (Leisure, Liverpool, 31-40) How much? Around 10% off the ticket price would be appealing enough for some to purchase this option, but not enough that the majority would opt for this over a standard ticket. Others did say that there would have to be a significant difference (30-50 percent) in price to reflect the difference in comfort. 22 When? Some felt that this should be offered at peak times to maximise capacity. Others felt that it should be offered at off-peak hours to encourage consumers to use the service.

23 There were a wide range of arguments against basic tickets Discriminates against those that can t stand If it's standing only then that discriminates against those who aren't able to stand for a long time. Safety My concerns would be overcrowding and safety - connotations of standing only remind me of very dangerous conditions of over crowding in Indian trains. Policing the system Seats [could be] taken by basic ticket holders. Lowering of standards On busy trains, checking tickets could be difficult Operating refreshments services could be challenging I don't think a 'basic' ticket is a good idea, it suggests that it's a worse quality ticket than standard. On packed services, how do you check tickets. [It would be] hard to operate a refreshments service. Comfort If we're talking about 'Basic' tickets then for me that would mean less comfortable seats. Against ethos of HS2 I really do think a basic ticket is in conflict with the HS2 ethos. I can't immediately see any room for it. No need I really don t like the idea of a basic standing only ticket. There s over demand for the current train system with no guarantee of seats. 23

24 Some panel members struggled to understand the concept of a Basic Ticket at all I don t think HS2 should even be considering a basic ticket. Firstly, it s yet another complication in the fare structure and increasingly passengers are saying that they want the process of purchasing a ticket to be simpler in all respects. Secondly, I feel that HS2 should be a modern, progressive service looking to the future for inspiration. Any suggestion of running some sort of bargain basement option harks back to the 'Third Class' rail service which was finally scrapped in the 1960s. It also smacks of the extremely poor service offered by cut-price airlines such as the dreadful Ryanair. Any thoughts about standing only or carriages where the full range of services are not available should not be entertained. In every respect this is not an appropriate idea for what should hopefully become an iconic flagship service. (Business, Birmingham, 51-60) 24

25 But the creative panel are not dismissing the idea Rather than being a ticket that is purchased in advance, it could be an option that is made available if the service becomes overcrowded. Everyone buys a standard ticket, and if the service gets overcrowded a guard could issue a 30% refund voucher, or discount voucher that could be used on an equivalent journey. Customers willing to give up their seat to another passenger, would also be able to take advantage. (Leisure, Manchester, 61-70) This could be a way to maximise capacity when necessary. 25

26 Overall the panel had many questions regarding safety, comfort and quality, but some commuters did feel this would be an ideal option for them For those who didn t have a need for a basic ticket, they associated it with being a poor quality option. However for those commuting short distances daily, this was seen as really catering to their needs. If HS2 were to introduce a basic ticket, it would need to be positioned as a positive choice and not about being a lower standard. Regardless of whether the basic option is introduced, the panel have key requirements for all tickets An easy to understand pricing structure An affordable and comfortable service for all A good service regardless of ticket type Ticketing that incorporates modern technology (app, e-ticket etc.) Ideally a seat for everyone. 26

27 Task: What is your experience of these reduced price travel options? Are there any that you are particularly impressed /unimpressed by? Are the rules of when you can claim your discount clear? For example, times of day, eligibility. Do you think HS2 should have a railcard type ticket? What would you like it be like? Who would get reduced travel and when? Posted 13/11/

28 Many of the panellists thought railcards only benefit a limited audience and can be confusing There was confusion as to when railcards were valid and who was eligible to use them. The panel feel it is unfair to give certain groups discounts and had other ideas which feel fairer and differ from those currently available. I use a railcard for travel all the time and it works out such a saving. Getting a third off is absolutely wonderful plus the system is very easy to operate. (Business, Birmingham, 51-60) I ve sadly become too old for my young persons railcard and I have to pay full price for train travel. I hate it. I loved my railcard. (Commuter, Sheffield, 18-30) The 3 main railcards the panel were aware of were Family & Friends railcard Senior railcard railcards A number of issues were raised regarding current discounts Railcards were a contentious issue 28

29 There is a lot of confusion surrounding reduced priced travel options and who is eligible Deceptive The panel were concerned that prices would be advertised as cheaper than they are, and therefore feel cheated out of a promised price. These feelings were prompted by experiences with the Megabus, in which prices were advertised for 1 but costed 20 times the amount. Unclear There was confusion surrounding student/young person s railcards. Could mature students apply for a railcard? Can young people that aren't students apply for a railcard? Rules using railcards If only HS2 could have a clear and simple priced system, that would get my vote. (Business, London, 61-70) Passengers were confused as to when they could use their railcards. Could they use them at peak times? Could you do one-way off peak and return at a peak time? There was uncertainty about the 2 Together card - what if people in a pair need to come back at different times? There was also confusion around railcards for disabled passengers- do carers get a discount? 29

30 Are railcards fair? There was a strong perception that railcards operate unfairly I ve had a student railcard and it helped so much. I expect it on HS2 and there should definitely be one for young people and students. (Leisure, Nottingham, 31-40) Current railcards: Group discount Students. New ideas: Frequent traveller/high spender cards Means tested cards. I would definitely like to have the option of a railcard. This should be widely accessible and not restricted to certain groups. (Commuter, London, 41-50) Not democratic. General year olds Especially those on low income. High level of journeys required to pay off price of the card. It was felt that with the current price of train travel, everyone is in need of a railcard because it is so expensive. Where does feeling of injustice with railcards come from? Main Problem: regular travellers feel hard done by 30

31 Many feel excluded from discounts and railcards There are no discounts or cards for the frequent traveller. HS2 should make travel affordable for all! (Business, Manchester, 51-60) I believe HS2 should reward loyal customers of all ages. (Leisure, Leeds, 31-40) I would like to see a frequent traveller card available for all. (Business, Manchester, 51-60) I would like to see my loyalty rewarded. (Business, Birmingham, 31-40) Some passengers debated a means tested ticket When you start means testing or dividing people it can cause resentment and confusion. (Business, Leicester, 31-40) Railcard classifications are a sensitive topic and some customers felt that it was a mechanism of discrimination Passengers also felt that some types of railcards and discounts stigmatised certain groups of people, for example, older people did not want to be bracketed as old. My thoughts are that if a discount scheme is to be applied it should be based on a single scheme where the criteria is based on the ability of the individual pay full fare because of genuine clearly assessed financial disadvantage of whatever cause whether it be disability, genuine unemployment, minimum wage, further education or refugee status. (Business, Liverpool, 41-50) I think the railcards currently are quite discriminatory. As a middle aged person who travels alone, why should I be penalised? (Commuter, Manchester, 18-30) 31

32 Receiving discounts for being a frequent traveller was extremely popular among the panel Loyalty Card Rewards built by money spent Rewards could include: free journey, a meal/coffee, money to spend in stations, upgrade Alleviate the high cost of train tickets Make customers feel appreciated Everyone has the opportunity to secure a reward This could work similarly to Air Miles It is the people like me who use the train everyday and who spend thousands of pounds each and every year on an annual pass that keep the railways going. Therefore I would like to see my loyalty rewarded. (Business, Birmingham, 31-40) To sum it up, if I knew that I would like to use the HS2 train, and use it often enough, I would like to become a HS2 member and purchase a card and all my journeys would be cheaper [using this card] for one year. (Business, London, 51-60) There might be a special HS2 Railcard which could be obtained for an annual fee or through loyalty points, which could be used for special offers or special fares. (Business, Birmingham, 31-40) 32 Discounts frequent travellers would like Family tickets Upgrades to First Class Multi-buy tickets (for example, 10 for the price of 8)

33 The panel challenge whether rail cards are the best option for HS2 A large number of passengers wanted to scrap discounts all together and instead lower all prices. Why not be really radical and just have decently priced tickets for everyone? (Leisure, Glasgow, 51-60) Discrimination I would rather have competitively priced tickets that did not need to be discounted. (Business, Leicester, 31-40) Confusion Tickets should be affordable for all and widely used- then railcards would not be necessary. (Business, Leeds, 51-60) Unfair Ideally I would like HS2 to be subsidised such that it is priced to be affordable by all- then railcards would not be necessary. (Business, Leeds, 51-60) 33