During the early stages of COVID-19, metro ridership fell rapidly as lockdowns were implemented and governments urged people to avoid public transport. As restrictions begin to lift, metros face the challenge of encouraging customers back to the metro to support recovery. The Restoring Demand During COVID-19 Microstudy reviewed the actions that metros are taking to develop customer confidence, including public messaging and communication tools.
There is a wide range of forecasts for ridership recovery. Asia/Pacific metros are most optimistic about recovery. In contrast, North American metros are typically estimating ridership levels of just 60-70% of pre-COVID levels by 2022.
54% of metros have conducted new COVID-19 customer surveys to understand what they expect in order to feel confident using the metro. Typically, surveys suggest that 8-15% of customers will not return to the metro even when the pandemic is over. However, the vast majority of customers expect to return when there is a low risk of infection, when vaccines have been made widely available or when they return to work.
60% of COMET metros now have formal recovery plans in place. In the short term, metros have been reassuring customers through evidence-based and enforced policies, backed up by clear and direct communication.
In the longer term, metros will be actively promoting and normalising metro travel, stimulating non-essential demand through marketing, fares promotions and stakeholder partnerships.