For most metros, a steadily growing passenger demand and revenue is important for future sustainability. This 2014 Nova case study captured good practice initiatives that members have implemented in their metros to increase the revenue they receive. This study also looked at how the regulatory and political environment affects a metro’s ability to implement these strategies and what methods were being used to measure and forecast demand.
Several of the factors that influence metro demand and revenue are to some extent within a metro’s influence, such as the quality of service, the provision of amenities within stations, and price. However, external factors tend to have the largest impact on demand and there is little metros can do to influence these, at least in the short to medium term.
Members stated that fares policy, service frequency and capacity, infrastructure enhancements, and integration with other transport had the greatest impact on their demand and revenue. Yet, they also appear to be the factors that metro operators have the least control over. We argue that in the longer term, these factors can be strongly influenced by metros but clear and proactive engagement with all city actors such as the Transport Authority or Government is required.
Good practice metros undertake a detailed analysis of their market segments to understand both existing and potential customers. Separating out different customer segments and journey stages may enable operators to exploit previously un-tapped or poorly captured markets. Metro operators should conduct proper advance business case analysis to understand the overall expected revenue impacts and associated costs of proposed demand growth initiatives. Even if forecasting or modelling demand and revenue is done by the transport authority, metros can always benefit from having their own models. This enables metros to make a stronger case to the transport authority about the effects of a particular action.
The most effective strategies implemented by metros included:
- Bus feeder and bus integration systems which complement metro services and improve access to the metro;
- Short extensions, infill stations and station upgrades that provide strategic opportunities to improve access to new markets,
- Increasing off-peak service provision (evening, weekend and inter-peak) at low marginal cost to open the metro up to new or underutilised markets;
- Targeted fares products to encourage off-peak travel and fill underutilised capacity; and
- Integrated ticketing platforms and joint promotion that attracts alternative markets.