Standard Premium ticket sales exceed expectation as customers respond to greater choice.
- Standard Premium a big hit with customers seven days a week
- Product/service available to purchase in advance or as an upgrade on the day
- Three classes of travel complemented by refurbishment of Pendolino fleet
Sales of Avanti West Coast’s Standard Premium service have topped 1.5 million journeys in the first two years since launch.
The West Coast operator became the first company to offer an additional class of travel as part of its services in May 2021. Sitting between Standard and First, Standard Premium customers enjoy roomier seats, greater space and a guaranteed table.
Initially available to buy as an upgrade on the day of travel, Advance purchase tickets for Standard Premium were added in September 2021. Single journey upgrade prices based on the Standard fare ranges from £15 for Birmingham to London to £30 for Glasgow to London
Manchester, with over half a million journeys, is the most favoured route for customers choosing Standard Premium, closely followed by the Anglo Scot route between London and Glasgow/Edinburgh. Over 300,000 Standard Premium journeys have been made on the Liverpool route.
From customer insight, the main reason for travel is leisure, with many pointing to attendance at special occasions such as birthdays, with Thursday the most popular day, with over quarter of a million journeys.
Andy Mellors, Manager Director at Avanti West Coast said: “Standard Premium is all about giving our customers extra choice, seven days a week.
“We’ve listened and the ticket’s popularity is a great example of why it’s vitally important to innovate on the railways. Coupled with £117m investment to transform the interiors of our Pendolino fleet, we have to work harder than ever, deliver on our promises and give people more reasons to return to rail.”
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