VIRGIN Trains passengers’ growing confidence in electronic, online and telephone purchasing means that these methods now account for more than one-third of ticket sales for the company’s West Coast services.
Around 16 million passengers used Virgin’s West Coast services in 2004, and combined sales through the operator’s website, call centres and ticket machines now represent 34% of revenue, a higher proportion than through its ticket offices on the West Coast, where sales are rising at a slower rate. The remainder of sales are by other operators, corporate clients and travel agents.
During the past year there has been a 68% rise in the number of passengers using the 75 Shere FastTicket vending machines at stations on the West Coast Main Line, with the machines now accounting for 12% of VWC revenue. They are currently being adapted to accept chip and PIN payment.
’We are seeing a very distinct trend emerging. Many of our regular and experienced customers now feel confident in using machines, the web and telephone call centres’, said Graham Leech, Virgin Trains Executive Director, Commercial. ’This has meant that our experienced ticket office staff have more time to give help to the many new passengers we are attracting and passengers with more complex travel plans.’
