Why better ticketing is key to a better railway
In this Better Transport Week blog, Anthony Smith from Independent Rail Retailers (IRR) explains the value of third party ticket retailers and why better ticketing is key to a better railway.
Independent rail retailers have supported passengers for many years. From the start, third-party retailers have helped more people choose rail and increased revenue for the industry. Thanks to innovations like split ticketing and barcode tickets, they have made it easier and more affordable for millions of people to travel by train.
Third-party retailers work hard to encourage people to travel by train and make sure customers get good value for their tickets. They focus on making rail travel easier, more affordable, and more convenient for everyone.
Value for Money Matters
Recent research by Transport Focus in its last report, What Matters to Rail Passengers in Great Britain, highlights a clear message from rail users: value for money is ranked among the top five priorities for passengers. This shows that rail travel goes beyond being reliable and accessible; it also needs to be genuinely affordable and perceived as good value.
Value for money is not simply about lowering fares. For passengers, it is about fairness, transparency, and confidence that the ticket they have chosen is the right one for their journey – this directly influences demand. When passengers feel rail offers good value, they are more likely to choose trains over other modes of transport. When they do not, rail risks losing customers altogether.
Innovation Driving Better Outcomes
One of the clearest examples of innovation in improving value for money has been the development of split ticketing. Transport Focus research has shown that passengers appreciate the ability to reduce fares by combining multiple tickets for a single journey. Passengers like splits because they work for them and sometimes offer a better deal that is not always visible through train operating channels.
Split tickets have been largely driven by independent rail retailers who have invested in technology that is designed to identify cheaper fare combinations. By competing in the retail market, they have introduced innovation, improved customer choice, and helped make pricing more transparent which encourages more passengers to travel by train. More importantly, they have also helped passengers navigate what is often seen as one of the most complex fare systems in Europe.
For many customers, independent retailers provide clearer journey options, better fare discovery tools, and improved digital experiences that make booking simpler and more intuitive.
The Future of the Railways
As Great British Railways takes shape, it presents an opportunity to modernise the railway in a way that places passengers at its centre. However, reform must balance simplification with the preservation of innovation. A simplified system should not come at the expense of the tools and services that currently help passengers secure better value. Instead, it should be built on the strengths of existing market innovators.
There is significant potential in open data and improved access to rail information. Better use of data can enable more personalised journey planning, improved fare discovery, and greater transparency across the network. It can also support the development of new services that could surface cheaper or more efficient journeys for passengers who may otherwise see rail as too expensive or complicated.
The success of Great British Railways will depend not only on operational performance but also on how well it delivers value for money in the eyes of passengers. Independent rail retailers have already demonstrated how innovation, competition, and customer focus can improve outcomes.
As the industry moves into a new era, it will be essential to preserve and build on these contributions to ensure the railway remains attractive, affordable, and fit for the future.
Anthony Smith is Chair of Independent Rail Retailers (IRR).
