What does the bus industry’s future look like? This year’s attendees of the Young Bus Managers’ Network have an idea
Where do you see the industry heading in 10 years’ time? This was a question posed to delegates at the Young Bus Managers’ Network conference held in Bristol last Thursday (18 October).
While some would think of fully-autonomous vehicles, a cashless society and zero-emission zones, the young bus managers kept it more “conservative with a small ‘c’,” as described by Co-Patron Roger French.
They proposed the ideas of enhanced smartcards, autonomous vehicles for assistance in workshops and depots – not replacing the driver, and considered the prospect of more women in the industry.
The theme was ‘the future’ – where’s it going, what to expect and how to adjust accordingly.
Attendees heard from a range of speakers including: Professor Graham Parkhurst, Professor of Sustainable Mobility at the University of the West of England; James Freeman, Co-Patron of the Young Bus Managers Network and MD of First West of England; Claire Walters, CEO of Bus Users UK; Shalando William, metrobus Manager; and Sarah Huntley, Deputy MD of TAS.
Smart technology
Professor Parkhurst focused on the implications of new transport technologies for traditional public transport operations.
“Smart mobility revolution – you’ll be thinking and hearing about it, but what is this revolution? Is it a revolution? And how smart will it actually be?” Professor Parkhurst asks.
“Most people are identifying this trend of smart as evolving electric mobility across the whole transport sector, the rise of connected and autonomous vehicles (CAV) and shared mobility.”
But what is meant by smart?
The definition he gives is services that combine mobility and digital technologies to deliver more personalised, flexible travel options.
The demand is there for flexibility in terms of supply and choices for passengers, he says.
“There is a need to match more of the service offer to peoples’ actual needs and achieving a greater system-wide efficiency.”
On-demand travel
One operator putting this into practice is Bristol-based metrobus.
The city’s bus scene is suitably adjusting to accommodate, providing a service that takes passengers from close to their home to the rapid bus network: MyFirstMile.
Albeit there is a change, the service it delivers is one that could give taxi services a run for their money.
The value is much more affordable, MyFirstMile costs £4 (or less) for a day of unlimited use including travel on First buses within Bristol.
And MyFirstMile is a desirable company model. There has been a rise in demand-responsive travel, but what’s different with this new service is that it has found the way to include demand-responsive service without taking passengers away from the traditional bus.
Bristol’s bus scene
Attendees were able to experience Bristol’s bus services first-hand, taking a trip on metrobus’ m2 route.
The journey highlighted Bristol’s investment in good bus infrastructure with a bus lane that covers the majority of the city. It also has a guided busway and metrobus stops have iPoints for passengers to pay, these are on-street information totems where passengers can buy a ticket before boarding the bus.
Mr Freeman and Mr Williams both discussed how First and its subsidiary, metrobus, are trying to enhance the customer experience in the west.
Mr Freeman says: “What makes First West different to most places, is we’ve had a patronage rises year-on-year of 12% and patronage on buses in Bristol have gone up by 45% since 2013.
“The rise has been based on a few things, but most particular a want of fairer fares. People thought buses in Bristol were awful value for money so the company set to work and re-trimmed the fares so 75% of our customers had a reduction of 25% or more in their fare. The result: A mega increase in usage.”
The way people use the bus is changing. Figures show there has been a record decline in teenagers learning to drive, but are they getting the bus?
Operators are needing to adapt and evaluate the traditional model of bus travel – whether it’s introducing contactless or on-demand services – passengers are wanting a journey that is as easy as getting into a car and travelling from a to b.
The future
Most delegates held the view that the future looks more like evolution rather than revolution. Nobody is expecting huge, sweeping changes to the way the bus industry functions, but changes are happening.
Gas-powered buses seemed popular, and as autonomous vehicles progress, the driver-shortage situation the industry faces may be balanced with the need to hire on a customer-service duty rather than a driving one.
One thing that was clear from this year’s Young Bus Mangers’ Network conference, and as Mr French quite rightly pointed out, the future – whether it’s in five or 10 years – looks to be in good hands.
When Ms Huntley presented her ideas on smart ticketing in the industry, she compared it to the retail industry.
The retail industry has changed rapidly. She used the metaphor of the butcher, the baker and the candlestick-maker; all served a single service. And retail has adapted with the times.
There are stores where you can buy food and shoes from, Ms Huntley explained, retail even provides a deliver-to-your-door service, the ultimate level of convenience – but the bus remains the same.
“We’ve been doing bio-tech payment research – looking at the use of finger-print and face recognition technology,” she says.
“Through all these projects, no one ever asked about the passenger side.
“Look how far one industry has progressed in 100 years, when ours really hasn’t yet.”
Is smart ticketing enough for passengers?