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April 10 2018
By Mel Holley

A former routeone editor, Mel has more than 30 years’ experience in road and rail transport journalism.

Safeguard launches innovative fares range

Responding to the need to encourage and keep young people as bus users of tomorrow, family-owned and long-established Safeguard Coaches of Guildford introduced new bus fares from 7 April, that see a range of innovative ‘firsts’ to encourage and retain young people and families on public transport.  

Key amongst the change is the introduction of a ‘Kid for a Quid’ fare with a price of just £1 for any one way or return journey at any time with certain short one-way journeys as little as 50p.  At the same time, the age limit for a child fare will increase to 16 years.

Another ‘first’ for Safeguard is the introduction of a Young Adult ticket with a maximum one-way fare of £1.50 and a £2.50 return journey fare.  The age range that this ticket applies to is 17 – 24 years recognising that, while these young people often have the option of using a car, reduced fares on a wi-fi-equipped bus, combined with a regular and frequent service, offers a real alternative.

To encourage families to use its buses, Safeguard has introduced a new Family Day Ticket to give families of up to 5 people the ability to have a day out in Guildford for just £7.50.  This ticket is available for travel throughout the day of purchase.

From 21 April 2018 Safeguard will also change the timetable on its Route 4 & 5 service to improve reliability and offer new journey opportunities, particularly in the early evenings and on Sundays.

Safeguard Coaches’ MD Andrew Halliday says: “Research carried out recently to understand the current experiences and views of young bus passengers, and how the bus industry could attract and retain them as the bus users of tomorrow identified that improving value for money, punctuality and reliability are constant priorities.

“The industry – bus operators, local authorities and Government together – need a relentless focus on delivering these basics.

“Getting the essentials right, alongside a more effective and targeted approach to customer retention, will help build trust and loyalty to make using the bus a viable long-term proposition for young people.”

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