Can alternative fare and ticketing strategies revive rural bus strategies?

Ticketing technology, when combined with well-designed fare structures, offers real potential to boost passenger numbers on rural bus routes – especially by attracting new users, says Cathryn Jones, Projects Director at SYSTRA

The assumption that lower fares automatically lead to increased passenger numbers doesn’t always hold true in rural areas. If services are infrequent or don’t connect the places people need to go, reducing fares alone will have limited impact.

However, when lower fares are part of a broader, well-designed strategy with a combination of service improvements, better integration, and targeted investment - passenger journeys do rise. A strong example of this can be seen in North Wales, where since 2021, Transport for Wales has introduced a series of initiatives, including multi-operator tap-and-cap fares and express bus routes that coordinate with the rail network to provide onward connectivity to places without rail stations, resulting in more convenient travel options for passengers. 

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You can meet SYSTRA’s bus experts, including Cathryn Jones, at the Bus Fares and Ticketing strategies webinar on 25th June 2025 and in-person at the Quality Rural Bus Conference on 17th July 2025

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In addition to requiring strong collaboration between public and private partners, several other success factors contribute to the sustained growth of initiatives like this. Beyond getting the pricing right, it’s essential to offer accessible and user-friendly ticketing technology - and ensure drivers are well-trained particularly in explaining payment systems - and invest in a consistent, well-targeted marketing strategy. Together, these elements help build passenger confidence and long-term loyalty. 

Increasing choices

When North Wales’ 1Bws – multi-operator ticket - initiative was introduced, upgrades to ticketing infrastructure came at the same time as the new fares. Transport for Wales funded the tap-off readers for the 27 bus operators involved in the scheme which covers almost 200 routes over six local authority areas.

Having the ability to tap on and tap off increases the travel choices for passengers and means they can catch buses without too much planning, knowing that they will be offered the cheapest fare and that it won’t exceed the cost of a day pass. It’s also great for infrequent bus users or visitors, who don’t need to worry what the fare might be nor worry about finding the right change.  Passengers also have the choice of buying a day pass or other ticket, which uses a bar code or QR code, on any of these buses.

According to Transport for Wales figures there were nearly 900,000 Tap-on-Tap-off (TOTO) transactions in the last 12 months across Wales, an average of approximately 19,000 transactions per week. It means that TOTO now accounts for 37% and given the range of large and small operators involved - that’s significant.

Looking further afield, Cornwall has achieved promising results with a similar pilot scheme which combined a reduction in fares with a tap and cap system since April 2022. Prices for day tickets and weekly tickets were reduced, with watchdog Transport Focus reporting that passenger numbers increased by 20% as a result.

Ticketing regimes which allow one ticket for both bus and rail services can help to increase bus use in rural areas. Mobile ticketing, where the passenger has a physical or smartphone ticket with a bar code or QR code, is a better solution for operators as well as passengers

In a region like Cornwall, which attracts large numbers of visitors, contactless payment technology (using bank cards) makes travel simpler for tourists and locals alike. The same applies to the Sherpa’r Wyddfa (Snowdon Sherpa) service in North Wales.

Launched in 2022 through a partnership between Transport for Wales, Gwynedd Council, and the Eryri National Park Authority, the service offers frequent connections between key visitor destinations, making it easier for everyone to explore the area sustainably.

In August 2024, more than 72,000 people used the Eryri Sherpa bus network - a 7% increase on the previous year and an impressive 79% rise compared to pre-Covid passenger numbers for services in the area. Sherpa’r Wyddfa, which increases service frequency during peak tourist seasons, shows the impact of running buses where and when they’re most needed. 

Consistent marketing has played a vital role in the success of Sherpa’r Wyddfa and is a cornerstone of any successful fares and ticketing strategy. The buses are clearly and uniformly branded, complemented by a bilingual leaflet detailing timetables, routes, and key service information. Crucially, the regular visibility of these branded buses by both occasional visitors and local residents helps reinforce the bus as a convenient and reliable travel option.

While branding every vehicle may not always be practical or affordable, it is crucial that all operators involved in any scheme communicate clearly with their passengers. Drivers play a vital role in this – they must understand and be able to explain the payment systems and options available. Providing training to drivers, especially those from smaller or micro-operators, builds their confidence and, in turn, increases passenger trust and satisfaction.

Operators and authorities that take the time to research and tailor services to the needs of their target passenger groups are more likely to succeed. A strong example of this can be found in Deeside, West Cheshire, where early morning and late-night services are designed specifically for shift workers in industrial zones, with day tickets valid for a full 24 hours to support those working overnight.

Ticketing advances

Ticketing regimes which allow one ticket for both bus and rail services can help to increase bus use in rural areas. Mobile ticketing, where the passenger has a physical or smartphone ticket with a bar code or QR code, is a better solution for operators as well as passengers since it provides a less labour-intense way to record journeys and allocate funding.

In Wales, mobile ticketing is enabling rail-to-bus transport for selected TrawsCymru bus routes. Passengers can buy rail retailed tickets to ‘virtual railway stations’ - otherwise known as bus stops -  with Transport for Wales working to widen the network.

Mobile ticketing was introduced into the National ‘PlusBus’ scheme, which allows unlimited bus or train travel to be added onto a train ticket, on 7 April 2025. Although PlusBus has been running since 2002, it is not always well used. It will be interesting to watch the impact of this intervention.

There are areas where we need ticketing technology to advance further. The industry needs to find a more cost effective, yet equally secure, way to handle concession cards. Removing the need for ITSO-compliant ticketing machines, which are a legal requirement in England - and hence also adopted in Wales and Scotland – could reduce the cost of ticketing machines, freeing up funds for other uses.

Ironically, while strategies that encourage greater movement within regions or nations can improve connectivity, they often reinforce boundaries at the edges of those areas. The Project Coral initiative, led by Transport for West Midlands, is exploring how technology, such as a national tap-and-cap system, can help address these boundary challenges and enable more seamless travel across different transport zones.

For now, ticketing technology, when combined with well-designed fare structures, offers real potential to boost passenger numbers on rural bus routes. The most successful examples are those where routes and timetables are planned not only to serve people who rely on buses, but also to attract new users by offering a genuinely convenient and appealing alternative to other modes of transport.