Planning your New Year journeys with Route? Here’s some reasons why we should always connect with audiences before the journey

  1. Public transport usage grew in 2023 in part driven by the increase in fuel costs and environmental concerns despite an increase in industrial action highlighting the importance of such infrastructure in the UK   (
  2. Consumer expectations continue to increase in travel as they do in all other spaces as they become accustomed to having live data in their hands. Waze app usage increased by 22% in 2023 allowing around users to access live crowd sourced traffic data  (Google/Waze)
  3. Growth of public transport planning apps is expected to continue in 2024 across the UK reflecting the 25% that the official Tfl app and 17% that the National Rail app grew in 2023
  4. AI technology being adopted by transport providers to improve timetables and traffic flow can also help to improve consumer trust through live services and travel planning advice in consumer facing messaging
  5. The “donut effect” continues into 2024 with Global Workplace Analytics estimating 25-30% of the workforce working from home at least part time and in the main impacting footfall in city centre locations
  6. We need to continue to think about:
    Live data fuelling our advertising
    AI helping us to predict consumer needs
    Proactivity around both positive and negative travel events
    High quality apps being a priority for driving consumer trust
    Celebrating the positive stories of travel in the face of negative news
Greg Paterson Head of Client Planning at Route
Greg Paterson Head of Client Planning at Route