Ferry firm criticised over ticket pricing policy

Wightlink has been criticised over its dynamic pricing policy

A cross-Solent ferry operator's "exorbitant dynamic pricing" has been criticised for its effect on residents and businesses on the Isle of Wight.

Freshwater Parish Council (FPC) passed a motion requesting an update from Wightlink on the steps it was taking to end the pricing strategy and make the Yarmouth-Lymington crossing "more affordable".

Dynamic pricing involves quickly and often adjusting prices in response to demand.

Wightlink said it would be "more than happy" to meet council members to discuss feedback from local residents.

Parish councillors also agreed to write to Wightlink to raise concerns about the "lack of advertising" of its public meetings.

The motion by Warren Whyte said the pricing policy was "hurting residents and impacting our local businesses"

He said it was affecting "particularly tourism and those needing specialist materials or labour from the mainland".

A Wightlink spokesperson said: "We haven't yet received any communication from FPC but we are more than happy to meet with them to discuss feedback from local residents.

"We welcome engagement with the community and already work closely with many individuals, groups and organisations ... and have made changes as a direct result of their feedback."

'Lifeline ferry services'

Solent Transport User Group (Stug), a campaigning organisation that advocates for improved cross-Solent ferry services, said FPC has its "full support".

"It is vital that Wightlink engage fully with the community they are serving to understand the challenges caused by their dislocation from the mainland.

"Stug has consistently opposed the practice of dynamic pricing on all our lifeline ferry services and has led the way in campaigning against it," it said.

It quoted the so-called Islanders' Charter, signed by the leader of Isle of Wight Council and both island MPs in 2024, which said that dynamic pricing should be "independently evaluated to determine whether there are discriminatory practices against Island residents and businesses".