Train firms bet on mindfulness to lure commuters back

The journey to work is set to be a whole lot more relaxing than before for commuters hopping back on the train.

That at least is the plan: the rail industry is offering free hot drinks, access to a mindfulness app and other perks to lure people back on board.

It's part of a new industry rewards scheme, aimed at reviving passenger numbers which slumped in the pandemic.

But some question whether it will work at a time when many operators are still running reduced timetables.

Train firms, who have faced high levels of staff absence due to Covid, say services will increase in the coming weeks, but passengers have complained of crowded services.

"Currently sat on an utterly crammed SWR service due to the reduced timetable," one tweeted on Thursday.

"I don't need coffee and books, I just need a reliable, frequent, comfortable and affordable service."

Independent watchdog Transport Focus said the rewards scheme - which also offers passengers free bacon rolls, audiobooks and music streaming services - was a good idea.

But it added that enticing passengers back meant delivering their priorities, "including punctual and reliable services, enough space on board and improved value for money tickets".

Last week the government scrapped its work-from-home guidance in England, along with other measures aimed at curbing the pandemic. But so far workers are proving reluctant to return to the daily commute.

On Monday passenger numbers were still only at 53% of pre-pandemic levels, according to the Department for Transport.

Demand for peak-time trains has increased by just 5% since the guidance changed, according to the industry body the Rail Delivery Group.

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The industry is betting its online rewards scheme will stoke new enthusiasm, by subtly replacing recollections of crowded commuter journeys with images of a more leisurely experience.

Passengers who log on to backontrack.nationalrail.co.uk/commuter can select rewards from complimentary breakfast food from Greggs, free audiobooks, access to a mindfulness app, and coffees from London-based café chain Pure.

Enhancing experiences

It is the latest attempt to make rail travel more pleasant, after the Department for Transport last week promised that rail operators would get rid of unnecessary announcements to make journeys quieter.

"Taking the train is more than just a journey, it benefits the environment, economy and local businesses," said Jacqueline Starr, chief executive of the Rail Delivery Group.

The range of free offerings would "help enhance customers' on-train and at-destination experiences", she added.

Spencer Craig, boss of the Pure coffee chain, said they had seen their customer base drop by more than 50% while commuters worked from home.

He said they were "delighted" to be part of the rewards platform that might help to tempt them back.