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| Train firms bet on mindfulness to lure commuters back | Train firms bet on mindfulness to lure commuters back |
| (about 1 hour later) | |
| The journey to work is set to be a whole lot more relaxing than before for commuters hopping back on the train. | 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. | 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. | 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." | |
| This! Currently sat on an utterly crammed SWR service due to the reduced timetable. I don’t need coffee and books, I just need a reliable, frequent, comfortable and affordable service. It’s not working from the office I hate, it’s the commute. | |
| Independent watchdog Transport Focus said the rewards scheme - which also offers passengers free bacon rolls, audiobooks and music streaming services - was a good idea. | 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". | 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. | 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. | 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. | Demand for peak-time trains has increased by just 5% since the guidance changed, according to the industry body the Rail Delivery Group. |
| Trains told to get rid of torrent of 'Tannoy spam' | |
| 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. | 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. | 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 | 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. | 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. | "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. | 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. | 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. | He said they were "delighted" to be part of the rewards platform that might help to tempt them back. |