A question of priorities

Research by the Bus Partnership Forum suggested that frequency, reliability and fares were the major factors in attracting more customers onto buses. The research highlighted the benefits of bus schemes featuring segregation and high levels of priority. However, non-bus users do not see the issues of bus travel in the same way as those who are already bus users. A report from the Ten Percent Club entitled 'Routes to revenue growth: the message from nine successful bus services', suggests reconsidering the value of bus-priority measures. Increased bus use on the nine services was attributed to an offer to the market of a rounded mix of facilities tailored to exceed the expectations of prospective customers. The research highlighted the importance of understanding the potential rational and emotional benefits of bus travel to potential users.(A)