Marketing Fixed-Route Transit to Seniors: Challenges and Recommendations

Attracting seniors to fixed-route transit is an important issue for several reasons. Public transportation enables non-driving seniors to remain independent in the community, provides an alternative travel mode for driving seniors, and makes driving cessation feasible for seniors who no longer possess the skills necessary for safe driving. Fixed-route transit, in particular, is the most sustainable, convenient, and affordable service. Most transit agencies now recognize the important societal role they play in providing services to the senior population and have put forth significant efforts to market transit programs and services. This task, however, is far from easy. With the sensory, physical, cognitive, and behavioral variations among seniors, many agencies struggle to develop effective strategies to attract more senior citizens to public transportation. To learn more about fixed-route transit services specific to seniors, a series of in-depth interviews were conducted with transit planners, marketing staff, and upper level administrators at five transit agencies. Interviewees shared their experiences related to attracting senior citizens to public transportation. A variety of programs and marketing strategies utilized by agencies, along with associated benefits and challenges are described and discussed. This research then identified four promising strategies that can help transit agencies successfully develop and market programs capable of attracting senior riders. Based upon a review of the literature, interviews, and examination of the agencies’ web sites, the identified strategies may prove to be effective in attracting senior riders. The strategies and findings of this research are presented in detail.