Last week, my son and I needed to get from Hebden Bridge to Leeds. I was aware Northern offered advance fares on the day, but I rarely travel on their trains these days. So, keen as I am to try all the products offered by members of Independent Rail Retailers, I used one of their apps. It couldn't be simpler. Wham, bam, and booked – even with a small fee, the journey for the two of us, with railcards, was just over £6. Not bad value for money!
Great Britain's rail industry is undergoing significant reform. While the specifics of rail reform are still evolving, one thing remains clear - independent rail retailers, along with the Government's own retailer, have a key role to play in delivering value for money to customers.
For too long, some passengers have faced complexity when booking tickets, high prices and limited functionality on booking platforms. Independent rail retailers have stepped in to bridge these gaps, offering innovative solutions that enhance choice, convenience, and competition. As rail reform moves forward, independent retailers will continue to invest and innovate in the rail industry space, encouraging customers to choose rail.
So how do independent rail retailers bring value?
One of the biggest frustrations for some rail passengers is navigating ticketing systems. Independent rail retailers simplify this by investing in platforms, offering split-ticketing, real-time fare updates, and encouraging customers to explore other cities and choose rail. Modern travellers expect seamless, digital-first experiences, and third-party retailers have led the way in meeting these expectations. From user-friendly apps to digital ticketing and real-time updates, independent retailers have transformed how passengers plan, book, and manage their journeys.
Along with a seamless passenger experience, offering choice is key to growing demand. Showcasing a variety of fares allows customers to choose when they want to travel - encouraging them to travel again through effective marketing. From tempting extra journeys to splitting tickets for cheaper fares, independent retailers are constantly on the hunt for growth. As commercial businesses, they keep a keen eye on keeping passengers happy and costs under control. By ensuring clear, upfront pricing and a variety of tickets, they help build trust in the system and encourage passengers to choose rail again by making it cost-effective. What's not to like?
But it's not just passengers that are benefitting from the third-party retailers – the Government is too. The Government has already praised the key role of independent rail retailers who are driven by growth and controlling costs. Third party retailers' commission-based model means they are fully incentivised to sell more tickets, attract new passengers, and fill empty seats
Today, from every ticket an independent retailer sells, over 95% of revenue is retained by the government, which means a 20:1 return on investment for every new customer we bring to rail, without any of the associated costs. By driving innovation and competition, independent retailers enhance choice, boost convenience, and encourage rail travel - supporting the Government and treasury. So let third-party rail retailers do what they do best - sell more rail travel to more people. With simple, low-cost reforms - no legislation or taxpayer funding required - significant additional revenue could be generated over the next five years. This would fill empty seats, reduce congestion, and create a more financially sustainable railway, one that serves both passengers and the treasury.
But for the rail industry to truly thrive, grow and boost revenue, they must be allowed to compete on equal terms. The Government envisions a thriving rail industry where all retailers can operate in an open and fair market - but achieving this requires a level playing field. A fair and competitive market ensures both public and private operators can operate without barriers or discrimination. Open competition is essential for attracting long-term investment, fostering innovation, and delivering the best value for passengers and taxpayers - while safeguarding against restrictive market practices.
By giving independent retailers with the tools to sell smarter and optimise capacity, the industry can better meet passenger demand. When all retailers operate on equal terms, the rail network benefits - more seats filled, more people choosing rail, and a better experience for passengers.
Let's work together - Government and third-party rail retailers – and make retailing work for everyone.
About Independent Rail Retailers
Independent Rail Retailers is a membership and advocacy organisation representing nearly all the major retailers who sell train tickets for Britain's railways. Our members include Atomised, Assertis, Virgin Trains Ticketing, Trip.com, Trainline, Raileasy, Fast Rail Ticketing, Evolvi, MyTrainTicket, OnTrack Retail, and Omio.
