Go-Ahead introduces real-time bus fare information to enhance passenger experience

Credit: Go-Ahead

The Go-Ahead Group, in collaboration with its digital technology partner, Passenger, has introduced a significant update to its mobile apps for bus companies. The new feature offers real-time bus fare information, which aims to improve the way passengers plan and purchase tickets, potentially enhancing the overall customer journey experience.

Initially implemented on Go-Ahead’s Brighton & Hove Buses and Metrobus services, the real-time fare feature will soon be rolled out across Go-Ahead’s regional UK bus operators, extending its benefits nationwide.

Research conducted by Transport Focus revealed that a significant portion of passengers seek information about bus fares before embarking on their journeys. Addressing this demand, the update allows passengers to view journey costs beforehand, facilitating informed decisions about ticket purchases. Whether buying tickets on-board from the driver or opting for mobile tickets via smartphones, passengers now have greater convenience and transparency in ticket procurement.

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Kanwar Brar, Chief Digital and Information Officer for Go-Ahead, said: “This feature emphasises our commitment to enhance our customers’ journeys. We think it will get more people travelling by bus. After years of streamlining our data accessibility, it’s good to see our efforts pay off, especially for prospective customers. It is hugely positive that this feature uses the Bus Open Data fares feeds, demonstrating their accuracy and further alignment with the Department for Transport’s data strategy.”

This initiative marks the inaugural utilisation of the NeTEx fares dataset, available through the national Bus Open Data Service (BODS). Established in response to the Bus Services Act of 2017, BODS, managed by the Department for Transport (DfT), aims to streamline local bus service information, fostering innovation and enhancing passenger engagement.

Looking ahead, future updates to the app hold the promise of incorporating additional ticketing products, such as time-based capped fares, as the Bus Open Data Service continues to evolve, offering passengers increased flexibility and convenience.