Skift’s Research Demonstrates that Rail’s Time Has Come

On September 18th, SilverRail’s Co-founder and CEO, Aaron Gowell, took the stage at Skift’s Global Forum to discuss the future of multi-modal travel. Through our collaboration with Skift Research, in which thousands of travellers and travel agencies from across the USA, UK, France, Spain and Italy were interviewed, Aaron unpacked some key trends pointing to rail’s role in reshaping the travel ecosystem.

Here, we break down the five key insights that were uncovered, along with quotes from leading travel agencies.

1. Traveller behaviour is changing

​​Skift’s research revealed a notable shift in traveller behaviour, with a growing preference for alternative travel modes. Half of the respondents indicated they would choose trains over planes when available. Additionally, travellers are now 70% more likely to take the train compared to four years ago, supported by 40% saying that they have reduced the number of flights they take.

This clear trend highlights the rising popularity of rail and an increasing willingness to consider trains as a preferred alternative to other modes of transportation. This shift underscores the growing appeal of train travel and a stronger inclination to view it as a viable alternative to other forms of transportation.

2. Greener choices

It is evident that travellers are no longer focused solely on the main factors of cost, convenience, and time when booking trips—they are also taking carbon emissions into account. This shift is driven by growing awareness of climate change and sustainability.

Skift’s research shows that a significant number of travellers, particularly among younger generations like Gen X and Millennials, are prioritising more sustainable travel options. 65% of Gen X and Millennials are actively making lifestyle changes to combat climate change with 61% committed to more sustainable travel choices. Notably, 36% of respondents said they plan to fly less, indicating a growing interest in greener alternatives for their future travels and a rising demand for lower-emission travel options.

3. The importance of convenience

When asked for the top three factors when booking transportation, convenience ranked as the third most important factor behind cost and time, in Europe and the US. European respondents expressed the need for a simpler, more user-friendly rail booking process and US respondents highlighted the need for easier, more accessible online booking options, better apps, and clearer schedules to simplify the planning process when booking rail.

The importance for convenience stretched beyond just rail booking, with 62% of European and 75% of US travellers saying that they prefer to book all aspects of travel (e.g. train, airfare, hotel, car rental, etc.) with a single platform or provider. 

The companies interviewed offered an insight into how they plan on creating a seamless and convenient travel experience for travellers.

4. Airlines are increasingly offering rail

Travel companies view the market for rail positively, recognizing the growing potential for integrating rail with air travel. This trend is being driven by partnerships and the development of streamlined booking processes. This positive outlook is driven by a rising trend of partnerships between rail and airline operators, which enable seamless travel experiences for passengers.

By collaborating, these companies are simplifying booking processes, allowing customers to easily purchase combined air and rail tickets. This integrated approach not only enhances convenience but also taps into the growing demand for sustainable and efficient transportation options, positioning rail as a key component in modern, multimodal travel networks.

5. The need for greater rail accessibility

When asked why they hadn’t taken the train on recent trips, 43% of respondents said rail wasn’t available as an option, and 39% mentioned that trains couldn’t reach their destination.

This highlights the need to reassess rail infrastructure but also its availability on online travel websites.

Rail’s time has come

In conclusion, Skift’s data highlights a clear shift toward rail travel, driven by growing concerns over sustainability, changes in traveller behaviour and the uptake of rail. With a significant portion of both European and US travellers using trains more frequently and planning to do so in the future, the demand for rail is rising.

However, challenges around accessibility remain a barrier for many. As more travellers prioritise eco-friendly alternatives, the role of rail in reducing carbon emissions is becoming more critical, with many willing to opt for trains over planes and other modes of transportation as long as their journey is comparable in terms of cost, time and convenience.

67% of European and 72% of US travellers reported taking the train more frequently now compared to five years ago, reflecting a shift in travel behaviours and habits. The growing preference for rail is clear, with 68% of European and 70% of US travellers stating they plan to use trains even more in the future.

How can SilverRail help?

SilverRail is building the rail commerce platform that drives conversion and increases loyalty for rail operators and travel agencies. Its product suite spans the full customer experience: journey planning, distribution, fulfilment, customer service and data insight.

SilverRail:

• Handles more than 4 billion online rail searches each year
• Distributes tickets for more than 35 providers and carriers
• Processes more than 30 million bookings each year
• Serves more than 1,500 corporate customers worldwide