Behaviour change at Transport for London - Chris Mather Head of Behaviour Change
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Behaviour change at Transport for London
Chris Mather
Head of Behaviour Change
Travel during the Games
• What we learned
• What we did
• Plans for the future
2
Behaviour Change during the Games
• On an average weekday during the Olympics a third of people
changed their travel behaviour
• 75 per cent of regular London travellers made at least one change to
their normal travel during the whole Games period.
• 63 per cent reduced their travel
• 28 per cent changed the time of their journeys
• 21 per cent changed route
• 19 per cent changed mode
• Awareness of where to look for info is key to success:
• 88 per cent of London travellers were aware of the Get Ahead of
the Games website before the Games and 64 per cent had used it
before the Games
3
Behaviour Change during the Games
• Regular users of hotspot stations stated that the most useful
information sources were texts and emails – 90 per cent of recipients
found these useful
• Employers have a major influence on the travel of their employees –
people whose employers had provided advice were more likely to
change
• In particular, it is only through actions of employers that employees can
work more flexibly by reducing or re-timing their journeys
• The change commuters thought would be easiest was re-timing their
journeys, by arriving earlier and/or leaving later for their working day
4
Sustaining Behaviour Change
• One in ten regular London travellers have continued with a change to
their normal travel behaviour since the end of the Games
• Those who sustained a change did so because they had found a better
travel option for them
• 18 per cent of London travellers said that they ‘check before they
travel’ more since the Games. The most common reason given for this
was that they got into the habit during the Games
5
TfL reputation
• In July 2012, 48% of Londoners thought TfL would manage transport in
London during the Games 'very well‘ or quite well'
• In Sept 2012, 94% of Londoners thought TfL managed transport in
London 'very well‘ or quite well‘ during the Games
• TfL provided sufficient warning of delays/ disruption 72% Yes 7% No
• TfL provided sufficient information and tools to check 76% Yes 6% No
• TfL kept traffic running smoothly 71% Yes 9% No
6
Travel during the Games
• What we learned
• What we did
• Plans for the future
7
TfL objectives
• Support a great Games – helping athletes and officials reach events on time,
and providing slick and friendly transport for spectators
• Keep London moving – ensuring Londoners could get around their city, and
helping businesses make the most of opportunities from the Games
8
Detailed planning
• TfL was involved in London 2012
right from the start – helping to
design and deliver London’s winning
bid in 2005
• Detailed planning was undertaken to
deliver an effective transport service
and excellent spectator transport
experience
• TfL also designed the Olympic and
Paralympic Route Networks
9
Investment in infrastructure delivered a
major early legacy for London
• £6.5bn transport investment,
completed a year before the Games:
– Line upgrades and new trains on
the Tube
– Complete refurbishment of
Stratford and King’s Cross St
Pancras Tube stations
– Transformation of the London
Overground, with new trains,
stations and signalling
– A new line and extra carriages on
the DLR, delivering 50 per cent
more capacity
10London’s streets and parks were used to
create extraordinary sporting spectacles
• As well as providing transport, TfL
prepared:
• Roads
• Deployed marshals
• Erected barriers
to create the field of play for world class
sports venues
• One million attended Olympic Cycling
Road Races
11And the city flourished beyond the
Games themselves
• West End Tube station demand during
the Olympic Games seven per cent
higher than in 2011, and as much as 27
per cent higher on Saturday 4 August
• Many businesses benefited, 42 per cent
of large businesses saw increased
demand during the Olympic Games,
compared with 27 per cent reporting a
decrease*
* Survey of 100 large companies by Deloitte, 10 August 2012:
12All this meant London’s public transport
system carried more people than ever
• On the Tube, 62 million journeys during
the Olympics – 35 per cent above
normal – and 39 million during the
Paralympics
• 86 million passengers on London Buses
during the Olympics and 63 million
during the Paralympics
13And the roads carried both regular traffic
and Games Family vehicles reliably
• 15,000 athletes, plus thousands of
officials, media and other Games
Family members
• TfL managed the Olympic and
Paralympic Route Networks to
ensure they reached events on
time
• Games Family vehicles exceeded
the journey time reliability target
of 95 per cent and achieved
journey times 30 per cent quicker
than normal
14As a result, TfL delivered
• 83 per cent of spectators said getting
home was ‘extremely good’
• 82 per cent of travellers thought the
transport network as a whole operated
well and only 5 per cent did not
• High profile athletes, such as the US
Olympic Basketball team, were seen
using public transport
15Free spectator travel
• Zone 1-9 travelcard issued to
all event ticketholders
• Permitted free travel on
Underground, DLR, National
Rail and buses
• Helped London keep its
promise of 100 per cent of
spectators using public
transport, walking or cycling
• Games Family (e.g., athletes,
officials, media, volunteers)
provided with free Oyster cards
16Online planning tools and social media
• Online journey planners
available for spectators,
regular travellers and freight
operators
• 1 million page views on TfL
Journey Planner each day
• 500,000 page views on mobile
site each day
• 2.5 million people used the
London 2012 Spectator
Journey Planner
17Games travel maps and information
• 18 million pocket Tube maps
printed specially for the Games
• 6 million walking maps
distributed at key interchange
and hotspot stations to enable
commuters and spectators to
walk short journeys
18Real-time travel information
• Provided at the entrance to all
stations
• Same information provided to
media and updated online in
real-time
• Staff equipped with iPads to
give the latest, most accurate
customer information on the
Games and how to get around
19Accessible Games travel information
• Improved accessibility information
available on TfL Journey Planner
• Games time step-free Tube guide
• Accessible transport guides for
Paralympic athletes, Games
Family and media
20Station hotspot messaging
• Most stations unaffected by the
Games
• But certain stations saw
significant Games traffic at
certain times
• Travellers pointed to
www.getaheadofthegames.com
for details and travel alternatives
21Frequent and reliable service
• London Underground ran 98 per cent of scheduled km during the Games
• Buses ran 98 per cent on schedule
22TfL Travel Ambassadors
• Additional operational staff
deployed at key stations
• 3,500 TfL office staff deployed to
the front line as Travel
Ambassadors
• A further 720 office staff working
as Customer Service Assistants in
LU stations
• 26 DLR stations staffed
throughout the Games (usually
unstaffed)
23Integrated ‘last mile’
• Recognisable magenta
signs across London and
the transport network, all
the way to, and within,
venues
24Informing general road users
• Signs to indicate the location
and rules of the ORN/PRN
• Electronic variable message
signs to allow flexible operation
of ORN/PRN
• Up to 70 per cent of ‘Games
Lanes’ (for Games Family only)
switched off during the Games
25Travel demand management
• Despite transport investments, demand would exceed capacity
at certain times and places during the Games
• An integrated Travel Demand Management programme gave
spectators, businesses and regular travellers clear information to
help them plan ahead
• The programme was a great success – one third of Londoners
reported a change to their weekday daily travel during the
Games, helping to avert severe crowding
• On the roads, motorists followed the advice to avoid driving
areas affected by the Games, with morning peak traffic in
central London down by 16 per cent during the Games
26Effective marketing communicated the
transport impact of the Games
27TfL worked closely with businesses to
help them plan for the Games
• 550 large businesses in
locations affected by the Games
were given direct planning
support, comprising over 600,000
employees
• A further 3,000 SME businesses
attended planning workshops
• Also offered a range of business
planning toolkits, presentations,
events, letters and advertising to
ensure businesses could
continue to operate during the
Games
28The freight industry adapted, keeping
London stocked and serviced
• Freight engagement, including
workshops presentations, leaflets, radio
ads and a freight forum
• TfL developed a dedicated Games
freight website and the Freight Journey
Planner
• 77 per cent of freight operators said
they were prepared
29More walking and cycling across London
• Measures in place to encourage
walking and cycling during the Games:
– New and regenerated cycle and
walking routes in East London
– 15,000 cycle parking spaces at
venues and 1,500 spaces in
central London
– 6 million Games walking maps
• Seven per cent more pedestrians than
normal across London during the
Olympic Games
• Barclays Cycle Hire 44 per cent more
hires than normal
30Travel during the Games
• What we did
• What we learned
• Plans for the future
31Challenges we face
• Population growth, with an associated increase in tube, rail, bus,
pedestrian, cycling trips and freight and servicing activity on the road
network
• More space made available for ‘Living’ means we have to make the
remaining space work harder to maintain the required ‘Moving’
• This squeezing effect presents future challenges for TfL:
– Congestion
– Journey time reliability
– Environment
– Road safety
• The above exist across a largely geographically fixed network with a
finite amount of road space
321. Future planned disruption
• Aim is to deliver a TDM programme starting imminently to ensure
awareness of future events and network disruption is consistent
with Games experience
• The Tour De France Grand Depart will end on The Mall (at 5pm
on a Monday in term time!)
332. Flexible working
• 2013 - Campaign to encourage more
London businesses to implement flexible
working practises permanently to
improve long term business resilience
• Help with everything from employment
contract terms and conditions to
technology advances
• Aim to influence 500 London businesses
to adopt at least one additional flexible
working practice
343. Car Light Living
• Private car owners contribute to congestion and air quality issues,
particularly for the commute and school run
• Many of these trips have a host of varied and viable alternatives to
private car ownership
• Work underway to understand the influences on private car
ownership within Great London over the next 10-20 years
• Aim to understand the evolving geo-demographics of car ownership
and what mix of travel alternatives are most appealing to these
audiences to encourage less reliance on car ownership
• Test campaign with key demographics in hotspot locations
35Thank you
chrismather1@tfl.gov.uk
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