• Avanti West Coast launches first Comfort Index, combining consumer research with booking and onboard data
  • One in five would travel an extra 15 minutes for an empty neighbouring seat, while 68 percent want more quiet carriages and 52 percent favour a phone-free carriage
  • Index reveals Britain’s perfect train seat and biggest train icks and onboard rituals

New research from Avanti West Coast has revealed the unwritten rules of onboard comfort from how far people will go for more space, to behaviours that generate a tut of disapproval.

The intercity operator has launched its first Comfort Index, combining consumer research with booking and onboard data to provide a unique insight into what passengers value most during their journey and how definitions of comfort vary across Britain.

Brits have a clear idea of the perfect set-up. 77 percent want a window seat, 69 percent prefer to face forward, and 58 percent want an empty seat beside them. So much so that one in five (20%) would travel 15 minutes longer to keep it empty, 18 percent would pay an extra £5, 22 percent would sacrifice Wi-Fi and one in five (20%) would even swap their coveted window seat for a little more space.

Avanti’s booking data suggests there may be such a thing as the perfect train seat. It revealed Seat 18 in Coach B is the most reserved seat on its Pendolino services, booked 179,685 times over the last year*. It matches passenger preferences of having a window and table, which was uncovered by the research.

While those travelling on the West Coast Main Line have similar thoughts about seats, snacks prove controversial with 52 percent of rail travellers objecting to boiled eggs and 48 percent to tuna sandwiches onboard.

The famously reserved reputation of British people extends to the carriage environment too. More than two-thirds (68%) want more quiet carriages, while over half (52%) would choose a completely phone-free carriage, suggesting that for many, the dream journey might simply be one where nobody makes any noise.

The Index also reveals a generational shift in the unwritten rules of rail travel. Gen Z passengers are more tolerant of video calls, with just 38 percent of 18-24-year-olds saying Facetiming onboard is unacceptable compared with almost three quarters (72%) of over-65s.

Sounds of other people’s phones onboard reveals an even bigger generation gap. Nearly 90 percent (88%) of over-65s object to TikToks or videos without headphones compared to 51 percent of 18-24-year-olds.

Younger passengers also place greater emphasis on choice and making the journey their own, with 62 percent of 25-34-year-olds saying the choice between Standard, Premium and First Class matters when planning a journey, compared with 42 percent of over-65s. And Gen Z are bringing their own comforts onboard too – one in eight (12%) of 18-24-year-olds would even pack a massage gun!

There is one thing everyone seems to agree on – keep your socks on! Three quarters (75%) say taking them off onboard is unacceptable, while 70 percent object to TikToks without headphones and 67 percent to someone cutting or filing their nails.

Rail journeys are considered part of the occasion, with 69 percent of Brits saying their leisure time starts the moment they get onboard.

Over the last year, Avanti West Coast’s customers drank almost 420,000 cups of breakfast tea, alongside 212,000 KitKats that were enjoyed by those taking a break on their commute**. Beer proved another favourite, with 154,000 Grolsch Pilsners sold, painting a suitably British picture of onboard comfort – a cuppa, something sweet or a cold beer enroute.

From seating preferences and how much noise will be tolerated to whether a boiled egg has any place on a train, the Index show Brits might never agree on exactly what makes the perfect journey.

Kathryn O’Brien, Customer Experience Director at Avanti West Coast, said: “The Comfort Index shows everyone’s definition of comfort varies. While there is some unspoken rail travel etiquette most seem to agree on, beyond that people have different thoughts on what makes a comfortable journey. For some it’s peace and quiet while for others it’s getting work done, enjoying a snack or having space to relax.

“Customers most value the ability to shape their journey around their own needs, whether that’s choosing the perfect seat or enjoying a cup of tea onboard. That’s why we offer our Seat Picker tool and a range of refreshments in our onboard shop, helping customers to enjoy their trip from the moment they board. By better understanding what matters most to our customers, we can continue to enhance and develop the onboard experience, including upgrading Wi-Fi connectivity, to make travelling with Avanti West Coast as comfortable as possible for everyone.”

The full Avanti West Coast Comfort Index can be downloaded here: Avanti West Coast – The Comfort Index | Avanti West Coast News

Source: Avanti West Coast