Northern has unveiled its ‘30 by 30’ plan – an ambitious, data-driven strategy to grow annual customer journeys by 30 million by the end of the decade.
The plan outlines how the operator will achieve sustainable, long-term growth through a combination of organic demand, better performance and targeted strategic interventions that will make rail travel easier and more reliable across the North of England.
‘30 by 30’ is built around three growth pillars:
- Around 10 million additional journeys through organic passenger growth
- Around 10 million through improved reliability under Northern’s ‘90/2’ performance ambition (90% of trains arriving within three minutes and fewer than 2% cancelled)
- Around 10 million through initiatives such as Pay As You Go ticketing, multi-modal integration and improved regional connectivity.
Alex Hornby, commercial and customer director for Northern, said: “Our vision for 30 by 30 is rooted in confidence and user research.
“Our data shows that the demand for rail travel is greater than ever, and with improved performance, better value and greater convenience, we can make rail the natural choice for even more people and how they travel across the North.
“This is a growth plan with purpose. It is customer-led, and we aim to deliver it alongside our stakeholder partners. It aligns closely with local ambitions, the region’s economic goals and national transport strategy.”
Image credit: Northern
