LinksGlossaryMessagesSitemapHelp


Home

Policy Instruments

Select
Search
Filter

Personalised journey planning


SummaryTaxonomy and descriptionFirst principles assesmentEvidence on performancePolicy contributionComplementary instrumentsReferences

First principles assessment
Why introduce individualised marketing to reduce car use?
Demand impacts
Short and long run demand responses
Level of response
Supply impacts
Financing requirements
Expected impact on key policy objectives
Contribution to objectives
Expected impact on problems
Expected winners and losers
Barriers to implementation

Travelwise Commuter challenge LeedsWhy introduce personalised journey planning (PJP)?


Reducing car use is a common transport strategy in light of the high levels of car dependence in developed countries and the negative impacts of car use. These include atmospheric and noise pollution, severance, land take and congestion, which can have negative economic impacts, especially with regard to CO2 emissions and climate change. There are a variety of carrot and stick measures which can be used to reduce car use, including low car housing, travel information centres, bus service management, cycle routes (these are all pull measures), urban road charging, parking controls and traffic management and restraint (these are all push measures). Measures designed to push drivers out of their cars are often very unpopular amongst the general public and hence, politicians as well. Travel information centres, bus service management and provision of cycle routes pull drivers out of cars. However, they are not always successful. Facilities are obviously improved for existing users, which is one objective of such policies, but modal shift is often small because car drivers are unaware that new facilities exist and/or cannot see how they could fulfil their travel obligations by modes other than the car. Where introduction of new facilities is particularly high profile, i.e. it is given a high media presence in the catchment area through advertising to the relevant market sectors, there can be noticeable modal shift, but the level of transfer could still be increased by providing journey specific information to individuals through PJP.

Further to this, use of PJP can make reducing car use more acceptable to the general public. Personalised journey planning is a pull measure specifically adapted for each individual. Thus, participants are more likely to feel that the programme is relevant to them, not a facility provided for users of alternative modes, and thus respond positively.

Top of the page

Demand impacts

The impacts resulting from PJP are on the demand for car travel and demand for alternatives. Most often that is an increase in the demand for public transport, walking and cycling, but it could also include increased use of ride sharing, car clubs, telecommuting and shopping from home. This will therefore contribute to transport policy objectives seeking to reduce congestion and the associated negative impacts.

 

Responses and situations
Response Impact on vehicle kilometres Expected in situations
Change departure time 0 Personalised journey planning does not seek to change departure time, although it may be a secondary consequence of modal shift.
Change route 0 Personalised journey planning does not seek to change routes, although it may be a secondary consequence of modal shift.
Change destination 2 Where the personalised journey planning seeks to encourage greater use of more local facilities. Greater use of local facilities may also be a secondary consequence of modal shift.
Reduce number of trips 2 Where this is the chosen means of reducing car use. Journey purposes can be linked into a trip chain, suppressed or substituted with teleshopping/working etc.
Change mode 3 Where participants respond to information provided regarding alternatives with behaviour change in the form of modal shift.
Sell the car 1 Where modal shift and/or reduction in number of journeys is a sufficiently high proportion of car journeys made to make owning a car (or a second household car) uneconomic.
Move house 1 Personalised journey planning does not promote moving house, but in the long term committed individuals may move closer to frequent destinations or corridors where it is possible to walk, cycle or use public transport. Most likely when moving house for other reasons.
1 = Weakest possible response, 5 = strongest possible positive response
-1 = Weakest possible negative response, -5 = strongest possible negative response
0 = No response

 

Top of the page

Short and long run demand responses

Where a PJP campaign is successful in creating new travel habits there is potential for noticeable long term demand responses. Firstly, individual change is likely to be cumulative. As the individual becomes familiar with using alternatives to the car, it becomes easier, and therefore feasible for a wider range of journeys. Additionally, as more people are seen to make these changes, others are likely to follow.

However, it should be noted that change in travel behaviour is unlikely if it is not economically viable for the individual concerned. Particularly committed individuals could divert funds from other expenditure, but this is rare. Thus, if there are no financial incentives to change, such a response is unlikely. Such incentives do not necessarily require local authority expenditure; it can merely be a case of highlighting the savings to be made from reducing mileage and thus, fuel consumption, for example. However, as choice of personal transport often has consequences for an individual’s image, other members of their household, and sometimes employers, the decisions may not be made on a purely objective economic basis. Maintaining a certain image associated with car use, escorting other members of the household or family, and conforming to established work patterns may be considered to justify continued use of a car, even where total travel expenditure is greater than it would be if car use were reduced.

The demand responses in terms of reducing number of journeys and changing mode are dependent on the options available to individuals. For example, working from home would not be an option for an individual working for an employer who does not allow such practices and ride sharing is unlikely to be a response where there is no ride sharing scheme. The table here is completed on the basis of a homogeneous environment where all options being available.

Demand responses

 
-
1st year 2-4 years 5 years 10+ years
Change departure time
-
0 0 0 0
Change route
-
0 0 0 0
Change destination Change job location 0 1 1 2
-
Shop elsewhere 1 2 3 3
Reduce number of trips Compress working week 0 1 2 3
-
Trip chain 1 2 3 3
-
Work from home 0 1 2 3
-
Shop from home 0 1 2 3
Change mode Ride share 1 2 3 3
-
Public transport 1 2 3 4
-
Walk/cycle 1 2 3 4
Sell the car
-
0 0 1 2
Move house
-
0 0 1 2
1 = Weakest possible response, 5 = strongest possible positive response
-1 = Weakest possible negative response, -5 = strongest possible negative response
0 = No response

Selling a car and moving house are very unlikely as even medium term responses to a PJP campaign. They are more likely to be a long term response enacted when the change is prompted by other motivations. The situation is similar with regard to changing job location, although there is more likelihood of this being a medium term response.


Level of response

The impacts on price elasticity of demand caused by the implementation of a PJP campaign will vary according to the success of the programme and the context in which it is implemented. A programme that promotes all alternatives available equally will have different impacts from one which is targeted at increasing cycling rates. Thus, the type of trip, type of traveller, price elasticity of related goods and services and whether the elasticity accounts for short term or long term demand responses are important influential factors in the calculation and interpretation.


Supply impacts

There will not be an increase in the supply of road space. Where a PJP campaign works with existing alternatives to car use, there will be no change in the nature of supply, merely a change in the way the existing supply is used. Where a PJP campaign accompanies infrastructure measures such as the introduction of bus rapid transit, the supply impacts will be greater.

Top of the page

Financing requirements

The cost of a PJP campaign can be significant, especially where a local authority buys in services from an outside organisation. The cost is a factor of the number of individuals targeted, the amount of publicity material and information leaflets involved, the design of the survey (nature of travel diaries used, and possibly questionnaires) the level of technology used to process data and how much needs to be bought in specifically for the project. High levels of technology utilisation may not be more expensive than employing staff to process diaries by hand. Despite potentially high costs, the PJP aspect of the Travel Smart programme in Perth, Western Australia has been shown to be cost effective.

The following figures compare the total cost of the Travel Smart programme in South Perth with that of introducing a new bus service. The whole programme includes a PJP campaign, as well as wider publicity and initiatives. The public transport figures are derived from the first four months of monitoring of the Transperth (public transport) electronic ticketing system undertaken throughout the large scale roll out of Travel Smart between February and June 2000.

 

New Bus Service

South Perth Travel Smart

Capital Cost

$1.43 m

$1.28 m

Gross Operating Cost

$3.2 m

$0.03 m

Patronage

870,000 pa

302,400 pa

Revenue

$1.84 m pa

$0.314 m pa

Return

$0.55

$1.99

Source: Department of Transport Western Australia (DTWA), (August 2000) Travel Smart, A Cost Effective Contribution to Transport Infrastructure.

The return is based on a 10 year time span with the following assumptions:

  • No decline in the effect of Travel Smart®
  • Patronage, costs and revenue for the new bus service remain constant (DTWA, 2000).

It is noted that the bus services in "South Perth have sufficient capacity to absorb the expected increase in patronage" (DTWA, 2000).

DTWA (2000) note that the point of the comparison “is not to say that this new bus service should not be implemented but that Travel Smart is an effective programme that should be included in public transport capital works assessments.”

Assessment of recent UK Sustainable Travel Demonstration Towns indicates a cost in the most expensive example of £16.13 per head for the Smarter Choices measures implemented (DfT, 2009) – these included PJP. Where a Smarter Choices scheme is a rolling programme over a number of years “it is assumed that the costs of the scheme increase by 2.0% per annum” (DfT, 2009). This is calculated on the basis of urban population forecasts, and assumes Smarter Choices measures involve the whole urban population of a town or city.

Top of the page

Expected impact on key policy objectives

Personalised journey planning is usually implemented as part of a strategy of reducing car use, thus it will contribute to policy objectives that require this. Even where PJP is implemented with other strategies, e.g., an increase in public transport patronage, as in some Australian examples, reductions in car use are likely. However, where reducing car use is perceived as socially unacceptable (or ‘untrendy’), the impacts are likely to be small. Further to this, they will be unsustainable if there is no support to encourage individuals to maintain changes in their travel behaviour.

Contribution to objectives

Objective

Scale of contribution

Comment

Efficiency

2

By reducing delays and improving reliability. Contribution may be greater where the campaign is accompanied by infrastructure and/or service alterations which make using alternatives to the car more attractive.

Liveable streets

2

By reducing community severance.

Protection of the environment

2

By reducing air and noise pollution, and pressures on green space and environmentally sensitive sites

Equity and social inclusion

2

PJP alone will do little as it targets car drivers. In the short term where PJP is accompanied by improved/new provision for alternatives low income car users may benefit if they no longer need a car. In the very long term social pressure to own a car may decrease if the image associated with using alternatives and the practicalities of doing so improve.


Safety

2

By reducing traffic levels.

Economic growth

1

By freeing up potentially productive time currently lost in congestion

Finance

1

The figures above indicate positive economic outcomes locally, but they do not factor in reduced tax revenue from fuel sales

1 = Weakest possible positive contribution, 5 = strongest possible positive contribution
-1 = Weakest possible negative contribution -5 = strongest possible negative contribution
0 = No contribution

Top of the page

Expected impact on problems

In as much as the key problems caused by road transport are often the result of excessive car use, a successful PJP campaign has the potential to have significant impacts. However, where reducing car use is perceived by the public as socially unacceptable (or ‘untrendy’), the impacts are likely to be small. As reducing car use becomes more acceptable over time, impacts may increase cumulatively.

Contribution to alleviation of key problems

Problem

Scale of contribution

Comment

Congestion-related delay

2

Contribution may be greater where the campaign is accompanied by infrastructure and/or service alterations which make using alternatives to the car more attractive.

Congestion-related unreliability

2

Contribution may be greater where the campaign is accompanied by infrastructure and/or service alterations which make using alternatives to the car more attractive.

Community severance

2

By reducing traffic volumes

Visual intrusion

1

By reducing traffic volumes

Lack of amenity

2

Where increased walking and cycling results from the campaign there may be greater use of local facilities, which will sustain and possibly increase their supply.

Global warming

2

By reducing traffic-related CO2 emissions

Local air pollution

2

By reducing emissions of NOx, particulates and other local pollutants

Noise

1

By reducing traffic volumes

Reduction of green space

1

By reducing pressure for new road building and city expansion

Damage to environmentally sensitive sites

1

By reducing traffic volumes

Poor accessibility for those without a car and those with mobility impairments

1

There is no direct impact, but where increased demand for public transport results from a campaign, quality and volume of supply may increase.

Disproportionate disadvantaging of particular social or geographic groups

1

PJP targets car drivers, but in the longer term increased demand for alternatives may result in increased supply, which could benefit other social groups.

Number, severity and risk of accidents

2

By reducing traffic volumes

Suppression of the potential for economic activity in the area

1

By improving the efficiency of the local road network through reduced congestion, especially where combined with other measures, including those that lock in reduced congestion.

1 = Weakest possible positive contribution, 5 = strongest possible positive contribution
-1 = Weakest possible negative contribution -5 = strongest possible negative contribution
0 = No contribution


Top of the page

Expected winners and losers

One would not expect everybody to benefit equally from any transport measures. However, a PJP campaign does not force anybody to change their travel habits, thus there is more potential for winners than losers.

Winners and losers

Group

Winners / losers

Comment

Large scale freight and commercial traffic

1

High value journeys – less time spent in congestion the greater the vehicle utilization – relatively small proportion of journey distance in urban conditions.

Small businesses

1

Where these are local and reduced car use encourages use of local amenities. On a wider scale they are likely to benefit from reduced congestion.

High income car-users

1

High income associated with high value of time and thus continued car use for high value journeys. These journeys will benefit from reduced congestion.

People with a low income

2

Where they are able to make fewer car journeys and thus save money.

People with poor access to public transport

2

Where increased demand for alternatives results in increased quality and volume of supply.

All existing public transport users

1

Reduced congestion will the reliability of existing public transport. Plus, where increased demand for alternatives results in increased quality and volume of supply.

People living adjacent to the area targeted

1

They may benefit from reduced congestion and improved or increased public transport supply.

People making high value, important journeys

1

These journeys may still be made as solo drivers, but reduced congestion will result in valuable time savings.

The average car user

3

Where they are able to travel more efficiently, saving time and money. Plus getting more exercise through walking and cycling, and experiencing the community benefits which accrue from these modes.

1 = weakest possible benefit, 5 = strongest benefit
-1 = weakest possible disbenefet, -5 = strongest possible disbenefit
0 = neither wins nor loses


Barriers to implementation

There are a variety of barriers to the implementation of personalised journey planning.

Scale of barriers

Barrier

Scale

Comment

Legal

-1

There are no obvious legal barriers to the implementation of a PJP campaign, although there may be a need to ensure that the organisation instigating the campaign is not held responsible for any negative impacts on an individual resulting from a change to habitual travel patterns.

Finance

-2

PJP can be perceived as expensive where levels of behaviour change are low, but where there is notable change, they are viewed as value for money.

Political

-1

This varies from place to place and is likely to be highly related to public acceptance.

Feasibility

-1

Reluctance of individuals to participate is the key feasibility issue.

-1 = minimal barrier, -5 = most significant barrier

Top of the page


Text edited at the Institute for Transport Studies, University of Leeds, Leeds LS2 9JT