Rail travel and the Leisure market in great Britain

The purpose of this paper is to examine the factors influencing and inducing leisure travel; to convey the sensitivity of rail travel receipts to the performance of the economy and more particularly family and personal disposable incomes; to examine the potential for further market research; and finally, to determine ways and means of attracting marginal revenue in the sustainable recreation/tourism sphere to a major public sector asset.

The paper focuses on leisure marketing by Britain's national railway corporation, British Rail (BR), and the relevant activities of its three passenger business sectors: Network SouthEast (NSE), which operates regional and local services in London and the South East (though not the London ‘tube’ system); Regional Railways, which operates regional and local services elsewhere in Great Britain; and InterCity, which operates the long distance express services.

The paper reviews BR's fares promotions of recent years and in particular draws on some examples taken from Regional Railways. This sector is now the only business of British Rail which in principle is subject to a significant public grant, to meet the obligation of a minimum level of service on social grounds. Of the other two passenger businesses, Network SouthEast receives a grant but the current intention is that it should operate on a breakeven basis from the 1992/93 financial year; InterCity runs on a purely commercial basis.