How changes to, or the introduction of a new, bus service and facilities have brought about improvements including an increase in passenger numbers, modal shift, improved customer satisfaction ratings; or improved reliability.
Previous Winners:
2023: Flixbus
2019: Liverpool City Region Bus Alliance: Bucking the trend: delivering growth in partnership
2018: Liverpool City Region Bus Alliance: Bucking the trend: delivering growth in partnership
2017: Transport for Greater Manchester, Greater Manchester’s Bus Priority Package
2016: LibertyBus Jersey
McGill's Bus Group: Glasgow Nightbus
In July 2023, a significant operator announced the withdrawal of the only night bus service in Glasgow, citing the unsustainability of their night bus network due to low patronage that had not rebounded post-pandemic. With Glasgow’s Subway and suburban trains ceasing operations by midnight, night buses became the sole public transport option for late-night commuters. This situation raised concerns among the Night Time Industries Association Scotland and the Poverty Alliance regarding the safety of night workers and customers returning home during the early hours.
In response, McGill’s, the UK’s largest privately-owned bus operator, collaborated with local bar and club owners to reinstate the night bus service. They conducted a review of potential measures that Glasgow City Council could implement to enhance night bus operations. Following discussions with First Bus, a full night bus network was reinstated in late August 2023, featuring a simplified and more regular timetable.
Within just two weeks, the service surpassed expected patronage levels, with 17,000 customer journeys recorded in its first six months. Partnerships were established with nighttime venues to promote the service, including Nightbus route information displayed in bars and clubs, branded McGill’s Nightbus beer mats, and travel discounts for staff. The network operates five routes on Fridays and Saturdays, running hourly after midnight, with the last buses departing the city center as late as 3:45 AM. Notably, the McGill’s Nightbus is distinguished as the only all-electric night bus network in the UK, contributing to economic support in Glasgow while ensuring safe and accessible travel options for all workers.
Brighton & Hove Buses: Regency Route
Brighton & Hove’s Bus Service Improvement Plan, in collaboration with East Sussex County Council, aims to enhance inter-urban links connecting new housing developments to employment and leisure opportunities in Hailsham and Lewes. The plan includes an increased bus frequency along the congested Hailsham to Eastbourne corridor and improved service between Uckfield and Heathfield.
Brighton & Hove has furthered this initiative by extending the Regency service 28, which now connects Brighton, Hailsham, Lewes, and Eastbourne. This route provides a community service for residents along its partially rural stretch, linking one of East Sussex’s largest housing developments in Hellingly to local jobs, schools - including King’s Academy in Ringmer - and universities at Brighton’s Falmer campus. The 28 now operates every 30 minutes and extends late into the night between Hailsham and Brighton to accommodate late-night travelers.
Additionally, the Regency 29A service has been enhanced to operate every hour, seven days a week, in response to growth in the Uckfield to Heathfield area, connecting community college facilities. A £200,000 investment has introduced fresh branding, including route maps displayed on buses, next-stop digital announcements, USB charging points, and Wi-Fi access.
Recent data from Transport Focus’s 2023 bus survey for East Sussex shows a satisfaction rating of 94% for these routes, significantly above the regional average of 79%. Patronage growth figures from spring 2024 indicate an average of 57,063 passengers per week on the recently refurbished routes, reflecting a 31% increase compared to the previous year.
Transport for Wales: Traws Cymru T1
The T1 bus service, operated by Traws Cymru (TC), has experienced notable patronage growth since its inception. Initially launched as a public sector initiative, TC aims to enhance transport connectivity in rural areas of Wales that lack direct rail services. The T1 effectively addresses rural exclusion by providing essential public transport options, facilitating access to the nearest rail stations at Carmarthen and Aberystwyth, which are situated at a considerable distance from many communities.
Customers can purchase a combined ticket for travel by rail to Carmarthen or Aberystwyth, including onward travel on the T1. The National Rail journey planner incorporates the bus service, featuring virtual stops at Lampeter and Aberaeron. On-board announcements inform passengers of the next three trains departing as the bus approaches the railway stations.
Launched in March 2023 by Transport for Wales (TfW), the all-electric T1 service operates a 50-mile route between Carmarthen and Aberystwyth, serving several small communities along the way. Since its launch, the service has surpassed expectations, recording a 65% increase in passenger numbers from 183,200 in 2022/23 to 302,400 in 2023/24.
This growth can be attributed to partnerships with Carmarthenshire County Council and First Cymru, who are contracted by TfW to operate the service. A complimentary trial for NHS staff in Carmarthenshire led to over 1,600 journeys made within eight weeks, demonstrating the potential for modal shift. The innovative fare structure, which is distance-based and tailored to journey patterns, has also contributed to a 30% increase in revenue.
Stagecoach East Scotland: Dundee to St Andrews on Service 99
In partnership with Stagecoach, St Andrews University launched an initiative aimed at reducing car journeys to the campus and encouraging staff and students to return post-pandemic. This collaboration introduced a subsidised ticket scheme, offering a 75% discount on bus fares for all staff and students, excluding those under 22 who are eligible for free travel. The discount is jointly funded, with St Andrews University covering 50% of the ticket cost and Stagecoach providing a 25% commercial discount.
The scheme operates through a corporate version of the Stagecoach Bus App, where users can purchase discounted tickets and present them to drivers upon boarding. The trial launched in late 2022 for six months, supported by the university's communications team, while Stagecoach staff were available on campus to assist with app usage and technical support.
Analysis of the trial revealed that 26% of staff and 6% of students participated in the scheme, with 34% of them switching their commute from car to bus. Over 880 tonnes of carbon emissions were saved during the initial period, and fare-paying passengers increased by 6%. Due to the success of the pilot, the partnership was extended for another six months, maintaining the 75% discount, though with a revised reimbursement model.
As of February 2024, the scheme remains active, having sold over 21,000 tickets in 2023 and saving participants approximately £793,000 in travel costs.
Go South Coast Ltd: Bluestar 2 - going for growth
Bluestar 2 is an inter-urban bus route operating in and around Southampton, connecting Fair Oak to Southampton via Bishopstoke, Eastleigh, North Stoneham, Swaythling, and Portswood. The service has been responsive to demand drivers, such as new housing developments and increased college attendance, enabling Bluestar to enhance service levels with additional journey offerings. In April 2024, the service saw improvements in Saturday and evening schedules, following an earlier enhancement in 2018 that increased the frequency from three to four buses per hour.
A £3.1 million investment facilitated the introduction of 10 new buses in May 2024, along with a flat fare scheme of £2. Strong partnerships with Barton Peveril College and the University of Southampton have allowed Bluestar to tailor timetables to meet educational requirements. Digital and printed timetables are available, with an app enabling customers to track buses live, updated every 10 seconds, and providing notifications on service changes, such as roadworks.
In 2018, Bluestar 2 carried an average of 4,000 passengers daily, which increased to 6,000 by 2024, reflecting consistent double-digit year-on-year growth since 2022. The OURBUS marketing campaign aimed to position bus travel as a positive choice, resulting in 5.9 million views across the Google advertising network, a 30% increase in app downloads, and 157,000 YouTube impressions. Due to its success, a second campaign phase targeting young adults was launched in April 2024, demonstrating the effectiveness of coordinated vehicle investment, service enhancement, and marketing strategies.
Stagecoach South: Stagecoach route 23
Route 23 serves as a vital connection between residential areas in Leigh Park and Havant with Cosham, Portsmouth, and Southsea, providing essential transport links for Queen Alexandra Hospital. Operated by Stagecoach South (SS), the route is the busiest in the city, with 20 vehicles running up to every 10 minutes, carrying 2.4 million passengers annually.
In collaboration with Portsmouth City Council, SS has utilised Bus Service Improvement Plan funding to enhance services. In January 2023, new late-night services on Fridays and Saturdays were introduced, alongside early morning weekday buses starting at 4:00 a.m. A promotional campaign in September 2023, offering free weekend bus travel across Portsmouth, successfully boosted ridership, with Service 23 recording its busiest month, exceeding 50,000 passengers weekly.
Further investments in February 2024 included the launch of a 24/7 timetable and a "You can't miss us" marketing campaign to inform local residents. A street team equipped with a branded trike engaged with over 2,000 people daily in key locations along the route, ensuring widespread awareness.
On Christmas Day 2023, SS operated services for the first time, helping over 500 passengers travel across the city. Additionally, the 2023 Transport Focus survey ranked the Portsmouth depot highest for passenger satisfaction, with 91% approval, driven by feedback from Route 23 users. As passenger numbers continue to rise, SS expects 2024/25 to be the busiest year in the history of Service 23.
Arriva UK Bus: Greenline 757
In January 2024, Arriva successfully retained the tender to operate its Greenline coach service, connecting Luton Airport for an additional five years. The service has implemented an enhanced frequency, with departures now occurring every 30 minutes during peak periods. The timetable has been standardised, ensuring that arrivals and departures from Luton Airport are synchronised seven days a week.
Performance metrics indicate a significant improvement in punctuality, which has increased by 27 percentage points compared to the previous timetable prior to March 2023. This improvement has been facilitated by the integration of insights from the BI tool AWS QuickSight and the new Optibus scheduling suite. Additionally, reliability metrics show that 99.87% of scheduled mileage has been successfully operated.
Arriva has introduced new through-ticketing options that connect its interurban bus network across Hertfordshire with the 757 service to Luton Airport. This initiative has also expanded off-bus ticketing availability, enabling customers to purchase onward travel through local partners at their departure airport or onboard their incoming flights.
As a result of these enhancements, patronage has grown by 29% year-on-year, with 53,455 passengers recorded in April 2024 compared to 41,227 in April 2023. Customer satisfaction remains high, with complaints reported at fewer than one per 100,000 passengers, underscoring the effectiveness of the service improvements implemented by Arriva.
Whippet: Universal - Suitable For All
In 2022, Whippet successfully secured a re-tender to serve the University of Cambridge, culminating in an 8-year contract that commenced in July 2023. This initiative has been supported by substantial investment and several route upgrades, leading to continued growth in patronage and customer satisfaction.
A significant development for the service was the introduction of a brand new fleet of electric buses at the start of the academic term in September 2023, positioning Whippet as a contender for the UK's largest privately funded electric bus network. To enhance customer experience, Whippet has ensured the availability of detailed and accurate information through various media, maintaining a commitment to up-to-date resources. The company relaunched its website in September 2023, which features timetable information in both on-screen and downloadable formats, live bus tracking via an interactive route map, detailed fare information, and a new mobile app that facilitates pre-purchase of tickets.
Whippet was also the first bus operator in Cambridgeshire to implement self-funded Tap on, Tap off ticketing, achieving a rapid uptake; nearly 50% of adult passengers utilised this method within the first week, with over 63% now regularly using it. Regular communication with the University is maintained through monthly meetings to review key performance indicators (KPIs) and customer feedback, with the Students' Union acting as a valuable feedback conduit. Customer feedback remains positive, with only one complaint received for every 22,000 passengers and an average response time of under two days. Whippet also conducts frequent promotions, such as “Days Out With Whippet,” to support local events and attractions.
Stagecoach East: MK1
In 2022, Stagecoach East (SE) conducted modelling that highlighted the potential for the MK1 service to effectively serve the A6 corridor, an area characterized by a high concentration of housing. This service aims to facilitate transportation from key conurbations along the route directly to Milton Keynes, including access to Luton Airport. Luton Borough Council’s Bus Service Improvement Plan also identified a need for increased services between Wigmore and Luton’s central area. Consequently, SE integrated these two long-established routes, which initially met with some controversy.
Extensive market research and customer insights revealed a target demographic consisting of residents along the A6 commuting to Luton and Milton Keynes, as well as airport workers, including some airport passengers. In 2023, SE invested £180,000 to re-engineer the entire MK1 fleet, modifying nine buses to include luggage racks. Promotional efforts for the new combined service included door drops, public relations campaigns, and attendance at events organized by the Chambers of Commerce, Luton Borough Council, and the University of Bedfordshire.
In terms of operational improvements, 164 drivers were released from retraining, representing 30% of the workforce, with 154 retrainings completed and 680 on-road assessments conducted. The introduction of Development on Demand courses for supervisors and a review of mentoring training have contributed to enhanced staff performance. Over the past year, sickness rates have decreased by 20%, while staffing shortages have improved by 66%. The MK1 service is now the largest passenger generator at SE’s Bedford Depot and its highest revenue earner, with punctuality increasing by 25% and passenger growth reaching 69.9%. SE successfully completed 98.99% of scheduled mileage and received an A rating from the Carbon Disclosure Project for 2023-24, a notable improvement from its previous B rating. In contrast, the transport sector's average rating for the same period stands at a D.
Nottinghamshire County Council: Nottinghamshire's Student Public Transport Scheme
A new local bus network has been established to eliminate the inefficient duplication of private and public routes serving the student populations of West Notts College and Nottingham Trent University. This initiative is supported by a new multi-operator student ticket, enhancing connectivity and simplifying fare structures. An annual investment of £700,000 from the private college-funded network has been reinvested, resulting in a total of £1.2 million added to the services.
To assess the impact of transferring 1,000 students, Podaris software was utilized to model capacity and simulate student travel preferences and their effect on travel times. In collaboration with transport operators, new and revised routes were designed, alongside improved service frequencies, including the introduction of service 90, funded by the Bus Service Improvement Plan (BSIP) and developed in partnership with local businesses. The operational flexibility for the college has been increased, allowing for travel at all times of the day.
An unlimited travel multi-operator product has been created for the area, utilizing ITSO for the first phase, with a migration to QR codes planned for January 2025. The pricing was set at £38 per month to maintain affordability, and all students received two weeks of free travel to initiate the scheme. In the first three months since launch, over 2,150 students purchased the multi-operator travel product, compared to 1,000 ticket sales in 2022-23, leading to over 185,000 bus journeys. It is projected that 700,000 journeys will be completed by the end of the academic year, representing a 700% increase from the previous private network. The ongoing collaboration with operators has resulted in a 5% increase in miles operated and a 2% rise in journeys. Off-peak travel benefits have gained popularity, with approximately 5% of journeys made using the new ticket on weekends and around 22% of term-time journeys occurring during half-term. The project has successfully promoted bus travel beyond commuting, contributing to a 30% increase in footfall at Mansfield Bus Station. Retailers in Mansfield and Sutton-in-Ashfield have reported a rise in both foot traffic and sales. Educational institutions have also noted improvements, implementing more flexible start and finish times for the benefit of students and staff.
Stagecoach West: 94/94X
Stagecoach West implemented modifications to its 4/94X Cheltenham to Gloucester service in January 2024 to accommodate an increase in usage observed among both existing and new customers. This uptick in demand had the potential to affect loading times, journey lengths, and the overall punctuality of the service. Consequently, the service frequency has been enhanced, with buses now operating every 15 minutes, reflecting a 33% improvement and offering customers a choice of eight buses per hour between Gloucester and Cheltenham.
Additionally, new evening journeys have been introduced, with each service running hourly throughout the night, thereby establishing a 30-minute headway. Sunday trips on the express 94X have also been added, resulting in a combined service frequency of four buses per hour. These changes provide customers with high-frequency service options and consistent late-night journeys.
To support these service enhancements, SW launched a marketing campaign in late February that emphasises the convenience of the 94/94X timetable in meeting customers' travel needs. The "Us Too" campaign, which will run for three months, highlights that SW drivers on the 94/94X are prepared to assist customers in reaching their destinations safely, day or night.
As a result of these improvements, average year-on-year revenue growth now stands at 22%, surpassing the baseline for expected natural growth. Overall on-time performance for both routes has seen an improvement of 12%.
