Warwickshire fare changes 24th April 2022

[Steveminor]

It was still the principle that was to be used Nationwide. If you have a bus service that carries 20 passengers a journey, holding fares and attracting just one extra passenger gives you a 5% revenue increase and gives you more revenue than increasing fares by 5% and losing one passenger.

Yes fares in country areas need to be higher than urban areas, but they already are generally, but the principle of holding fares and getting extra passengers still can apply

That equation doesn't work if you're 50% lower and is working on a pre pandemic elasticity model.
we need to update that model & rethink fares network etc to meet the post pandemic world we are now in. Travel habits have changed, people's views have changed yet some operators & LTAs are acting as if nothing needs to change