Transport Secretary: East Coast Franchise — House of Commons, 2018-05-23
Topic: Transportation
Alexander David Sobel (Labour, Centre-left): I thank my hon. Friend for his comments. I often stand at King’s Cross waiting for my train home and see the words "Train cancelled" above me. I look wistfully at platform nine and three quarters, hoping that I may be able to go through the wall and travel home on the Hogwarts Express. Although the Minister for Magic, Cornelius Fudge, was a very inept Minister, he at least managed to run the Hogwarts Express successfully—unlike the Secretary of State. I completely agree with my hon. Friend’s point I would like to turn to the remarkable East Coast Rewards loyalty scheme that was made available to customers from 2011 until it was scrapped by Virgin Trains East Coast. I extend my thanks to the individuals behind the "Save East Coast Rewards" campaign, who kindly provided my office with a collection of documents obtained through freedom of information requests, including financial reports and business plans produced while East Coast was under public control. The documents disclose the business thinking behind the creation of East Coast’s generous loyalty scheme. There is a sharp focus on understanding and exploiting the unique market characteristics of the east coast main line, to compete with fierce competition from road and air The scheme had the following benefits. Frequent business travellers who spent £1,800 over three months would receive six first-class return tickets, lounge access for them and a guest, 20% off advance fares from the East Coast website and a quarter of a bottle of wine, which I am sure Conservative Members would enjoy. That was a bold and competitive offer, and it brought business back from air travel and road on to the railways. For less frequent business and leisure travellers, a spend of just £255 through the East Coast website entitled them to a free standard-class ticket anywhere on the network, so they could enjoy Yorkshire, the north-east or Scotland completely free After Virgin took over the franchise, it decided to roll out the Nectar point scheme. Subsequently, an £1,800 spend over three months would award business travellers £18-worth of Nectar points, instead of six first-class tickets. A £255 spend would get someone £2.50-worth of Nectar points, instead of one standard ticket under the public East Coast. It appears that Virgin Trains simply pushed the Nectar reward scheme on to East Coast, without paying any attention to what was already on offer, demonstrating a lack of understanding of the loyalty market, what East Coast had to offer and competition from air travel Financial reports from East Coast show that, in 2013-14, East Coast Rewards had more than 380,000 members, who accounted for 50% of expenditure. In subsequent reports, the reward scheme is shown to be ever growing, with more than 600,000 members, before being folded when Virgin-Stagecoach came in. The reward scheme was increasingly central to the surplus that East Coast provided back to the Treasury The remarkable thing is that a not-for-dividend subsidiary rail operator appears to have understood far better than Virgin-Stagecoach how to run a viable rewards scheme that succeeded in exploiting the market characteristics of the east coast main line—its status as an artery route and its discretionary travel base of leisure travellers, with competition from road and business air travel—to successfully run a rail franchise. Virgin’s inability or unwillingness to recognise the viability and popularity of the reward scheme it inherited from East Coast seems at odds with the belief that private interests are best placed to organise business profitably East Coast was an example of a rail operator that was not responsible to shareholders or profits and was not contorted into complementing the brand identity of Virgin. We had a well-run and well-liked organisation that understood its market position and its strengths and weaknesses and improved the service while pouring money back into the public purse. We need to return to that situation, not as a last resort but as a default position, using the best ownership model for rail travellers, whether as directly operated rail or a co-operative, which would have strong employee and consumer interest. We on the east coast deserve the best railway, which we have not had under Virgin-Stagecoach but did have under the public East Coast.