UK Railway Performance & Revenue Dashboard 2004

Introduction Welcome to the Railway Performance and Revenue Dashboard

This dashboard provides an in-depth analysis of our railway operations and revenue streams. Explore the most popular routes to understand customer travel patterns, determine peak travel times to optimize scheduling and resource allocation, and analyze revenue from different ticket types and classes for strategic pricing insights. Additionally, diagnose on-time performance and identify contributing factors to enhance punctuality and customer satisfaction. Use these insights to drive improvements and ensure a superior travel experience for our passengers.

Revenue

1. Revenue Trend by Month: January 2024: Revenue peaks at £205k, constituting 27.67% of the total revenue for 2024. This indicates a strong start to the year with high ticket sales. February 2024: Revenue drops to £154k, making up 20.79% of the total revenue. This shows a decrease compared to January. March 2024: Revenue increases again to £194k, representing 26.28% of the total revenue, indicating a recovery or seasonal demand. April 2024: Revenue is slightly lower at £187k, which is 25.26% of the total revenue, suggesting a stable trend from March.

Investigate seasonal patterns, implement targeted marketing campaigns in lower revenue months, leverage events for promotions, and continuously monitor trends to optimize revenue throughout 2024.

2. Revenue vs Refunded: Actual Revenue: The total actual revenue is £741k, which constitutes 95% of the total revenue. This indicates that the majority of the revenue is retained. Refunded Revenue: The total refunded revenue is £39k, making up 5% of the total revenue. This suggests that a small portion of the revenue is refunded.

This indicates strong retention of revenue and suggests that the majority of our customers are satisfied with their purchases. However, to reduce refunds further, we need to improve on-time performance, provide real-time updates, offer alternative compensation, invest in infrastructure, and enhance customer communication.

3. Top 10 Routes: London Kings Cross to York: generates the highest revenue at £183k, making up 29.90% of the total revenue from the top 10 routes. Liverpool Lime Street to London Euston: The second highest revenue is from this route, totaling £113k, which constitutes 18.49% of the top 10 routes' revenue. London Paddington to Reading: This route generates £65k, making up 10.67% of the total revenue. London Euston to Manchester Piccadilly: Revenue from this route is £61k, representing 9.96% of the total. London St Pancras to Birmingham New Street: This route brings in £52k, contributing 8.63% of the total revenue. London Euston to Birmingham New Street: Revenue here is £50k, accounting for 8.22% of the total. Manchester Piccadilly to London Euston: This route generates £33k, making up 5.53% of the total revenue. Birmingham New Street to London St Pancras: Revenue is £19k, which is 3.10% of the total. Manchester Piccadilly to Liverpool Lime Street: This route brings in £17k, contributing 2.83% of the total revenue. Manchester Piccadilly to London Paddington: The revenue from this route is £16k, accounting for 2.68% of the total.

The majority of the revenue is concentrated on key routes connecting major cities, with the top route (London Kings Cross to York) alone contributing nearly 30% of the revenue from the top 10 routes. This highlights the importance of these routes for the railway company's revenue.

4. Revenue by Ticket Type: Advance Tickets: show consistent peaks and troughs, contributing approximately 41.69% of the total revenue, suggesting they are heavily influenced by booking patterns related to planned travel times, such as holidays and vacations. Off-Peak Tickets: exhibit more stable trends with smaller fluctuations, contributing approximately 30.10% of the total revenue, indicating steady usage by passengers who travel during non-peak hours. Anytime Tickets: make up about 28.21% of the total revenue, show variability but generally lower peaks compared to Advance Tickets, reflecting their use for more immediate and flexible travel needs.

By analyzing these, the railway company can tailor its strategies to optimize ticket sales. For instance, promoting Advance Tickets during off-peak months or introducing special offers for Off-Peak and Anytime Tickets during high-demand periods can help balance revenue across ticket types and months.

5. Revenue by Ticket Class: Standard Class: Generates the highest revenue, contributing approximately 79.86% of the total revenue. This indicates that the majority of passengers prefer traveling in Standard Class, likely due to its affordability. First Class: accounts for around 20.14% of the total revenue, showing a smaller yet significant portion of passengers opting for the premium experience.

This breakdown highlights the importance of maintaining high-quality service in Standard Class, as it drives the majority of the revenue. Additionally, efforts to promote First Class, such as offering promotions or highlighting the benefits, could help increase its revenue share.

6. Revenue by Payment Method: Credit Card: constitutes 63.28% of the total revenue. This indicates a strong preference for credit card payments among customers. Contactless: The second highest revenue source is from contactless payments, making up 29.58% of the total revenue. This shows a significant portion of customers prefer the convenience of contactless payments. Debit Card: contribute the least to the total revenue, with £52,966, which is 7.14% of the total revenue. This suggests that fewer customers use debit cards compared to credit cards and contactless payments.

By analyzing these, the railway company can enhance the credit card and contactless payment experiences with incentives, promote and support diverse payment options, and improve customer communication to increase satisfaction and revenue.

7. Revenue by Purchase Type: Online: The highest revenue comes from online purchases, totaling £382k, which constitutes 51.59% of the total revenue. This indicates that a significant portion of customers prefer purchasing tickets online. Station: The revenue from station purchases is slightly lower, amounting to £359k, which makes up 48.41% of the total revenue. This shows that a considerable number of customers still prefer buying tickets at the station.

Enhance and promote the online purchasing experience, maintain efficient station services, and integrate both platforms to optimize revenue and cater to diverse customer preferences.

8. Revenue by Railcard: No Railcard: The highest revenue comes from customers without a rail card, totaling £573k, which constitutes 77.33% of the total revenue. This indicates a significant portion of revenue is generated from non-rail cardholders. Adult Railcard: The second highest revenue source is from customers with an adult rail card, amounting to £86k, making up 11.64% of the total revenue. This shows that adult rail cards are fairly popular among users. Disabled Railcard: Revenue from customers with a disabled rail card is £52k, which is 7.05% of the total revenue, reflecting a moderate usage of this rail card. Senior Railcard: The lowest revenue comes from customers with a senior rail card, totaling £29k, which is 3.99% of the total revenue. This suggests that fewer senior customers use rail cards compared to other categories.

Encourage rail card usage through promotions and targeted marketing, introduce new rail card options, and educate customers on the benefits to increase revenue and customer loyalty.

Peak Hours

Early Morning Peak (6 AM): The highest revenue is generated at 6 AM, totaling £110k. This suggests a high volume of ticket purchases during the early morning hours.

1. Mid-Morning Peak (9 AM): Revenue at 9 AM is £68k, indicating another significant peak in ticket purchases during the mid-morning.
2. Late Afternoon Peak (5 PM): Revenue at 5 PM is £51k, showing a high volume of purchases during late afternoon, likely due to commuters.
3. Other Significant Hours:

• 7 AM: £48k
• 3 PM: £48k
• 5 AM: £42k
• 8 PM: £39k
• 8 AM: £36k

The revenue trends indicate peak ticket purchasing times primarily in the early morning (6 AM), mid-morning (9 AM), and late afternoon (5 PM). These peaks likely correspond to common commuting times, suggesting a high volume of customers purchasing tickets for travel during these periods. Understanding these peak times can help optimize staffing, improve service efficiency, and better manage customer demand during these critical hours

Routes & Trip Performance

Insights on Busiest Routes and Trip Performance

Busiest Routes

1. Manchester Piccadilly to Liverpool Lime Street

• Number of Journeys: 4,628
• Percentage of Total Journeys: 14.62%

2. London Euston to Birmingham New Street

• Number of Journeys: 4,209
• Percentage of Total Journeys: 13.30%

3. London Kings Cross to York

• Number of Journeys: 3,922
• Percentage of Total Journeys: 12.39%

4. London Paddington to Reading

• Number of Journeys: 3,873
• Percentage of Total Journeys: 12.24%

5. London St Pancras to Birmingham New Street

• Number of Journeys: 3,471
• Percentage of Total Journeys: 10.97%

Trip Performance

1. On Time

• Number of Journeys: 27,481
• Percentage of Total Journeys: 86.82%

2. Delayed

• Number of Journeys: 2,292
• Percentage of Total Journeys: 7.24%

3. Cancelled

• Number of Journeys: 1,880
• Percentage of Total Journeys: 5.94%

These insights highlight that the route between Manchester Piccadilly and Liverpool Lime Street is the busiest, while the majority of journeys are completed on time. Delays and cancellations make up a smaller percentage but still impact the overall trip performance.

Delay & Cancellation

The analysis reveals that the primary reasons for delays and cancellations are signal failures (34.62%), weather conditions (23.08%), and staff shortages (16.35%). Mondays and Fridays are the most affected days, accounting for 28.85% and 25.00% of disruptions respectively, while weekends see fewer issues (17.31%). Peak hours, particularly in the morning (7 AM - 9 AM) and evening (5 PM - 7 PM), experience the highest incidences of delays and cancellations, with 33.65% and 26.92% respectively. The routes from Manchester Piccadilly to Liverpool Lime Street (14.42%), London Euston to Birmingham New Street (12.50%), and London Kings Cross to York (11.54%) are the most frequently disrupted, highlighting areas where improvements are needed to enhance overall service reliability.

Conclusion The analysis of the railway data highlights that despite strong revenue performance, several areas need improvement to enhance service reliability. The busiest routes include Manchester Piccadilly to Liverpool Lime Street, London Euston to Birmingham New Street, and London Kings Cross to York. While 86.82% of journeys are on time, delays (7.24%) and cancellations (5.94%) are primarily due to signal failures (34.62%), weather conditions (23.08%), and staff shortages (16.35%). These disruptions are more frequent on Mondays and Fridays, especially during peak hours. To address these issues, investing in signal infrastructure, enhancing weather resilience, optimizing staffing, managing peak-hour traffic, focusing on high-impact routes, and leveraging effective pricing strategies are recommended. Regular audits and passenger feedback will further help in improving overall service reliability and customer satisfaction.