Adam Toone, Ticketer Chief Commercial & Operations Officer, was recently invited by Coach & Bus Week magazine to pen his thoughts on the key role tech plays in our ever-evolving industry.
Read the full feature below or visit Coach & Bus Week’s website to read the full issue.
The Role of Technology: Enablement
As our industry continually evolves to meet changing passenger expectations and operational demands, technology remains central to progress.
At its core, the role of technology is to enable. Applied with purpose, it connects systems, optimises performance, strengthens collaboration and enhances every stage of passengers’ journey.
In this article, Adam Toone explores technology’s key role in our industry, and how it can be harnessed to benefit passengers and drive not just vehicles forward, but the entire bus and coach industry.
Technology and the Passenger: Our North Star in a Digital World
Whether you’re for it or against it, everyday life is becoming increasingly digital. People are relying less on human transaction at the point of sale and more on seamless, tech-enabled capabilities. From the rapid rise of supermarket self-checkouts to the growth of taxi apps like Uber, many people now prioritise digital convenience over face-to-face interactions.
Today’s passengers are also more digitally confident than ever, with a growing number of “native” technology users – those who have grown up with the internet, smartphones and instant access to information – now travelling by bus and coach. For this audience in particular, digital convenience isn’t a luxury; it’s a basic expectation.
For our industry to remain attractive, efficient and relevant, we must therefore keep passengers as our true North Star and meet them where they are: in a world that’s digital, connected and instant.
By leveraging technology to deliver seamless ticketing and fare collection, accurate real-time updates, intuitive apps and personalised travel information, we can respond to passengers’ evolving needs and expectations. And in doing so, technology becomes more than an operational tool – it becomes an enabler of choice, sustainability and connection, transforming bus and coach travel from a necessity into a preferred, modern way to move.
Accessibility and Inclusion: Technology That Works for Everyone
As we continue to adapt to passengers’ evolving expectations, it’s vital to remember that digital progress must be inclusive. The role of technology in public transport isn’t merely about efficiency or convenience – its true value lies in removing barriers and giving every passenger the confidence to travel independently, regardless of their needs.
The recent Public Service Vehicles (Accessible Information) Regulations reinforce this, highlighting the importance of audible and visual announcements and consistent, inclusive information on board every vehicle. Further examples include real-time updates on operator apps regarding wheelchair bay availability – communicated via Ticketer’s Passenger Occupancy feature – clear digital communication and accessible app design ensure everyone feels confident to travel.
When inclusivity guides design – through intuitive systems and thoughtful communication – technology becomes a force for equity and trust, helping to ensure that progress works for every passenger, not just the connected or confident.
Integration and Collaboration: Connecting Technology for Growth
As congestion increases, fuel and living costs rise, and sustainability remains front of mind, more people are turning to public transport. This shift presents a major opportunity – one where technology plays a central role in repositioning public transport not just as a fallback during times of socio-economic pressure, but as a long-term, preferred way to travel.
Technology facilitates this transformation through connection; bringing together authorities, operators, systems and services to create an integrated transport ecosystem that delivers seamless passenger experiences.
To achieve this, we must move beyond isolated innovation and embrace close collaboration between regional authorities, operators and suppliers to ensure systems work seamlessly across networks. Account-based ticketing through Tap On / Tap Off, multi-operator fare capping, punctuality features such as Ticketer’s Traffic Light Priority, and the sharing of accurate, real-time data all help make journeys faster, efficient, and more enjoyable.
Ultimately, by connecting systems and capabilities – rather than working in silos – we can create a unified transport ecosystem that delivers consistency, convenience and confidence for every passenger, leveraging technology to power progress and uptake across the bus and coach industry.
The Technology of Tomorrow
Our industry has always been driven by change, and at Ticketer, we’ve been proud to help shape much of that evolution for our customers. But the pace of transformation today is unprecedented.
Over the next decade, technology will reshape our industry more than it has in the past fifty years, bringing immense opportunity with it.
As the boundaries between AI, technology, data and mobility blur, we have a real chance to redefine what public transport can be. Yet, as ever, their value will lie in how we apply them and by continuing to focus on what matters most: our users, the passengers of tomorrow and industry collaboration.
At Ticketer, we’re committed to shaping that future alongside our industry partners – applying technology with purpose to make every journey smoother, and ensuring innovation always serves the people who make and take public transport.
Because when we get that right, technology doesn’t just move buses. It moves the entire industry forward.
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