The UK’s prominent long-distance rail operator, LNER, has reported strong passenger growth with passenger revenues reaching £1.3bn, in the financial year ending March 2023. As one of the largest UK long-distance operators, LNER faces intense competition from other rail networks (Avanti West Coast and Grand Central), alternative transport modes such as coaches (National Express and Megabus), and domestic budget airlines.
| 2020/21 | 2021/22 | 2022/23 | |
|---|---|---|---|
| LNER | 6.2 | 18.4 | 23.3 |
| Avanti West Coast | 8.1 | 22.3 | 29.8 |
| CrossCountry | 7.4 | 16.9 | 22.3 |
| Grand Central | 0.4 | 1.1 | 1.8 |
| Hull Trains | 0.2 | 0.8 | 1.2 |
Source: ORR
Table 1 – UK Long-distance Passenger Journeys (millions)
LNER operates key routes along the East Coast Main Line, filling an average of 82% of its seat capacity on peak services. Traditionally, intercity train operators have targeted a capacity utilization rate of around 70% to balance passenger comfort with profitability.
To manage demand, rail operators have widely adopted dynamic pricing models where ticket prices rise as the departure date approaches. Table 2 shows how prices quoted for two routes on the network were significantly lower if booked on 15 January 2023 compared to 1 July 2023.
| Route | Date when price was quoted | Date of travel | ||
|---|---|---|---|---|
| 12 July 2023 | 10 September 2023 | 5 December 2023 | ||
| London to Edinburgh | 15 January 2023 | £65 | £52 | £45 |
| 1 July 2023 | £145 | £85 | £60 | |
| London to Newcastle | 15 January 2023 | £38 | £29 | £26 |
| 1 July 2023 | £82 | £45 | £34 |
Source: National Rail Enquiries (accessed 15/01/23 & 01/07/23)
Table 2 – Standard Single ticket rail prices quoted on different dates
On most long-distance routes, users can choose between standard rail services or pay a premium for additional amenities such as seat reservations, hot food, and lounge access.
| Operator | Basic price | Seat reservation | Hot meal & lounge access |
|---|---|---|---|
| LNER | £52 | Free | £35 |
| Avanti West Coast | £68 | Free | £40 |
| Grand Central | £44 | £4 | £28 |
Table 3 – Ticket options and add-ons for London to Edinburgh (to travel on 10 September 2023)
Using Table 2, explain the concept of opportunity cost.