My understanding was also that Stagecoach were aiming for 8-10% revenue income in year one, with some cost savings being implemented.
My interpretation is that Stagecoach expected passenger numbers to rise in line with the rises DOR experienced, but that Stagecoach would be better placed to manipulate the Advance quotas to increase the price paid per passenger. They've certainly manipulated the quotas- each tier has remained unchanged, but finding the lowest tiers is all-but-impossible now- but that has had the impact on reducing passenger increases. Trains still have healthy loadings, but they are not any busier than they were two years ago. And pushing the fares too high for leisure trips doesn't work because the regulated fare acts as a price cap. Many of the AP fares are now only a couple of quid cheaper than the Super Off Peak return, I'm certainly using the walk up ticket more, which actually reduces VTEC income as ORCATS spreads the revenue further.
Interestingly British Airways are now very competitive on price from Edinburgh, Newcastle and Leeds/Bradford to London. Buying today for a business trip on Monday BA are undercutting VTEC by about £30. I'm flying to London more because BA are about the same price as standard class tickets and are significantly cheaper than first class tickets. BA didn't bother competing with DOR but they seem to be making an active decision to have a go at VTEC. Willie Walsh isn't a fool, it's interesting that they've made that call.
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I have a feeling that is down to significant growth in the bus business, which has always given Stagecoach most of their profit.
I also can't help but wonder if DafT will be giving Stagecoach revenue support due to Stagecoach missing their targets. After all, DafT gave over £100m in revenue support to Stagecoach when they overbid on EMT and SWT, and for ideological reasons DafT can't afford to see a third private operator on East Coast go to the wall.
Broadly-speaking, these are my thoughts as well. Since last year, I've moved a lot of my ticket-purchasing away from VTEC; I'm personally actively favouring TP and GC on the ECML, even if it involves a change at YRK or DON (and I'm not in a huge hurry) and I have all but given up on 'buying-up' to First - not so much because of the fare differential but more because I find the First product increasingly 'grating'.
This isn't a purely VTEC effect; I think it was probably building with me under DOR, but now I find the brand marketing drivel to be so utterly divergent from the reality that the balance has definitely tipped.
I know it might sound First World problematic, but I don't want wine at 11am in First Class; I want to work, with a coffee. I don't want to be told that I can't have a coffee until after I have eaten; I don't want to be told when to eat, and I certainly do not want death by beetroot. If I do want to eat, I'd like the menus to have been put out, and the menu type (now it's all in a booklet) to be announced. I don't want to be barked at with a 'JAWANNA EAT' when I have no clue yet as to what's being offered.
It seems that First has increasingly become a premium leisure product, and that can't be good for yields.
In Standard, at least with a table, I find the whole thing to be generally less 'hassled' and I get on with my work on a dongle connection, with a Costa at the start of the journey and the trolley passing part way through.
Other things that I have noticed too, apart from the disappearance of certain ADV fare levels from key trains, is that GC Standard fares to and from York are apparently firming-up, so I do wonder if more people are voting with their feet for a more realistically-marketed product. Their services 'feel' busier than ever to me.
I also note that, say, the 17:57 fast YRK>KGX to London is very light from York, but the 18:02 stopper is rammed. For next Friday (and this is the normal pattern as far I can see), the former is £73 ADV and the latter is £28.50 so, again, they seem to be running for the masses of low-yield, while shunting 410 tonnes of expensive fresh air down the line just ahead of it.
So, I'm only one person, but the majority of my spend is actually for others. According to my records, spend in the last six months was £11.5k with VTEC, but £16.5k in the previous six, so that's a just over 30% drop in 'top end' revenue. How much of that is me guiding business away, and how much is passengers themselves trading away and/or down, I'm not sure. I'm certainly not encouraging more business.
Whilst I may be an edge-case then, it's still not going to help them get to the growth figures that they reportedly need.