Arriva is solidifying its role as a top provider of digital services and smart ticketing solutions, thanks to a new multi-year contract with CrossCountry.
The Arriva Customer Engine (ACE) was chosen from 22 competitors through the UK Government’s Utilities Contract Regulation (UCR) framework. This contract will enable CrossCountry to offer a new website and mobile app, providing passengers with a more connected and seamless travel experience, including access to cheaper fares and the latest travel updates.
ACE is already popular among UK customers, serving three million passengers on Chiltern Railways, Grand Central, and Arriva UK Bus. By expanding its customer base, ACE will gain valuable insights from various passenger categories, allowing it to develop features that enhance the passenger experience and attract other transport providers in the UK and Europe.
Future developments will leverage cutting-edge Artificial Intelligence and machine learning technologies, potentially integrating with other platforms and apps to offer additional services or activities for passengers.
Unlike other digital platforms that charge booking fees, ACE provides a direct service to customers without any extra costs. With around 33 million journeys made with CrossCountry in 2024, this contract will significantly boost ACE’s user base in the UK and enhance Arriva’s digital offerings within its diversified UK Trains portfolio.
In the past year, ACE facilitated the purchase of 1.14 million rail tickets, totaling £31 million in sales. The app has been downloaded by 750,000 rail users, with many others using the transport provider’s websites. The digital platform allows customers to plan journeys, purchase tickets, receive live updates, and access helpful information while traveling.
Amanda Furlong, Interim Managing Director Arriva UK Trains, said: “We are committed to designing and delivering products that improve the passenger experience and encourage greater uptake of public transport. ACE does exactly that.
“By making it cheaper and easier to purchase tickets, our digital platform is one of the ways we can encourage customers to make the switch from their cars - boosting sustainable transport networks and contributing to the UK’s climate goals.
“We know there is growing demand for smart ticketing services, and we’re delighted to roll out our market-leading platform to CrossCountry passengers.”
The contract award for the Arriva Customer Engine (ACE) represents another significant step in expanding Arriva’s diverse portfolio within the UK rail sector. Arriva stands out as the only owning group with experience operating under all contract types used in Britain’s railways, including national rail contracts, a concessionary contract with Arriva Rail London, and the Open Access company under the Grand Central brand. Additionally, Arriva supports essential rolling stock maintenance through Arriva Train Care and provides customer-focused rail replacement services via Arriva Road Transport Solutions.
Arriva boasts extensive expertise in developing and delivering digital solutions that enhance the passenger experience and promote greater use of public transport. Beyond ACE in the UK, Arriva also owns ‘glimble by Arriva,’ a Mobility as a Service (MaaS) solution that allows passengers to plan, book, and pay for services with multiple operators across various modes of transport. Initially launched in the Netherlands, glimble was designed with pan-European potential. The technology aims to enable more integrated journeys and has been expanding its European footprint, entering Italy in November 2023.
Image credit: Arriva Group
