Case Study Summaries - Richard Armitage Transport Consultancy ...

MAKING CAR SHARING AND CAR CLUBS WORK CASE STUDY SUMMARIES
Mode of travel Heathrow
Employment
Survey 1999
BAA Heathrow
Staff Survey 2003
Car, single occupant 71.5% 75.3%
Car, more than one occupant 4% 7%
Bus & Coach 11.7% 8.8%
Underground 6.3% 4.2%
Bicycle 1.3% 0.6%
Motorcycle 2.1% 2.7%
On foot 0.6% 0.5%
Train 0.8% 0.8%
Taxi 0.8% 0.1%
Air 0.9% 0.1%
Research and Development
5.29 In a recent presentation to the BAA Board, Heather McInroy has made a strong business
case for the Changing Direction Travel Plan, accompanied by a full cost benefit analysis. For
example, she can demonstrate that Airport Carshare means 800 fewer car parking spaces
used daily at London Heathrow.
Support/Consultation
5.30 As must be evident from the rest of this note, the whole emphasis of the team is on engaging
directly with potential car sharers, so they are constantly refining their ‘sales pitch’ and
learning about the nuances from their face-to-face work around the airport, the emails, the
letters, the meetings, the focus groups, and the surveys.
User Perceptions
5.31 Three car sharers were interviewed during the site visit.
5.32 Mr A was aged 35-44, and shares with one other person (not a family member) 2-4 times per
week. “Compatibility” is an important factor when looking for a car share partner. He is
always the driver. Previously he drove alone or took the train and bus. He was drawn to car
sharing by the poster and leaflet campaign. But, on their own, these messages did not do
the trick. What “converted the sale”, he said, was the field sales campaign, that is, when the
team descended on his office and put the offer to him face-to-face at his desk.
Final V1.1, Dec. 2004 - 35 -