Measuring the Benefits of Intercity Passenger Rail: A Study

In both April and July, the two most frequently cited reasons for choosing the Heartland
Flyer were passenger comfort and cost, with more than a third of passengers reporting these two
reasons. The next two most frequently cited reasons were related to automobile travel, with
“Would Rather Not Drive” and “Avoid Traffic Congestion/Parking” cited 20 percent and
12 percent of the time, respectively. Among the less-frequently cited reasons, “No Vehicle
Available” and “Do Not Drive” were listed by some travelers, suggesting that the Heartland
Flyer facilitates travel for the non-automobile or “transit-dependent” population. Preference to
avoid (or fear of?) flying was also cited by around 5 percent of respondents. The availability of
on-board food service was cited by very few respondents as a reason to ride the Heartland Flyer.
While it might not have been one of the two most important reasons why passengers chose to
ride the train, food and beverage revenue (and researcher experience) suggest that the elimination
of the on-board café would likely be met with a negative response from riders.
Passenger Spending on Trip
Table 5-17 reports levels of spending by Heartland Flyer passengers on lodging, meals,
shopping, and entertainment during their trip away from home. Respondents were provided five
choices with a range of spending amounts. Responses indicate that a majority of passengers
spent at least $100 on these purchases during their trip. In April, 27 percent of respondents
reported total spending in each of the two highest spending categories and the median spending
level was around $120. In July, 35 percent of passengers spent more than $250 during their trip
with a higher median spending of around $160.
Table 5-17: Passenger Spending on Trip, Percent of All Trips
Amount April (425) July (543)
Less than $25 16 11
$25 to $49 11 14
$50 to $99 19 14
$100 to $249 27 26
$250 or More 27 35
Note: Sample size shown in parenthesis.
Columns may not sum to 100 percent due to rounding.
One potential issue was identified with this question. Passengers whose train ride was
the first link of their trip may not have fully-known the amount of spending on the specified
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