Choose How You Move: Influencing Travel Behaviour and Maximising Investment in Infrastructure

Choose How You Move: Influencing Travel Behaviour and Maximising Investment in Infrastructure


Jon Parker, Integrated Transport Planning Ltd., Daniel Godfrey, Aecom, Charles Sampson, Leicestershire County Council


The paper presents findings of a 4 year personal travel planning programme (34,000 households), which has encouraged more people to walk, cycle and use local bus services, supported by improvements to the local sustainable transport infrastructure.


Sustainable transport infrastructure projects can sometimes be seen by decision makers as expensive and politically difficult to implement. As such, it is important that the benefits of these schemes are realised quickly, with maximum awareness and uptake in use by the public.

Leicestershire County Council’s (LCC) approach has been to support sustainable transport infrastructure projects with a programme of community based Personal Travel Planning (PTP), aimed at shifting behaviour away from private car use towards sustainable modes (and hence increasing uptake and usage of the new sustainable transport infrastructure). The use of PTP in Leicestershire is an important milestone in mainstreaming ‘smarter choices’ interventions within the wider transport programme. Since 2011 LCC has successfully delivered PTP advice to 34,000 households across Loughborough and Coalville, resulting in a reduction in car mode share for trips to work amongst participants of between 4 and 22 percentage points. Efficiencies in the delivery process has seen the cost per targeted household reduce by over 30% since the start of the project.

The paper would describe:

• The approach to delivering PTP across a rural town setting.
• The level of results achieved each year of the programme (since 2011), including an assessment of wider metrics including carbon savings and health impacts.
• The process of year on year adaptive learning and light touch evaluation (main focus of the paper), including the interpretation of corroborative data sets combining both quantitative and qualitative results.
• Subsequent re-deployment of the methodology in other settings (Leicester City, Nottinghamshire and Milton Keynes).

The project won the UK’s prestigious Chartered Institution of Highways and Transportation (CIHT) award for Sustainability in June 2014.


Association for European Transport