Travel Encinitas

A Personalized Approach to Community Based TDM

ACT International Conference

August 2014

|

Content

An introduction to Personal Travel Planning

What makes Personal Travel Planning effective

Travel Encinitas project approach

Travel Encinitas project results

Presentation date Travel Encinitas 2

|

What is PTP? [Personal Travel Planning]

Ι Personal Travel Planning (PTP) seeks to overcome habitual use of the car, enabling more journeys to be made on foot, bike, bus, train or in shared cars.

Ι This is achieved through the provision of information, incentives and motivation directly to individuals to help them voluntarily make more informed travel choices.

UK Department for Transport 2007

|

Personalised Travel Planning (PTP): what is it?

It’s a conversation….

Hello, my name is and I’m here to….

How do you currently travel about – focus on the car trips?

What frustrations do you have with your current travel?

It usually takes place at every door in a target area – or in a workplace – or

by telephone

The conversation is supported by the delivery of the information and

incentives to facilitate a change

4

|

How effective is PTP in reducing car travel?

“Within the UK PTP has been reported to reduce car driver trips by 11% (amongst the targeted population) and reduce distance travelled by car by 12%.”

DfT (2007) Making PTP Work

“evidence that personal travel planning can reduce car use by a significant amount is accepted by those who challenge the technique as well as its supporters”

Cairns et al., 2004

5

|

What makes PTP so effective

Motivational interviewing

Adopted from the health sector

Targeted approach

Low hanging fruit, unless social inclusion objectives

Tailored resources

Project identity

Bespoke resources for the target area

|

Ok, so what’s the real reason people don’t change their behaviour?

Presentation date Travell Encinitas 7

|

What is Motivational Interviewing?

“Motivational interviewing is a person-centred, guiding method of communication to elicit and strengthen motivation for change”

What this means:

Led by the target rather than you – the answers come from the individual, not from you!

Facilitate movement around the cycle of change

8

|

Cycle of Change Pre-Contemplation

Contemplation

Maintenance

Termination

Relapse and

Recycling

Figure 1 – Adapted from Carlo C. DiClemente Addiction and Change 2003

Preparation

Action

|

Motivational Interviewing tools

O pen questions

A ffirmation

R eflective Listening

S ummarizing

(Miller & Rollnick, 2002)

|

What is Smarter TravelStyle?

a geo-demographic profiling and targeting system

developed in-house by Steer Davies Gleave

based on the fusion of a commercial geo-demographic system (MOSAIC) and travel behaviour data

segments the population according to a combination of travel behaviour and lifestyle variables

based at an individual postcode level, allowing a fine geographical segmentation of the population

Targeting Using Smarter TravelStyle to identify target locations

|

Affluent Professionals Highest participation

Car users ABC1 Employed

High income Married

Young Minded

Younger Single or co-habiting

Students Have car

Motorised Lifestyles

ABC1C2 25-44 years old

2+ cars Short time at address

Urban Challenge Lowest participation

Single Divorced 18-29 years old

Poor health No car DE Social grade

Independent Elders

Small household Married Widowed

60+ years old 1 car Poor health

State Support

All age groups No car

DE Social grade Poor health

Family Focus

C1C2D Large households

Married with children Middle aged

Traditional Values

Small household 1 car

Married C2D Social grade

Rural

ABC1C2 Married

45+ years old 2+ cars

Smarter TravelStyle groups

| 13

114

7275

111

63

135131

110

143

0

20

40

60

80

100

120

140

160

Affluent

professionals

Motorised

Lifestyles

Family Focus Rural Young minded Traditional

values

State support Independent

Elders

Urban challenge

Average participation

Index of Participation in Smarter Travel Initiatives

|

Southampton Smarter TravelStyle profile

|

Pilot Project Approach

SDG funded Research project

Conducted in partnership with SANDAG

Piloted recommendations from our North Cast Corridor TDM Plan

Targeted 700 households in two ways

400 by door knocking

300 with a mailer

Used our own team of Travel Advisers

Introductory postcard hand delivered to all households to be door knocked

Presentation date Travel Encinitas 15

|

Developed limited number of branded materials

Presentation date Travell Encinitas 16

|

Target Area

Presentation date Travel Encinitas 17

|

Outcomes

Outcome Number of households

% of total households contacted

Expected outcomes

Total targeted households 430 113% 105%

Sample loss 58 13% 5%

Total households visited 372 100% 100%

Contacted households 238 64% 65%

Participants 109 29% 33%

Non-participants 129 35% 32%

No contact after 3 attempts 134 36% 30%

People contacted at community event 77 - -

Presentation date Travel Encinitas 18

• 372

households

visited

• 64%

households

were spoken

to (238)

• 29%

participated

(109)

|

Follow up Survey: Perception of PTP

Travel Encinitas 19

86% said the conversation was helpful

68% said it made them think about their travel options

61% said they felt more positive about walking around their local area

61%

48%

45%

68%

86%

18%

27%

36%

16%

2%

9%

14%

7%

5%

11%

11%

11%

11%

11%

0% 20% 40% 60% 80% 100%

Since the visit, I feel more positiveabout walking around my local area

Since the visit I feel more positiveabout biking around my local area

Since the visit I feel more positiveabout using transit (bus or train)

The conversation made me thinkmore about my travel options

The conversation with theTravel Advisor was helpful

Agree Neither Agree nor Disagree Disagree Don't know

|

Changes to Weekly Mode Share

Travel Encinitas 20

Drive alone weekly mode share fell from 48% of all trips to 38% of all trips

Bike increased from 9% to 14% of all trips

Walk increased from 30% to 36%

30%36%

9%

14%10%

10%

48%

38%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Before After

Drive alone

Carpool

Vanpool

Bus

Train/Trolley

Bike

Walk

Other

DISCLAIMER: This work may only be used within the context and scope of work for which Steer Davies Gleave was commissioned and may not be relied upon in part or whole by any third party or be used for any other purpose. Any person choosing to use any part of this work without the express and written permission of Steer Davies Gleave shall be deemed to confirm their agreement to indemnify Steer Davies Gleave for all loss or damage resulting therefrom.

Questions

Add presenter’s name and email