For many European corporates, modal shift is a key component of their business travel sustainability strategy. Getting travellers off planes and on to trains is a powerful lever as they pursue aggressive emissions reduction targets.
Yet, making this shift is anything but simple, and the challenges are well-documented: limited content and visibility of rail options in corporate booking platforms, a lack of competition on the tracks driving up fares, and a deeply ingrained perception that air travel is always the faster option.
A case reported in UK media earlier this year illustrates the issue starkly. A couple flew from Cornwall to Manchester via Malaga, Spain, for just £53 each (as…
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