Trains are overcrowded with bags, passengers are carrying too much luggage. The obvious answer was a rule. We aren’t a fan of obvious so we built a service instead.

Airline-style luggage handling so leisure passengers could travel like they fly, without the fight for the rack. 

Leisure is now why most people take the train (54%), and they still pick on price because we realised, they had no other reason to choose. Comfort and a usable journey, could move them to another service. This was the eureka moment. 

We gave EMR passengers a reason beyond the fare: bags managed, seats free, London without the scramble. 

Same operator, same train no expensive remodel or resource heavy solution. The solution made an attention worthy proposition only they were offering.