Project Summary

Alchera developed a Rural Travel Behaviour Model combining origin–destination data, bus reliability metrics, census statistics and citizen surveys to identify rural connectivity gaps and propose improvements. The tool supports evidence‑based decision‑making for local authorities by analysing how people travel, where barriers exist, and which routes have the greatest potential for improvement. A web‑based visualisation platform was created to let councils test scenarios and prioritise interventions without requiring new infrastructure. The trial focused on working with Norfolk County Council to understand community barriers, validate model insights, and develop improvement plans for high‑impact routes. Its purpose was to help rural areas enhance mobility more quickly through bus optimisation rather than costly infrastructure changes.

Project Achievements

The model identified four priority routes for optimisation, enabling Norfolk County Council to act on data‑driven insights. The project generated £1.42 in social value per £1 spent.

Conclusions

The trial demonstrated that Alchera’s Rural Travel Behaviour Model can provide local authorities with practical, evidence‑based insights to identify and prioritise improvements to rural bus services. Working closely with Norfolk County Council, the model moved from laboratory testing to deployment in an operational environment, enabling the identification of routes where changes to frequency or alignment could deliver immediate benefits. Local authority partners valued the ability to visualise travel patterns, understand barriers such as service timing, and test options without the need for costly transport modelling. The trial confirmed the model’s potential to support more efficient use of existing networks while improving access for rural residents, particularly older people and shift workers.

Next Steps

Alchera plans to continue developing the model with Norfolk County Council and extend its application to additional local authorities facing similar rural connectivity challenges. Further work will integrate additional datasets, including cycling and community transport services, to improve insight and usability. Commercially, Alchera will pursue deployment through established procurement routes, including G‑Cloud frameworks, and explore regional adoption through partners such as Transport East.