London, June 26, 2024 – A £24 million initiative aimed at boosting Friday commuter numbers in central London through discounted off-peak fares has shown limited impact, Transport for London data reveals. During the “Let’s Do Fridays” trial period from March 8 to May 31, London Underground’s Friday ridership saw only a modest 3% year-on-year increase.
Despite the scheme’s intention to stimulate both passenger numbers and the economy post-Covid-19, average underground ridership on Fridays rose marginally from 3.22 million to 3.32 million. Critics, including Jon Tabbush from the Centre for London think-tank, suggest the initiative, although politically motivated ahead of recent elections, did not offer a substantial discount significant enough to sway commuter behavior fundamentally.
The trial’s reception underscores ongoing challenges in aligning commuting habits with flexible working and service reliability, highlighting a broader need for systemic transport adjustments rather than short-term promotional measures.
London Mayor Sadiq Khan initially framed the initiative as a means to bolster sectors such as hospitality, culture, and retail, emphasizing its role in shaping a more vibrant and prosperous London.