Transport for major events: An Easter Bunny's tale

UEFA did it in 2020 for the Men’s Euro’s, FIFA are doing it for the Men’s World Cup in 2026 and whilst the Olympics in Los Angeles in 2028 and Brisbane in 2032 are predominantly in one City, these events all have one thing in common. They are spread across multiple cities and jurisdictions. Putting to one side the debate around the carbon footprint of such arrangements the challenges for planning transport in such circumstances are considerable. In this Blog we highlight a few considerations that could help planning transport for major events spread across multiple countries and cities. 1. BE VISION-LED AT A STRATEGIC LEVEL The importance of defining the event’s transport ethos from the outset is key. In our work with major events organisers such as World Rugby and FIFA the objectives have included: Seamless & intuitive journey experience for all (including spectators, athletes etc) Be a public transport first event Sustainable & low-emission transport Consistent and integrated provision across borders and modes Inclusive & accessible for all users with safety and security at the core Resilient to disruption Without a vision that is clear for all host countries and cities to align with then the chances of success are considerably reduced. 2. DEFINE A CENTRAL TRANSPORT ‘COMMAND’ This is likely to consist of the following principles: Solid governance : Being clear on roles and responsibilities is fundamental. A single entity should (in our view) have a leadership role in defining the overall mobility vision, objectives and mobility concept. In our view the event organising body should have overall leadership role for all aspects - which should not be confused with having to pay for everything! Delivery of individual elements is then led by whichever entity is best placed – for example, delivery of spectator travel is best led by the relevant local transport authority (as owners of existing public transit planning in the area) BUT communication to spectators on travel is best led by the event organising body (who hold the event ticketing relationship). A single event wide mobility framework : Be clear on levels of services and aspects such as expectations per client group. One framework that sets standards, oversees cross-border coordination, budget allocation, and contingency planning. Central v local determination: Be clear on what elements will be centrally determined/provided and what can be determined locally – for example, have a single fan journey planner for the event to ensure consistent experience (and not one per host city). Where aspects are to be determined locally then ensure parameters set within the mobility framework. Cross functional area integration: Allow for alignment between transport functional area and other key functions at an organising body level. Consider links with event HQ, security, emergency response, and all host nations/cities. 3. EVOLVE FROM MOBILITY CONCEPT TO OPERATION: BE MULTI-LAYERED Set out a staged approach to the development of a Mobility Concept (a transport strategy for the event) which will be multi-layered. The Mobility Concept should then evolve to a Mobility Plan which sets out the road map for mobilisation and operation. A classic approach to multi-layering is set out here: Tier 1: International connectivity Have a single approach to arrival and departure arrangements Set clear standards for border control, immigration arrangements and so on Be mindful of arrangements at ports of entry (road, rail and sea). Tier 2: National transport coordination Plan inter-city and inter-modal coordination within each country. Coordinate with national transport agencies Ensure national demand forecasting Tier 3: Host city integration Handle local transport ops: traffic management, last-mile service, pedestrian flows. Own relationships with local transit operators and mobility providers (e.g., scooters, taxis, buses). Tier 4: Venue level alignment At venue transport management arrangements are key Interface with Tier 4 on last mile needs to be seamless Security cordons for individuals and vehicles to be seamless As you get into mobilisation and operations phases be clear on the event command and control arrangements and how they align with those in each jurisdiction. Ensure process and protocols integrate how communications to the public about travel and transport will be operationalised (not just in response to but including when things don't go to plan). 4. UNDERSTAND, FORECAST & TEST EVERYTHING Get pathological about forecasting potential demand challenges and potential supply side mitigations. Run national transport simulations based on: Match schedules, kick-off times, likely ingress and egress of spectators Venue capacity, historic mobility data Weather, flight/train arrivals, fan demographics Utilise all opportunities to capture insights from the local community (on their intended travel behaviours for regular journeys during the event) and from spectators (on their travel preferences for getting to and from the event). Simple on-line surveys can do the trick! Tools: journey planning insights, crowd simulation software, digital twins, GIS mapping, AI-based routing models, user surveys and so on. 5. ENSURE A CONSISTENT SPECTATOR TRAVEL EXPERIENCE Use a “ fan journey map ” to build your ops and ensure consistent levels of service across host countries / cities. Answer: How do fans get from home → City → accommodation → transport hub → venue → celebration zones and back again? What are the key congestion hotspots and moments of magic to mitigate and maximise ? How do spectators ingress and egress safely and in a way that spreads demand on the transport network? Use this to reverse-engineer: Station/stadium access flows Ticket + transit bundling Signage and real-time navigation Staff deployment zones It is vital the no matter in which stadium, host city or host country the spectator is attending a match - their travel experience is consistent - at least in so far as those elements that the host body can influence. 6. DEPLOY A SINGLE SPECTATOR TRAVEL COMMUNICATIONS STRATEGY Start early (no later than when tickets go on sale). Use: Social media + fan forums Partner apps (airlines, rail, ride-share) Stadium screens + PA systems Printed guides at airports, stations, and hotels Tone: Friendly, empowering, and fan-focused. Include visuals. Think: “Transport Coach” not “Authority.” Develop or integrate a spectator journey planning platform: Combine event tickets + transport passes Live updates, route suggestions, push alerts Multilingual, voice-enabled, accessibility features Fan-focused UX: fun, colourful, sports-themed UI But note that a spectator journey planner can be so much more. It can help smooth operational concerns, influence travel demand, direct spectators to high-value commercial areas and beyond. 7. BUILD A ROCK SOLID APPROACH TO RESILIENCE AND CONTINGENCY For each transport link, have: A backup mode (e.g., rail strike → bus fleet) Pre-negotiated rerouting plans Real-time incident alerting and comms protocol Multi-lingual emergency signage and staff Also prepare for: Border issues (customs hold-ups, protests) Fan surges after surprise wins Heatwaves or floods Do full-scale drills & test events with real fans, staff and other client groups. Examples: FIFA Club World Cup in USA during 2025 is ideal opportunity to test for FIFA World Cup in 2026 and the latter can be used to test for LA28 etc. But keep in mind that spectator travel behaviour between each will be different. 8. CONSIDER TRANSPORT LEGACY OBJECTIVES Define what is meant by leaving a transport legacy and build that in to the overall approach. In some cases this may mean seeking some changes ahead of the event in order to secure a lasting benefit. Transport legacy objectives might include: 1. Enduring changes to transport facilities and services that last 2. Changes in the travel behaviours of the local community (to something more sustainable) 3. Better collaboration between transport stakeholders At In the Round we relish the opportunities associated with getting involved at any stage of planning the transport arrangements for major sports events. Whilst our particular specialism is assist organisers in understanding and managing the travel demands of events our experience extends into understanding spectator travel experiences, managing multi-agency groups across transport communications and building strategies that can be easily mobilised. If you’d like to learn more about our experiences then please come say hello@intheround.global .

We were taken by a recent report by Cool Down Climate reflecting on how the lack of post event transport options are late finishing sports events prevent many event goers from taking public transport to an event thereby doubling the negative impact. As the final whistle blows and the stadium erupts in either jubilation or disappointment, sports fans are faced with a new challenge: getting home after a late-night match. Whether it's a football game, basketball showdown, or a concert-style spectacle, the thrill of the event is often tempered by the stress and struggle of navigating public transport at night. It's an issue many know all too well, but one that often gets overlooked. In this blog, we'll dive into the challenges faced by event goer when it comes to getting public transport home after a late finish event. 1. Limited Public Transport Options at Night The most obvious and frustrating hurdle is the limited availability of public transport after a late match or event. For fans attending evening events, especially those that end close to or past midnight, they often find themselves stranded OR if planning ahead are left without much option but to use private transport both to and from the event. In many cities, public transport services are scaled back late at night. Trains and buses may run infrequently, with reduced routes that make it difficult for fans to get home, especially if they live outside of the main urban areas. And for those who rely on connecting lines or transfers, it can be even more of a logistical nightmare. 2. Crowds and Overcrowded Transit Systems The frustration doesn't end with the lack of services. Fans who do manage to catch a train or bus often find themselves packed like sardines in overcrowded carriages. After a high-energy game, the last thing a fan wants to experience is the discomfort of standing for a long journey, jostling for space with hundreds of other tired, sweaty passengers. In major cities, big events can lead to a sudden spike in ridership. This can result in a tense and uncomfortable atmosphere, where everyone is eager to get home, but there's simply not enough room to accommodate everyone. The issue is compounded when you’re heading home from a venue that is far from the city centre—this usually means long waits and more transfers, which can leave fans feeling exhausted and frustrated. 3. Safety Concerns Late at Night As the night grows darker and the clock ticks on, safety becomes a significant concern for sports fans. The later the match ends, the fewer people are on the streets or in transit hubs. For fans walking alone or traveling in smaller groups, the risk of encountering unsafe situations rises. Public transport networks may not always have sufficient security at late hours, leaving fans to feel vulnerable when waiting for buses or trains in empty or poorly lit stations. In addition, there's always the chance that the match’s emotional atmosphere — whether a victory or a loss — could spill into the streets, adding an unpredictable element to the journey home. 4. Cost of Alternative Transport For many fans, public transport isn’t an option at all. Taxis or ride-sharing services like Uber or Lyft may offer a more direct route home, but at a hefty cost, particularly after a late event. Surge pricing during peak hours means that the simple act of getting home can end up costing significantly more than usual, which can be a deterrent for fans who are already spending money on tickets, food, and merchandise. Moreover, in areas where taxis or rideshare services aren’t readily available, the options become even more limited. Waiting for a ride that could take longer than expected or having to pay exorbitant fees just to avoid the hassle of public transport is a frustrating reality for many. 5. The Need for Better Options While public transport networks are typically built with commuters in mind, they often fail to accommodate the unique needs of sports fans, particularly when major events run into the late hours. More should be done to ensure fans have a smooth and efficient journey home, regardless of the time. Cities with large stadiums or arenas could implement special "event buses" or dedicated late-night train schedules to accommodate the influx of spectators. Offering affordable, accessible, and safe options for fans would go a long way in making the post-game experience better. Additionally, making sure that there is sufficient security in transit hubs or on public transport would increase the comfort and safety of fans, making them feel more secure during their late-night travels. 6. The Post-Match Euphoria vs. the Transportation Blues Let’s not forget that the journey home can also be an emotional one. For fans, the post-match ride is often marked by a sense of community and excitement, whether they're celebrating a win or processing a loss. There's camaraderie in talking with fellow fans about the highs and lows of the game. But this spirit can quickly be dampened by the frustration of poor transport options. When fans are unable to find reliable transport after a late match, it can turn what should be an exhilarating experience into one marked by fatigue and irritation. The emotional energy from the game dissipates as the struggle to get home becomes the overriding challenge of the evening. 7. Solutions for the Future There is hope for improving the fan experience, however. More cities and sports organisations are beginning to recognise the need to consider better post-event solutions. This includes: Better pre-event expectation management: Ensuring event goers know well in advance the challenges they may face getting home so that they can make more informed decisions such as booking local accommodation. Improved transit and other travel options: More late-night train and bus schedules, better connections to suburban areas, and collaborations with ride-share companies are just a few examples of how things could improve. Use of dedicated “fan zones” or transport hubs: designed specifically for game-day crowds would also go a long way in ensuring that fans don’t have to go through the hassle of navigating public transit on their own. These hubs could serve as central pick-up and drop-off points for taxis, buses, and trains, offering a streamlined solution for the transportation woes of sports fans. Partnerships with local accommodation: making it easier for event goers to book (perhaps at a discount) local accommodation so that they do not have to rush back on to transport go home also has a key role to play. Scheduling of events: Often more difficult to achieve but ensuring that event promoters pay more regard to the availability of local travel options when scheduling events and their finishing times should come more to the fore particularly as we move to a more eco-conscious culture and hope to encourage lesser reliance on private transport. Conclusion: A Call for Change While the excitement of a live sports event is something to cherish, the experience of getting home after the final buzzer is often far from glamorous. Public transport systems often fail to meet the needs of late-night sports fans, leading to overcrowded, unsafe, and expensive alternatives. However, with thoughtful infrastructure planning and a better understanding of fans' unique transportation needs, cities and event organizers have the opportunity to improve the journey for millions of people every year. The time has come to turn the struggle of getting home into a seamless, enjoyable part of the sports experience. Until that happens, we’ll continue to hope for better options after the game, so that the final whistle feels like just the beginning of an easy ride home. As fan experience comes more and more to the fore and extends to include acceptance that the ride home is as much part of the overall experience as the event itself then it is likely that post event transport anxiety can quickly become a thing of the past. At In the Round we love helping our clients juggle the challenges of managing demand on ingress and egress, particularly on late finishing events. If you’d like to chat more to us about our experiences then please come say hello@intheround.global . 

Preparing communities for the arrival of a major event

Sustainable travel is no longer just a niche interest, it is an essential part of how we explore the world responsibly. In 2025, more destinations are prioritising eco-conscious initiatives, making it easier than ever to travel sustainably. Whether through excellent public transport networks, green-certified accommodations, or events that champion responsible tourism, these destinations and events stand out for their commitment to a greener future. Here are some of the top places to visit and events to attend in 2025 that offer sustainable travel options and infrastructure to match. 

The events industry has long been grappling with sustainability challenges, particularly in relation to travel. The environmental impact of mass gatherings, whether for sports, conferences, or cultural festivals, has led to growing scrutiny of the carbon footprint associated with attendee travel. Organisations have increasingly adopted measures to assess and mitigate their emissions. However, sustainability discussions tend to focus narrowly on reducing emissions while overlooking another crucial aspect of travel: health. Could events go beyond carbon footprint tracking and introduce a parallel metric to determine the activity levels of individuals on their journeys to and from events? Instead of merely measuring emissions saved, what if events also mapped health-related benefits, such as calories burned, distance walked or cycled, and overall mental and physical well-being? This blog explores how the industry can justify sustainable travel by broadening the conversation to include health and well-being benefits alongside environmental, commercial, fan experience and other considerations. Photo source: iStock

As climate concerns grow, both travellers and event organisers are increasingly looking for ways to minimise their environmental footprint. One of the most widely promoted solutions is carbon offsetting. But how effective is it particularly in planning for major sports and other events or at an individual venue level? Can purchasing carbon offsets genuinely counterbalance the emissions from flights, road trips, and other travel, or is it simply a way to ease guilt without making a tangible difference? In this piece we explore the pros and cons of carbon offsetting, providing insights into whether it is a meaningful step towards sustainability. What is carbon offsetting? Carbon offsetting is a system where individuals, companies, or governments compensate for their carbon emissions by funding projects that reduce or remove carbon dioxide from the atmosphere. These projects can include: Reforestation and afforestation – planting trees to absorb CO2. Renewable energy investment – funding wind, solar, and hydroelectric projects to replace fossil fuels. Methane capture initiatives – reducing emissions from landfill sites and agriculture. Community projects – supporting energy-efficient cookstoves, clean water access, and sustainable farming. For travellers, carbon offsetting often means paying an additional fee when booking a flight or using independent schemes that calculate your trip's emissions and suggest an appropriate donation to an offsetting project. For event organisers, offsetting can be part of sustainability planning, ensuring that emissions from transportation, energy use, and waste are balanced out by meaningful carbon reduction efforts. The case for carbon offsetting 1. Immediate action for emissions reduction One of the strongest arguments in favour of carbon offsetting is that it provides an immediate way to take responsibility for your travel emissions. While transitioning to a low-carbon lifestyle is the ultimate goal, offsetting at least helps mitigate the damage caused by current travel habits. 2. Supporting environmental and social projects Many offset programmes fund critical environmental initiatives such as forest conservation, renewable energy development, and carbon sequestration. These projects often come with additional benefits, such as: Biodiversity protection – preserving forests helps protect wildlife habitats. Improved air and water quality – reducing pollution from fossil fuels. Community development – creating jobs and improving livelihoods in rural areas. For example, Gold Standard-certified projects have provided clean cooking solutions to communities in Kenya, reducing deforestation and improving indoor air quality. 3. Raising awareness of travel and event emissions Offsetting encourages travellers and event planners to consider their carbon footprint and explore more sustainable alternatives. It can serve as an educational tool, prompting people to make more environmentally conscious travel choices. For instance, some journey planners used by event organisers highlight how much carbon will be emitted and offer alternative travel options alongside offsetting links. 4. Corporate and organisational accountability When airlines, travel companies, and event organisers offer carbon offsetting options, it signals an industry-wide recognition of travel and event-related emissions. In some cases, companies reinvest in greener technologies and operational efficiencies as part of their sustainability commitments. The criticism of carbon offsetting 1. Does not reduce overall emissions A major criticism is that offsetting does not eliminate emissions but merely attempts to balance them out elsewhere. True climate action requires direct reductions in emissions, such as using alternative transport opposed to private vehicles and flying, improving congestion and improving access to electric vehicles and more sustainable aviation technology. 2. Lack of transparency and accountability Not all carbon offset programmes are created equal. Some projects fail to deliver promised carbon savings, while others take years to offset emissions produced today. Cases of greenwashing have been reported where organisations overstate their impact. For instance, an investigation found that over 90% of rainforest carbon offsets under Verra’s system were largely ineffective , raising concerns about the credibility of some schemes. 3. Ethical concerns Offsetting can be seen as a way for wealthier individuals and corporations to maintain high-emission lifestyles without real changes. This raises ethical concerns about who should bear the burden of emissions reduction and whether offsetting allows frequent flyers to absolve themselves of responsibility without addressing the root issue. 4. Potential negative impacts on local communities Some offset projects have been linked to land grabs, displacement of indigenous communities, and financial structures that fail to benefit local populations. Ensuring ethical and sustainable projects is crucial. How to make carbon offsetting meaningful If you choose to offset your emissions, ensure your efforts are effective by following these guidelines: 1. Choose verified projects Look for projects certified by reputable standards such as: Gold Standard Verified Carbon Standard (VCS) Climate, Community & Biodiversity Standards These ensure projects deliver measurable and additional carbon reductions. 2. Prioritise high-impact offsets Some offset projects have greater long-term benefits than others. For instance, preserving existing forests can be more effective than planting new trees, as mature trees absorb more carbon. Investing in renewable energy projects can also provide more immediate and long-lasting emission reductions. 3. Offset more than just flights While flights are a major contributor to travel emissions, they are not the only source. Offset emissions from: Road travel – Consider opting for public or shared transport or renting electric or hybrid vehicles. Accommodation – Choose properties that use renewable energy. Event operations – Offset emissions from venue energy use and attendee travel. 4. Combine offsetting with other sustainable practices Offsetting should be part of a broader commitment to sustainability. Reduce what you can, offset what you must. Beyond offsetting: a more sustainable travel and event future While carbon offsetting can play a role in mitigating travel emissions, it should not be seen as a silver bullet. The real goal should be to transition towards a more sustainable transport future which starts with goals associated with reduction of carbon generation and then off-setting the residual carbon. Here are some ways to contribute to carbon reduction beyond offsetting: For event goers: Travel smarter – Use public transport, walk, cycle, use electric vehicles, and car-share. Stay in eco-friendly accommodations – Choose hotels with sustainability certifications and opt for locations with access to sustainable transport. Support responsible tourism and events – Choose destinations and venues with sustainable practises and that prioritise conservation and community well-being. Adopt a slow travel mindset – Instead of frequent short trips, opt for longer stays in destinations, reducing overall transport emissions. If you are travelling for an event, you could consider staying closer to the venue in order to walk and cycle to the event which contributes to less congestion and emissions and explore the area by public transport. Engage in climate advocacy – Support policies that promote greener travel infrastructure and sustainable aviation advancements. For event organisers: Clearly define your goals for travel-related carbon emissions or consider setting mode share targets to prioritise reducing emissions before offsetting them. Offer sustainable travel choices – Ensure the availability and promotion of public transport, car sharing, electric vehicles, as well as walking and cycling access. Ensure that the available travel options are clearly communicated through journey planners and marketing communications. Encourage local stays – Recommend nearby accommodations to reduce the need for private transport. Offer incentives for sustainable travel – Consider providing discounts on public transport or integrating free transport into ticket prices. Minimise on-site emissions – Use renewable energy sources, minimise waste, and optimise venue energy efficiency. Implement carbon tracking – Use tools to measure and reduce event emissions. Partner with local businesses that have strong sustainability credentials. Conclusion: Is carbon offsetting worth it? Carbon offsetting, while not a flawless solution, can play a role in climate mitigation. We believe organisations should prioritise emission reductions first, considering offsetting only after all possible efforts to cut emissions at the source have been made. As such, it is most effective when combined with broader actions aimed at reducing emissions and promoting sustainable initiatives. Reduce what you can, offset what you must. For travellers and event organisers who genuinely want to make a positive impact, offsetting should be part of a larger strategy that includes reducing emissions, choosing sustainable alternatives, and advocating for systemic change in the travel industry. If you want to talk about how you can ensure that travel and events remain sources of enrichment without compromising the health of our planet, then send us an email at hello@intheround.global .

This week, Scotland (UK) marked a significant milestone in its journey toward sustainable transport by its announcement to launch its first free public transport trial in Glasgow . This pioneering initiative aims to assess the social, environmental, and economic impacts of providing free public transport services. A thousand residents will be selected to participate, granting them free access to buses, trains, and subways throughout the city. The outcomes of this trial are anticipated to inform future decision making and policy setting for potential wider roll-out of the scheme across the city on a more permanent basis. The Glasgow trial forms part of a wider global initiative examining the impact of incentives, credits, and rewards in encouraging sustainable travel habits. As cities around the world contend with issues such as traffic congestion, air pollution, and the demand for more sustainable transport networks, a range of incentive-driven schemes have been introduced to promote public transport use. Among the most notable are mobility credits, where individuals receive funds to spend on sustainable travel options via pre-paid cards or mobility-as-a-service apps, along with financial discounts. This article explores global case studies, evaluating the effectiveness of such initiatives and considering whether they alone can drive long-term change towards more sustainable travel behaviours. Photo source: First Bus

Building on last week’s blog about managing everyday travel demand during events, we highlighted the importance of engaging the business and industry sectors. For event planners and local authorities, business engagement is a crucial aspect of promoting sustainable travel, both in general and within the context of events. Businesses have the potential to influence travel behaviours at scale, making them key partners in ensuring that people travel efficiently, sustainably, and with minimal disruption to transport networks. In addition to accommodating employees, businesses also play a significant role as attractors and generators of servicing and delivery trips. These types of trips, often linked to supply chains, logistics, and customer servicing, can contribute to peak travel periods or specific congestion points. By engaging with businesses to better understand their travel and delivery needs, local authorities can coordinate infrastructure, optimise delivery schedules, and implement measures to mitigate any negative impacts on the transport system. Furthermore, businesses can adopt sustainable practices such as promoting consolidation centres for deliveries, using electric vehicles for last-mile distribution, or encouraging flexible delivery times to reduce congestion during busy periods. As major employers and economic drivers, businesses are well-placed to take a proactive role in shaping travel patterns, making it essential that they are integrated into wider planning efforts to create more sustainable and efficient transport systems, especially in the lead-up to and during events. The benefits of business engagement Leveraging business influence A key benefit of collaborating with businesses is their extensive reach. Companies have direct access to employees and customers who make daily commuting choices and frequent visits, allowing them to seamlessly integrate sustainable travel messaging into existing communication channels. This helps to introduce and normalise new behaviours more effectively. As highlighted in our previous blog , business engagement plays a crucial role in managing travel demand during events, as many coincide with regular commuting hours. This makes collaboration with local employers and industries essential to easing pressure on the transport network. In this context, working with businesses could involve promoting flexible working arrangements, such as adjusting commuting times to avoid peak event periods, encouraging hybrid working to reduce travel demand, and rescheduling deliveries to prevent congestion. A cost-effective approach For local authorities, engaging businesses in sustainable travel initiatives often proves to be a highly cost-effective strategy. Companies already have established communication channels, like internal and external newsletters, intranet updates, and social media platforms, which can be leveraged to share sustainability messages without the need for significant marketing budgets. Many businesses with their own sustainability objectives are also more likely to invest in initiatives that align with those goals, leading to mutually beneficial partnerships. Local authorities can tap into these existing networks and resources, significantly lowering the cost of public outreach campaigns. Enhancing corporate social responsibility (CSR) For businesses, engaging employees and visitors in conversations around sustainable and active travel yields a host of advantages. Not only does it directly support sustainability goals, but it also helps to position companies as leaders in corporate social responsibility (CSR). A company that actively promotes sustainable commuting and travel options for employees and encourages eco-friendly travel behaviours can attract more talent, gain sponsorships, and build stronger relationships with stakeholders. In a recent Nielson global survey , just over 8/10 (81%) consumers have said that it’s important that companies implement programmes to improve the environment, with around 3 in 4 (73%) saying that they would change their habits to reduce their impact on the environment. These findings indicate a significant proportion of consumers are aligning their purchasing decisions with brands that demonstrate strong environmental credentials. By fostering an active dialogue about sustainable travel within their workforce, businesses are aligning themselves with growing consumer preferences and differentiating themselves in a competitive market. Challenges in engaging businesses Competing priorities Many organisations place immediate business objectives ahead of sustainability initiatives. Without clear incentives or alignment with corporate goals, sustainable travel may be neglected. Our experience in working with businesses on this issue underscores the need to secure senior leadership support and collaborate with teams across operations, transport, sustainability, and communications. By showcasing the benefits of sustainable travel at all levels, organisations are more likely to embrace these initiatives, streamlining approval processes and integrating them into everyday operations. Resistance to change Even when businesses back sustainable travel, shifting habits, whether that’s employees, customers or visitors, can be a significant challenge. Established travel and commuting patterns, reliance on personal vehicles, and perceived inconvenience often create resistance. Encouraging behavioural change is generally more effective when it coincides with broader organisational shifts, such as relocating or onboarding new employees. Supporting this transition with incentives like mobility credits, loyalty schemes, and pledges, alongside clear communication on the benefits, such as faster, cheaper commutes and improved physical and mental well-being, can help drive adoption. Variability in business commitment Commitment to sustainable travel varies significantly across organisations. While some take proactive steps towards sustainability, others require substantial persuasion and support before committing to action. In these cases, it is essential to emphasise the broader, more immediate benefits that go beyond sustainability. These might include operational efficiencies, cost savings, and enhanced commercial attractiveness. For instance, reducing the demand for car parking spaces can result in substantial savings on infrastructure and land use. Minimising traffic congestion can not only improve staff and customer experiences but also boost the overall productivity of the organisation. By framing sustainable travel in terms of tangible, bottom-line benefits, such as improved efficiency and greater investment potential, organisations are more likely to see it as a strategic advantage and be motivated to engage. Our experience A standout example of successful business engagement is our recent partnership with Solent Transport. As part of this local authority collaboration, we contributed to the Breeze for Business programme, working with local organisations to promote the Breeze app , a Mobility-as-a-Service (MaaS) platform designed to encourage sustainable travel choices. By engaging with organisations, we helped raise awareness and boost adoption of both the app and sustainable transport among their staff and customers, showcasing the impact that business involvement can have in driving meaningful change. We provided one-to-one support and guidance to organisations and business intermediaries across South Hampshire on how to integrate the promotion of Breeze within their operations. This included supplying pre-written communications, suggesting ways and locations to promote sustainable travel, assisting in the organisation of sustainable travel roadshows and events, and providing digital promotional materials and collateral. Through the Breeze for Business programme, 20 organisations across the South Hampshire region committed to promoting Breeze independently on an ongoing, long-term basis, without requiring one-to-one support. A comparison of pre- and post-programme surveys revealed that over a third of employees in engaged organisations were aware of the Breeze app, compared to just 7% in non-engaged organisations. This demonstrates the effectiveness and impact of collaborating with organisations to drive engagement with initiatives. Beyond this local authority example of collaboration with businesses, In the Round has had extensive involvement in business engagement programmes linked to major sporting events over many years. This includes the London 2012 Olympics, the Gold Coast 2018 Commonwealth Games, and the 2017 UEFA Champions League Final. Within the major events sector, the objectives of business engagement have differed slightly from those outlined above, though the fundamental approach remained the same. The focus is on integrating the event into the host location and working with businesses to adjust their transport operations temporarily to help manage travel demand during the event. These efforts led to a similar outcome, with around a third of behaviours shifting due to business engagement initiatives. For more insights into these marketing and communication campaigns, visit our previous blog here . Top 10 recommendations for future business engagement For organisations looking to engage businesses in sustainable travel initiatives, there are a range of opportunities which we recommend including: Building strong business cases – Demonstrating how sustainable travel benefits companies, from cost savings to improved employee wellbeing and retention. Tailoring messaging – Aligning travel initiatives with business goals, whether through CSR, operational benefits, employee health, or financial benefits. Consistent communication – The need for regular communication and engagement with organisations to provide support, suggest ways to promote initiatives, and ensure travel communications remain a priority. Leveraging existing communication channels – Utilising company intranets, newsletters, and social media to promote initiatives efficiently. Providing incentives – Introducing mobility credits, travel discounts, workplace travel plans, and benefits schemes to encourage behaviour change. Hosting events and roadshows – Bringing sustainable travel to life through onsite events that allow employees and customers to engage directly with transport providers and solutions. Marketing and communication toolkits – developing toolkits containing resources and materials for internal teams, including pre-written communications, social media assets, posters, and templates, to help remove internal barriers. Encouraging and supporting workplace champions – Identifying and empowering internal advocates who can promote sustainable travel within their organisation and drive initiatives forwards. Collaborating with business intermediaries – alongside individual organisations, working with with business intermediaries and utilising their networks can be valuable in developing strong networks for business engagement. Encouraging businesses to participate in networks – businesses benefit from peer-to-peer support and working with neighbouring organisations. Galvanising that joint working is key, as is becoming part of national initiatives including Modeshift’s STARS scheme as an example. By fostering strong relationships with businesses and addressing potential challenges proactively, event planners and local authorities can create impactful, long-term sustainable travel initiatives. Engaging with businesses is not just a means of encouraging greener travel; it is also a strategic approach to enhancing corporate reputation, easing congestion, and benefiting local communities.  From events to everyday operations, In the Round has long championed and supported business engagement initiatives. We would be delighted to share our insights and collaborate to strengthen business engagement in your strategies; please get in touch at hello@intheround.global.

Understanding the challenge