Ridership on the Union Pearson Express was at all-time low in November and December amid continuing criticism over the cost of using the service.
According to a report from UP Express President Kathy Haley, monthly ridership hit a low of 65,593 in November and only rebounded slightly in December with a total of 67,229 riders.
The numbers represent a big drop from the 79,010 riders that travelled on the UP Express in October and the 76,438 that used the service in September.
In fact, since launching in June the monthly ridership for the UP Express had never before dipped below 70,000.
“It is important to remember, ridership varies by time of day and time of year. At peak times we are meeting our projections,” the report said. “Our experience is not dissimilar to that of other jurisdictions when they launched air-rail links like UP Express. It takes time to build awareness and loyalty.”
In her report Haley points out that some of the drop in ridership can be attributed to a seasonal reduction in air travel, however it should be noted that the total number of passengers using Pearson International Airport in October (3,201,358) and December (3,162,512) were similar.
In a statement provided to CP24 on Saturday, Metrolinx Spokesperson Anne Marie Aikins admitted that “low awareness, and ingrained travel habits” have proven to be impediments to growing the ridership but she said that she is confident that things will eventually turn around.
“We know much more about consumer behaviour and the realities of this market than we did when we made our initial ridership projections,” she said. “Promotional campaigns, better way-finding signage and incentive programs are examples of strategies being developed and implemented. We believe these strategies will be successful in attracting new riders – who, once they have tried UP Express, we are confident will become long-term customers.”
Metrolinx had set a goal of 5,000 riders by the end of the first year of service for the UP Express, however in November and December the average daily ridership was less than half of that (2,400).
The report does note that ridership levels are “below what was projected” but it also says that there is “every reason to believe” that they will grow over time.
Specifically, the report says that initiatives like “targeted promotional campaigns, improved way-finding and signage, discounts through partner hotels and other incentive programs” will eventually bring more riders to the service.
The standard one-way fare for the train to or from Union Station is $27.50. The price drops to $19 for those using a Presto card.
