Many people aren’t aware of all their travel choices but even if they are, they may not give alternatives to driving a second thought. With some information and motivation they can be encouraged to try different ways of getting around.
Individualised Travel Marketing (ITM) uses techniques developed in the marketing industry to promote different travel choices to people on an individual basis. In this country it is more commonly known as Personal Travel Planning (PTP). Unlike other forms of travel planning it is aimed at individuals rather than at trip generators and is not about physical improvements such as new bus routes - it would be too difficult to make individual improvements for individual people - though they are complementary.
- one-to-one conversations, wither on the doorstep or by telephone, between individuals and trained volunteers or staff to encourage and motivate a change in behaviour
- provision of information on how to travel sustainably, particularly in relation to the local area
- incentives, including small gifts, to encourage people to travel more sustainably.
It also can include ongoing support and encouragement to people to change their travel habits, as you might get from a personal trainer but without the pain. Getting people to actually try alternatives, whether riding the local bus for the first time or trying cycling for the first time in years is particularly important in changing behaviour. In addition, loans of equipment whether a cycle or cycle bags and lights can be offered to people who might not want to invest in them straight away.