Developing a student travel plan

Summary

Offering students multimodal transport services at reduced prices was an effective way to encourage them to use environmentally friendly transport modes as an alternative to the private car.

Implementing sustainable mobility

Prior to the CIVITAS measure, there was ticketing strategy in La Rochelle specifically targeting students. However, a study carried out in 2003 concluded that the majority of students would be ready to change their mobility behaviour in the interests of environmental protection.

The specific goals of the measure were therefore to:

• provide students with multimodal services at reduced prices;
• encourage students to use environmentally friendly transport modes as an alternative to private cars for the journey between home and place of study; and
• raise awareness among students of alternative modes of transport.

Progress

An agreement was made between La Rochelle Urban Community, the university and high schools, transport operators, the student social support service and the youth information centre.
A new transport smart card for students, the Pass Etudiant 17, was launched in 2005, giving students unlimited access to buses, coaches, the bike-sharing scheme, shuttle boats and park and ride facilities on the basis of one return trip per day for an annual subscription of EUR 185 (EUR 18.5 per month, as July and August were free of charge). This represented less than 3 percent of students’ average monthly budget, making the pass good value for money. 
Since 2005, regular information campaigns have been implemented regarding the student travel plan. Leaflets and advertisements were produced, and students were contacted directly via information stands at key events and at the beginning of each academic year.
In 2006, La Rochelle Urban Community proposed that students become “mobility ambassadors”, trained to promote all the relevant public transport services to students directly at the university.

Outcomes

Within five years of its launch, the Pass Etudiant 17 has high visibility among students, at more than 65 percent.
A total of 1,377 students purchased the pass.
Among surveyed students, 96 percent were satisfied with the system’s practicality (one smart card purchased by direct debit; greater freedom to choose from among modes of transportation) and cost.
The measure was more effective among students without easy access to a private car for daily travel.
Difficulties were encountered in motivating students to come mobility ambassadors.

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