Situation.
Operator whose customer expectations were set by digital travel platforms, with approximately 60% of bookings already digital and rising.
Digital strategy.
Passenger rail operator
Challenge.
A core booking system over 15 years old constrained the experience. Approximately 30 digital initiatives ran without a governing architecture.
What we did.
Tied digital ambition to customer journeys, prioritised the initiative portfolio and defined a target architecture.
The outcome.
The portfolio was reduced to 12 initiatives with an approximately EUR 35m investment plan over three years and a digital booking ambition of 85%.
Anonymised engagement. Figures are approximate. Targets, assessed potential, approved programmes and realised results are described separately in the outcome. Converted amounts use ECB reference rates dated 18 September 2026, rounded to two significant figures.
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