(07 Oct 2018, 9:20 am)Andreos1 wrote A well known 'celibate' train operator on the WC and formerly EC, had a marketing strategy which focused on growing the younger demographic. TV adverts and on/offline marketing used phrases, images and terminology which appealed to that younger market. 
Feedback was recieved, that it was alienating the established business market, typically made up of passengers 35+.
Operational decisions also alienated regular travellers on the EC, with the new rewards programme poorer than the previous one, staffing levels dropping and the food/drink offering not being as reliable or refined as previously. 
I don't have figures to hand to compare and contrast, but it would be interesting to see if those operational decisions and that marketing strategy had any impact on the business not succeeding as planned and Grayling taking it back 'in-house'. 



Your own comments regarding Grayling is an interesting one. 
Could be something in it and I wouldn't be surprised if there was.

There is of course, a distinct difference between local bus and rail (esp. long distance) and that is the reasons for travelling and the external choices (or lack of).

Captive market bus users either pay the ever increasing fares for reducing services, or they pay more (for now) in taxi fares, or they obtain a car. The vast majority of bus journeys are necessary journeys to work, shops or medical facilities. Whilst many would argue that local rail is largely used for necessary journeys to work, most rail users will have private transport to turn to - or indeed in some cases, buses. As for longer distance rail (up to say, 50 miles), it is difficult to categorise many of those as long distance, albeit jobs and even tertiary health services are getting further and further away from home. Again, though, most will still have the option of driving. 

As an aside - though still linked with long-term transport strategy - how common are Sunday driving lessons nowadays? Its only in the last year or so I have noticed many Driving School (with L-Drivers) on local roads and wondered if this was a general reflection on young people's lifestyles meaning evenings & Saturdays aren't convenient? Is it because more lessons are needed to pass a test or is it simply the increase in demand to learn to drive?