Commuter programs have two interconnected goals: to make daily journeys more manageable, and to reduce traffic congestion and the pollution it produces. Travel reduction programs help advance both of these objectives.
As the name suggests, travel reduction programs seek to minimize the number of trips people make — especially in single-occupancy vehicles. Let’s take a look at how programs achieve their goals and how you can measure your results.
Who uses travel reduction programs?
First, let’s consider common use cases. Travel reduction programs are usually used by three types of organizations:
- Governments. Travel reduction programs can have mass-scale impact when enacted at the federal, state, and local levels. Governments have the unique ability to apply targeted policy and public funding toward travel reduction objectives.
- Institutions. Public agencies, healthcare facilities, and higher education institutions all attract people in large numbers. By improving their accessibility via sustainable transportation modes, these organizations can make a major difference.
- Employers. While commuter habits are changing, employers remain major contributors to road traffic — especially at peak times. To address the issue, jurisdictions like Washington state, Arizona’s Maricopa County, and Southern California’s South Coast Air Quality Management District have introduced mandates requiring larger employers to implement travel reduction programs.
Regardless of whether they are covered by a mandate, there are good reasons for employers to seriously consider implementing a travel reduction program (or commute trip reduction program) These include:
- Recruitment advantages: A 2019 survey found that 62% of job-seekers chose not to apply for an otherwise relevant vacancy for commute-related reasons. By making commuting easier, you open up your business to a broader talent pool.
- Responsiveness to employee concerns: A 2022 Global Workforce Analytics survey found that 80% of commuters are concerned about their travel costs and 73% believe their employers should help address those concerns. A travel reduction program is a great way to take responsive action.
- Projecting positive values: Taking action to reduce traffic congestion aligns your organization with sustainability values. This can have positive impacts on public perception while also supporting employee recruitment and retention efforts.
Core features of successful travel reduction programs
Successful travel reduction programs share two key features. First, they broaden commuters’ modal options. Second, they offer incentives to participants who change their drive-alone habits.
Enhancing mode options
A well-designed travel reduction program makes it easier for commuters to choose not to drive alone. Ideas include:
- Supporting active commuting with on-site facilities like bike lockups, lockers, and showers
- Shifting work hours to off-peak times, which allows employees to take better advantage of alternatives like carpooling and public transit
- Offering rideshare matching and creating vanpools to link work sites to nearby transit hubs
- Introducing guaranteed ride home programs
Hybrid and remote working policies can also have a huge impact, since they eliminate commutes altogether and support happier, healthier workplaces. According to the 2022 Global Workplace Analytics survey, 95% of employers say teleworking policies have had positive effects on their employee retention rates.
Creating incentives
Commuters tend to respond well to programs that offer incentives for participating. Employers tend to generate the best results through commuter incentives like:
- Points programs that allow commuters to earn points for logging sustainable commutes and redeem their points for perks or prizes
- Parking cash-out programs that offer direct and personalized financial incentives to commuters who agree to give up their parking privileges
- Providing pre-tax benefits to employees who use qualified alternatives to driving
Some government agencies also offer employer-facing incentives. For example, Colorado provides businesses with up to $125,000 in tax credits for implementing commuter-focused clean-air programs. Where available, these incentives can help finance costs associated with program design, implementation, and administration.
Measuring the success of your travel reduction program
It’s important to monitor commuter program results so you can make targeted refinements to boost participation rates. To that end, here are some metrics you can use to track your travel reduction program’s effectiveness:
- Vehicle miles traveled (VMT): VMT looks at the total number of miles traveled by commuters in their cars. It’s an increasingly favored standard among government agencies, and organizations can also use it to track changes in commuters’ modal habits. This Environmental Protection Agency resource explains how to calculate VMT.
- Number of alternative trips. Technology tools with trip-logging features allow program administrators to tally the number of trips commuters make using specific modes. This is a straightforward and intuitive approach that anyone can use with the help of the right tech tools.
- Carbon emissions saved: Some organizations track their commuter programs by estimating the amount of carbon emissions their employees have saved by choosing sustainable travel modes.
- Average vehicle ridership: This approach counts the average number of occupants per passenger vehicle. Higher average ridership rates correspond with better program outcomes.
For these metrics to reveal anything of value, you’ve got to compare the “before” and “after” results. That’s why it’s important to collect data about your commuters’ travel habits at the outset of the program. You can do this with:
- Digitally distributed surveys
- Email campaigns
- Smart systems that track incoming and outgoing traffic by mode
Surveys and email campaigns are particularly appealing since they’re low-cost and easy to use. Technology solutions like CommuteHub also help administrators collect, organize, and analyze data to maximize your travel reduction program’s impact.
Support your travel reduction program’s success with strategic technology investments
Technology has emerged as a key driver of successful travel reduction programs, with tools like CommuteHub offering a complete suite of capabilities that make it easy to support modal alternatives, track commuter behaviors, distribute incentives, earn subsidies, and perform deep program analytics.
CommuteHub offers modules for both employers and public transit administrators. Both offer extensive customization options and a rich lineup of powerful features for both administrators and commuters alike.
Kick your travel reduction program into high gear. Click the Get Started button to sign up for a CommuteHub demo, and learn more about how the platform can make life better for your commuters while helping your organization reach its sustainability goals.
