Free travel promotion encourages adoption of digital wallets with enhanced transit features in another industry first

In December 2024, Littlepay partnered with Google and Go-Ahead in an industry-first promotion to offer free travel on Brighton & Hove Buses as an incentive for passengers to activate Google Transit Insights (GTI) in their mobile wallet. 

Passengers using bank cards are typically unaware of their capping status, the free rides they are given, the expiry time of a time-based ticket or their journey history. There is no obvious channel to engage with these passengers and provide this data.  Littlepay and Google came together in 2023 to solve this problem by surfacing all this data into the mobile wallet in real time. The resultant product, Google Transit Insights (GTI), launched on Brighton & Hove Buses and is now being rolled out nationally.

As an early adopter of GTI, Brighton & Hove Buses was in a great position to trial a new travel incentive campaign with the aim of increasing passenger adoption and assessing the effectiveness of free travel incentives as a means of increasing the use of public transport.

Find out more about this project: Free travel promotion encourages adoption of digital wallets