CrossCountry launches industry-first digital Priority Seating Card to support accessible travel

Credit: CrossCountry

Long-distance train operator CrossCountry, which runs services through Long Eaton Railway Station as well as regionally, has launched an industry-first digital Priority Seating Card, making it easier for customers who need additional support to discreetly communicate that they require a priority seat onboard.

The initiative, complements existing physical priority seating cards available across the rail industry, ensuring customers can choose the format that works best for them.

Speaking about the new card, Accessibility Manager, Sam Mather said that it offered a simple and discreet way to indicate that they may need additional consideration when travelling: “Not all disabilities or health conditions are visible, and asking for a seat can sometimes feel difficult or uncomfortable.”

“This industry first represents an important step forward in making rail travel more accessible and inclusive. The card is not intended to assess or define an individual’s needs, but we hope it will empower passengers to communicate those needs more confidently, while encouraging courtesy and understanding from others onboard.”

The card was developed in direct response to feedback an Access Panel, an independently run and chaired body that meets monthly and provides the company with feedback on journeys, guidance on initiatives and holds the business to account on its accessibility performance.

Bee Clark, Chair of the Access Panel and Access and Inclusion Program Lead at Gloucestershire and Oxfordshire Community Rail Partnership, said: “The Panel identified the need for this initiative, emphasising the value of involving disabled individuals directly in shaping accessibility improvements.

“The rise in Passenger Assist requests reflects an increasing demand for support. This initiative will provide disabled travellers with the confidence, information and support to advocate for their own needs, enabling them to travel more independently and with greater assurance.”