Improving the Customer Experience of Tourists on Public Transit
- Aaron Weinstein
- Nov 11
- 13 min read
Updated: Nov 12
By Karen Bakar, travel writer and communications consultant, and Aaron Weinstein, Founder of Transit CX
As avid travelers who work in public transportation, we believe one of the best ways to immerse yourself in a place is to use its transit system. It lets you experience life as a local, reduce your footprint, save money, and sometimes get where you’re going faster.
For tourists, though, navigating buses, trams, and trains in an unfamiliar place comes with unique challenges. Whether traveling to see the sights, attend a work conference, or enjoy a global event like the World Cup or the Olympics, people have choices about how they get around. If public transit is to rise to the top, it must offer a seamless, safe, and welcoming experience that rivals other modes on convenience and price.
This article explores how agencies can apply customer-experience (CX) principles to make transit not only more effective overall but also enjoyable, affordable, and stress-free for out-of-town visitors.
Tourist Pain Points
Hop onto any online travel forum, and you’ll notice that many of the questions people post are about transportation. Questions like:
What are good lodging options convenient to public transportation?
How do I get from the airport to my lodging using public transit?
How can I take transit to venues of interest to me?
How and where do I buy train/bus tickets?
How will I get where I’m going without getting lost?
When does the transit system open in the morning and can it get me to the airport in time for my flight home?
Clearly, there are people who want to use public transit while on vacation but are overwhelmed about how to do it.
Pain points stem from language barriers, confusing fares, poor coordination among operators, and limited wayfinding signage. And when you’re new to a place, research can only go so far without hands-on familiarity.
Transit agencies can’t assume what works for local and regular riders will always work for tourists. Visitors are often first-time riders who are unfamiliar with not only the transit system but also the local geography. Agencies should view their systems through that lens to ensure positive experiences. For example, if a train destination sign says “Berryessa,” will tourists know the geography of that place well enough to know whether that is the right train to board to travel in the right direction to get to their destination?
CX journey maps are a good tool to explore how various aspects of the trip appear to visitors. Here is a sample journey map:
Let's take a walk through some of the stages of the Tourist Customer Journey.
A Good First Impression Starts with Helpful Trip-Planning Tools
For many travelers, their first experience with a transit agency happens even before they arrive, while they are selecting lodging and researching how to get around. That’s why agencies need to have good trip-planning tools. With websites optimized for search and language translation, intuitive mobile apps, jargon-free information, and destination-focused content, visitors can plan in advance and feel more confident when they arrive.
Singapore’s MRT does this well. Its "Visiting Singapore” webpage has nearly everything out-of-towners need to know under one umbrella, including information about rail and bus, airport connections, and payment options. Its Wink+ app even highlights dining, entertainment, hiking, and other activities located near stations — all presented in an engaging, user-friendly way.
Tokyo Metro offers a “Tokyo Metro for Tourists” app in an impressive six languages: English, French, Spanish, Korean, Thai, and Chinese. Tourists can download this in advance and be better prepared when they arrive.
And in Southern California, Metrolink passenger rail proves you don’t need a car to get around and have fun in this famously car-centric region. It curates a destination guide rivaling top travel platforms where users can find attractions walkable from stations and filter them by interests.
Of course, third party transit apps that use GTFS (General Transit Feed Specification) data also play a crucial role in helping tourists plan their local travel.
Expanding Visibility with Strategic Partnerships
In researching this article, we checked every major hotel booking site, and while they all have filters for parking and airport shuttles, not one had a filter for public transit access. This is a missed opportunity.
Collaborations with travel booking platforms, hotels, visitor bureaus, conference venues, and major tourist attractions could help visitors choose accommodations and activities near transit, and even buy transit tickets or passes in advance.
Partnerships could take on a variety of forms. They could even be relatively simple co-promotions in which a transit agency provides a hotel or attraction with visibility on their website or at a station in exchange for that hotel or attraction promoting transit through their own communication channels.
Tourist offices and information kiosks are perfect spots for distributing transit information. Materials that are particularly helpful to out-of-town guests include brochures, maps, and schedules that highlight key tourist attractions and how to reach them by public transit, as well as information on and cost comparisons for different fare products.
Ideally, materials at these tourist bureaus would be available in multiple languages. Staff would be knowledgeable about the local transit systems and be able to help visitors download relevant transit apps and/or buy tickets and passes.
Partnerships could also involve deeper integrations requiring higher-level support and political champions. Take the world-famous San Diego Zoo in Southern California. With a bus stop right in front of the entrance and fast, easy service from downtown hotels, the main train depot, cruise ship terminal, and local trolleys, it couldn’t be more transit friendly. But the San Diego Zoo also has a huge parking lot that is (surprisingly) free. While the zoo includes transit information on their website, visitors might be more inclined to take the bus there if it cost to park and/or if guests who take public transit received a discounted entrance to the zoo.
The All-Important Airport Connection
If a plane is part of a traveler’s journey, airport connections are critical. Yet transit agencies face stiff competition from taxis, rideshare, and rental cars — all of which promise convenience, comfort, and in some instances, lower cost. Since these services also generate airport revenue, public transit often gets short shrift.
To compete, agencies must not only make transit from the airport visible, easy, and reliable, but also work with airport officials and local leaders to make actionable, transit-first policies a shared priority.
Transit CX Tip: After you have remedied pain points in the tourist journey and are confident you have a time-competitive, comfortable, safe, and easy-to-use airport transit connection, invite influential airport and transit officials to experience the service together and get them talking about ways to share this well-kept secret to get more tourists on board. Emphasize the benefits of reducing curbside congestion and improving the environment.
Amsterdam Schiphol Airport sets the gold standard thanks to outstanding design and deep service integration. Its train station sits directly beneath the terminals, allowing passengers to step off the plane and board a train without having to leave the airport. Trains depart every 10 to 15 minutes, connecting to cities nationwide. Schiphol and its regional partners reinforce this convenience with unified ticketing, multilingual displays, and integrated trip planning through a national app.
In Northern California, Bay Area Rapid Transit (BART) makes connecting with San Francisco International Airport (SFO) a breeze with frequent departures from the airport’s International Terminal and a quick 30-minute ride to downtown.
While SFO does not explicitly promote public transit over other ground transportation options, it gives transit equal prominence on its website, has clear directional signage, and dedicated curb space for shared shuttles and electric buses.
Undergirding these programs is the airport’s Lower Emissions via Sustainable Solutions transportation policy (SFO LESS), which was developed to support and promote green transportation at SFO. This alignment between policy and operations helps make transit a more competitive and customer-oriented choice.
Across the Bay from SFO, Oakland San Francisco Bay Airport (OAK) also supports transit as a matter of good public policy. A BART station sits directly across from Terminal 1, and the airport’s signage gives BART top billing among ground transportation options for arriving passengers.
Collaboration with rideshare services could boost transit usage further. Airports might offer lower curb fees to rideshare companies that promote transit prominently in their apps — for example, pairing a rideshare trip from the airport with a discounted group transit pass to explore the city. Or a transit trip from the airport could be conveniently paired with a rideshare trip for the “last mile” to a hotel or event venue.
Designated transit-rideshare hubs at major transit stations — with amenities like concierge staff, seating, lighting, security, and restrooms — could also improve convenience and create new partnership or sponsorship opportunities.
Lightening the Load with Luggage Assistance
Unlike local transit riders, tourists are often strapped with the logistical challenge of dealing with luggage. Having a secure place for bags, whether on a transit vehicle or at a station, can make travel a whole lot easier. That’s where luggage services come into play.
In Paris, the Régie Autonome des Transports Parisiens (RATP) works with local operators to offer secure luggage facilities near major transit stations. These around-the-clock services allow visitors to drop off their bags and explore the city unburdened, whether for a few hours between connections or for an entire day.
Japan Railways (JR) East goes a step further. Major hubs, such as Tokyo and Shinjuku stations, have dedicated Travel Service Centers with multi-lingual staff who provide luggage storage and same-day baggage delivery to hotels or airports. This thoughtful amenity not only ensures that visitors can travel from destination to destination without being weighed down by their belongings, but also reflects Japan’s broader culture of hospitality.
Some tourists prefer to keep their luggage with them — on the subway, for example — so having open floor space near some seats can be helpful. That way riders can keep their luggage under their control at all times (as we’re accustomed to hearing on airport PA announcements.)
The Underappreciated Beauty of Wayfinding
One of the quickest ways to feel comfortable in a new place is to step into its transit system and instantly know where to go. The best agencies don’t just move people. They guide them with signage and maps that feel intuitive, even for visitors and first-time riders.
Wayfinding, as it’s called, could be the most underappreciated feature of a transit system. When done well, it can be the difference between confusion and confidence for someone navigating a foreign place.
Take London’s iconic Tube map. Its recognizable logo, typeface, and design extend from the Underground to buses and streets. A 2013-14 Transport for London study found that bolder, more consistent Underground signage with clearer typography and higher contrast made it easier for passengers to find their way.
Another city that sets the bar high for wayfinding is Tokyo. Despite its vast subway with 13 lines and more than 250 stations, navigation is often straightforward thanks to plentiful signs and directional floor markings. While regular riders may know where to go out of habit, for tourists unfamiliar with a station, this almost overabundance of signage is invaluable.
Numbered stations in Tokyo are also a huge help. There’s no need to memorize long station names in a foreign language; a number is much easier to remember and helps track where you are within your journey.
Other Asian systems stand out too by bridging language gaps with universally understood graphic elements. Hong Kong’s MTR gives each station a signature color, while Seoul uses floor and wall lines to direct passengers between routes.
The Importance of a Good Exit Strategy
One important subset of wayfinding is the “exit strategy,” and it stems from an all-too-familiar scenario. You’re taking the subway in a new city and get off in a huge, unfamiliar station with multiple exits. You have no idea which one is closest to where you’re going, so you pick randomly in hopes that it’s the right one. For tourists who don’t know where they are, this can be disorienting and even scary — not to mention the extra time it might add to the trip.
To remove the guesswork and make navigation easier for newcomers, many transit agencies are updating their exit signs. Sound Transit in Seattle, for example, numbered the exits in their downtown tunnel stations and paired them with directories of local landmarks, from Pike Place Market to sports venues.
The beauty of this strategy is that when transit agencies identify exits with numbers or letters, Google Transit can provide that critical detail in their directions. Let’s say you’re going to Pike Place Market directly from the airport. If you map the transit directions, it not only tells you to board the 1 Line train northbound and get off at Westlake, but it also tells you to follow signs for C1 - 3rd Ave. and Pine St. That last bit of info can save people a lot of time and aggravation.
Taking the Pain Out of Payment
One of the biggest challenges for tourists using an unfamiliar public transit system is figuring out fare payment. The more hoops they have to jump through — whether it’s downloading apps, reading through complex descriptions of fare options, registering accounts, or deciphering ticket machines — the less likely they are to choose transit. Travelers appreciate agencies that make fare payment effortless while providing value through discounts and added perks.
The Golden Ticket is “No Ticket”
Transport for London makes fare payment as easy as buying a cup of coffee with contactless, open-loop “pay as you go.” Riders tap their bank card or phone to pay — no paper tickets or reloading cards needed. They only pay for the trips they make, and daily and weekly fare caps mean “pay as you go” is often cheaper than buying single tickets. Since London debuted its open-loop system in 2012, countless other cities across the globe have jumped on board — from Miami, Denver, and Boston to Hong Kong, Sydney, and Singapore, to name just a few.
In August 2025, BART introduced its version (without fare capping), called Tap and Ride, in the San Francisco Bay Area. Reflecting its popularity, 30% of trips from SFO were made with a contactless bank card or mobile device within just the first two months.
Other transit systems are not far behind — notably Tokyo Metro and Los Angeles Metro, which both plan to introduce open payment by 2026. In Los Angeles, this will be a huge win for the millions of out-of-towners expected to descend upon the region for the FIFA World Cup in 2026 and the 2028 Summer Olympic and Paralympic Games.
Affordable Fares for Friends and Families
When people travel, it’s often with others. And for groups, like parents with their kids, transit can get pricey. Sometimes it’s cheaper to share an Uber than pay for individual bus or train fares. Agencies recognize this, and many offer solutions especially in the bigger cities.
Germany’s Deutsche-Bahn (DB), for instance, sells generously discounted day passes for groups of up to five people, making regional exploration possible without breaking the bank.
And on France’s regional trains, riders enjoy significant savings when they buy a ticket for three or more passengers. The more people on the ticket, the bigger the savings, and the discount kicks in automatically once the passenger count exceeds two.
Countless other cities offer passes that bundle deals on transit and local attractions. In Switzerland, there’s a multi-day Swiss Travel Pass that provides unlimited travel by train, bus, and boat, as well as free admission to hundreds of museums and discounts on mountain excursions. Pass holders can also tack on a Swiss Family Card, which allows children between six and 15 to ride free. (Kids under six always ride free.)
Despite all the great options, having too many options can be confusing for visitors. Some options are sometimes only available as paper tickets, some require cumbersome registration, and others have many restrictions, it’s hard for tourists to decide whether to purchase them.
It’s important for agencies to maintain solutions that balance convenience and value. Features that work best for tourists include:
Group discounts: Generous discounts for multiple passengers on the same ticket and free fares for children. (Important to note what age defines “child.”)
Simple rules: Tickets and passes can be purchased online without account setup, and transit cards can be shared among multiple riders.
No limits: Enable families and groups to purchase multiple tickets in a single transaction, and remove any credit card limits that get in the way of purchasing the tickets for everyone in the group.
Wide coverage: Tickets valid on multiple modes with easy transfers between systems.
Flexible durations: Passes that offer unlimited rides for a set number of days.
Safety and Security
Tourists have safety and security concerns that can go beyond those of regular riders because they’re not familiar with the security conditions on the transit system at various times of day and at various locations around the system. Moreover, their luggage, clothing, or language may mark them as out-of-towners, and that spotlight can make them fearful of being targeted by criminals.
There are solutions though. Visible security presence at airport stations and stations near hotels, conference centers, and event venues can make tourists feel safer, and sharing that information can instill them with the confidence they need to choose transit over other options.
Abundant lighting and cleanliness can also make transit feel safer. In addition, transit agencies can improve the customer experience for tourists by having convenient, well-maintained elevators and escalators that convey a feeling of safety and order. This is especially important for people with luggage.
Why is the Tourist Customer Experience Important
Tourists’ ability to navigate a region’s transit system is a reflection of not only that destination’s commitment to great customer experience but also its recognition that tourists, much like first-time riders, face unique challenges.
Through helpful trip-planning tools, strong airport links, intuitive wayfinding, fares that balance convenience and price, and a commitment to safety and security, agencies can make public transit a vacation highlight instead of a bad memory. Done right, it invites visitors to explore destinations more deeply and return home with a positive, lasting impression.
And, by providing a high-quality gateway to the cities or regions they serve, transit agencies ultimately play a role in attracting more tourists and boosting the economy.
Transit CX Tip: A key tenet of CX is to elevate the voice of customers, so seek feedback not only from local riders, but also from tourists to learn about their experiences figuring out travel options, paying fares, and riding transit. One way to do this is to work with your airport to survey tourists at departure gates at the end of their visit. That way their experiences are fresh in their minds. Also, consider engaging an experienced consultant from outside your market to visit your system and report on the customer experience from a tourist perspective, including an assessment of on-line and in-system passenger information and fare payment.
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