1. Communities Travel Behaviour Change Project
Component 2 – Evaluation
22/03/2017

2. Corporate Overview
Leading global provider of professional services to resource & energy sectors
Capabilities cover all aspects of transportation sector including rail, maritime (ports/harbours), roads, highways and intermodal transport
Master Planning, infrastructure engineering, policies, strategies and behaviour change 37
countries
114
offices
37,200
employees
22/03/2017

3. Partnership Working
Consortium working to deliver complete solutions that meet customer needs
Local knowledge
Qualitative and quantitative survey design and implementation
Monitoring and evaluation
International perspective
22/03/2017

4. $21bn 33% National Context 34% Sydney 69% of journeys by private car
estimated cost per year of road congestion on the Australian economy
 34%
of household greenhouse gas emissions from transport (lighting contributes 5%)
33%
proportion of urban land in Australia given over to roads and car parking
Sydney
69% of journeys by private car
10% by PT
18% Walking
1% Cycling
Melbourne
75% of journeys by private car
9% by PT
13% Walking
2% cycling
22/03/2017

5. TravelSmart in Australia
1995
first TravelSmart project in Perth, WA following Metropolitan Transport Strategy
450,000
households in Perth
now treated through TravelSmart process 8
all Australian States / Territories licensed under TravelSmart brand
8 projects in
Western Australia
143,000 hh
10% reduction in car trips
Townsville (Queensland)
10,000 hh
8% reduction in
car trips
Brisbane North
(Queensland)
74,500 hh
13% VKT reduction
22/03/2017

6. 1st 1.6m 60% Project Objectives Behavioural Outcomes
10% reduction in VKT
Reduction in greenhouse gas emissions
Increase in sustainable travel
Reduction in car trips on journey to work
Reduction in peak time travel
Attitudinal Outcomes
Understanding of alternatives
Improved perception of public transport
Increased acceptance of sustainable transport as viable alternative to car use
Recognition of TravelSmart brand
Project Outputs
Number of households contacted
Number / type of material delivered
Number of reports / meetings with stakeholders
1st
SEQ is Australia’s fastest growing region
1.6m
Estimated population increase in SEQ by 2031 (from 2.8m in 2006)
60%
of men and 40% of women in Queensland overweight or obese
22/03/2017

7. Brisbane South / Ipswich Gold Coast Sunshine Coast / Caboolture
Project Areas
Brisbane South / Ipswich
Social Data (180,000 households)
Gold Coast
SKM (72,000 households)
Sunshine Coast / Caboolture
UrbanTrans (72,000 households)
22/03/2017

8. 324,000 3 Project Overview Client TMR External Evaluation
WorleyParsons
Sunshine Coast
UrbanTrans
Brisbane South
SocialData
Gold Coast
SKM
324,000
households targeted in South East Queensland
 10%
targeted reduction in vehicle kilometres travelled (VKT)
    3
different implementation methodologies
22/03/2017

9. Implementation Methodologies
Brisbane South
Gold Coast
Sunshine Coast
Delivery Team
SocialData
SKM
UrbanTrans
Methodology
IndiMark
Conversational / Travel Blending
TravelSmart Plus
Features
Traditional IM approach
Focus on those most likely to change behaviour
Onus on identifying individual journeys that could change
Personalised journey plans / visits
Hi-tech contact / delivery process
Complementary awareness raising / events
Start Dates
October 2009
April 2010
End Dates
December 2010
Progress by May 2010
65,000+ contacted households
8,000 – 10,000 target
22/03/2017

10. Government Policy / Existing Transport
Service Provision
Additional bus services in Brisbane area – 385 additional services providing 20,000 extra seats
750,000 go cards issued – 400 sales outlets and 1,000 top-up outlets in SEQ
$7bn investment in transport infrastructure this year for SEQ
Coastal Issues
Coast creates long transport corridor
New rail station on Gold Coast
Sunshine Coast rail services inland, reliant on bus links to coastal towns
Improved bus services, but still poor and infrequent
TravelSmart contributes to:
Toward Q2
South East Queensland Regional Plan
Transport Coordination Plan
TransLink Network Plan
Principal Cycle Network Plan
ClimateQ, toward a greener Queensland
22/03/2017

11. Key Stages of Evaluation
Benchmarking
Identify & map travel behaviour and attitudes
Services and Infrastructure
External influencers
Implementation / Monitoring
Ongoing assessment of outputs and methodologies
Evaluation
Final Outcomes
Reporting and Presentations 3
distinct work stages 5
thematic pillars 11
phases of delivery
22/03/2017

12. Work Program Overview Benchmarking Monitoring Evaluation Surveys
Existing Transport
Implementation Methodologies
Government Policy
Best Practice
Pre-implementation
Benchmarking
Mid-wave implementation
Monitoring
Post-implementation
Evaluation
Pre-Survey
Report
Identify existing & future transport
Identify Methodology
Identify current & proposed govt policy
Identify local & International Best Practice
Benchmark
Monitor
Monitor
Monitor
Monitor
Monitor
Mid-wave Review and Monitoring
Post-Survey
Report
Report
Report
Report
Report
Evaluation – Final Report and Presentation
22/03/2017

13. Longitudinal research – qualitative and quantitative
Types of Survey
Longitudinal research – qualitative and quantitative
South East Queensland Household Travel Survey
Focus Groups
8 in Brisbane South / Ipswich
Pre-Implementation Benchmark Survey
Travel Diary & Quant Survey for 2,200 hh
Travel Diary placement (SEQTS) & CATI survey
Periodic Measurements
1 wave
(1 more optional)
Quant Survey, online / mail, CATI follow-up
Post-Implementation Survey
Travel Diary & Quant Survey for 1,500 hh
3 per study area
22/03/2017

14. 16 focus groups across Brisbane South, Gold Coast and Sunshine Coast
8 groups with regular car users
8 with regular PT users
Mixture of age, gender and locations in each group
Key findings:
PT and congestion are top of mind issues
Driving is the most preferred form of transport
Availability of services, reliability, frequency and safety among the main barriers to using PT
Walking/cycling seen mainly as leisure/sport activities coupled with poor perceptions of infrastructure, climate and safety
“We need to get more public transport and get the cars off the roads”
“Can do more things in one day with a car.”
“Cycling is not a feasible form of transport due to climate and terrain”
22/03/2017

15. SEQ Household Travel Survey
82%
of all trips in Brisbane taken by car, rising to 87% on Gold Coast
92%
of all work trips in Gold / Sunshine Coast taken by car (76% in Brisbane)
9.7km
average distance per trip in Brisbane South
A survey including over 9,000 households
Including a stratified random sample of all occupied households within Brisbane, Gold Coast and Sunshine Coast
Collecting detailed data on travel patterns and behaviours
Using a one-day travel diary
Key findings:
Majority of trips taken by car (82% or more)
PT accounts for just 8% of trips in Brisbane and 3% on the Coasts
Walking and cycling account for 10% or less of trips in SEQ
22/03/2017

16. Implementation Methodologies
Benchmarking
Benchmarking
Implementation Methodologies
Current Travel Habits
Government Policy
Existing Transport Provision
Local Demographics
Current Attitudes
Barriers to Sustainable Travel
Opportunities for Change
Best Practice
22/03/2017

17. High level of car use across SEQ
Current Travel Habits
High level of car use across SEQ
82% of all trips in Brisbane taken by car, rising to 87% and 85% on the Gold Coast and Sunshine Coast, respectively
PT use very low on the Coasts – predominantly due to limited bus services / lack of rail infrastructure as well as poor perception of service provision
Walking / cycling seen as leisure pursuits more than transport modes
Mode
Brisbane
Gold Coast
Sunshine Coast
Trips per day
Mode Share
Car
4,544,000
82%
1,332,000
87%
863,000
85% PT
429,000
7.7%
51,000
3.4%
33,000
3.3%
Walking
509,000 9%
113,000 7%
86,000
8.6%
Bicycle
64,000
1.2%
23,000
1.5%
19,000
1.9%
Other
45,000
0.8%
9,000
0.6%
4,000
0.4%
22/03/2017

18. Socio Economic / Demographic Factors
Car Ownership and Usage
More households own 3+ cars than none
Definite ‘car culture’
Low density with de-centralised services
Australia has 2nd highest car ownership in the world, after USA
Demographic Trends
Increasing population across SEQ
Young demographic in Inner Brisbane, family orientated in suburbs
Coastal areas have high proportion of rental properties / holiday makers / backpackers
Large population of retired persons on the coast (particularly Sunshine Coast)
SEQ
22/03/2017

19. Current Attitudes
Freedom & Control
Congestion
42%
of car drivers stated there was no other way to get to work
 68%
thought driving their car was an important part of daily life
 46%
classified PT as a convenient way of getting around
Relaxing / Health / Social
Weather / Distance / Routes
Relaxing / Low Cost / Environment
Frequency / Routes
22/03/2017

20. Barriers to Sustainable TravelPT
No train service (23%)
Bus takes too long (19%)
No bus service (17%)
Cycle
No bike (24%)
Too dangerous (20%)
Too far to ride (16%)
Car Pool
No one to share with (60%)
Too inflexible (17%)
Prefer to drive alone (8%)
Walk
Journey too far (56%)
Too lazy (10%)
Don’t have time (9%)
22/03/2017

21. Opportunities for Change
Potential for Change
Overcome Barriers
Challenge Perceptions
Identify and respond to motivato rs
Conveni ence
Cost
Environ ment
Health
Ability to engage Householders
Contact details
Origin vs Destination
Provide Information and Incentives
Perception & awareness
Service provision & infra-structure
22/03/2017

22. Qualitative / Quantitative research suggests:
Summary
Qualitative / Quantitative research suggests:
Poor perception and knowledge of local transport provision
Potential for modal transfer away from single occupancy car use
Case studies suggest:
Effective implementation program can achieve positive modal shift
Travel Behaviour Change projects can be a low-cost solution to congestion and mobility issues
Key outputs will be:
Analysis of change in attitudes / perceptions regarding transport modes
Shift in travel patterns – by mode, frequency, time and distance
Interpretation of how external factors impact on travel choice
Recommendations on effective implementation methodologies
22/03/2017

23. Contact Us WorleyParsons Steer Davies Gleave
David Freer Katherine Evans
WorleyParsons Steer Davies Gleave
Brisbane, Australia London, United Kingdom