A peek into…Travel Demand Management

Photo of Lauren Barton

Tell us about your role
I am a Travel Demand Management (TDM) Planning and Delivery Manager and sit within one of the ‘C’s’ (customer) in CCT.

I work closely with operational and CCT colleagues on highly impactful works and events as well as being part of projects that help reduce recurring congestion. The work I do is often one of the main (and sometimes the only!) mitigation measures used to minimise the impact on the network and our customers, which can be a little daunting at times!

The approach we use is to effect behaviour changes in our customer’s travel habits (such as avoiding an area, using an alternative route or mode of transport) by developing tailored travel advice. I’ll then work with colleagues across CCT to deliver this travel advice through using our most appropriate customer facing communications channels (usually all!)  and via key stakeholders.  An important part of my role is also to monitor any changes to our customers travel which have resulted from our work and at times adapt the plans if necessary.

I started at TfL when I moved to the UK nearly five years ago, and I have loved being part of such an iconic organisation, working on some really interesting projects, on a scale I could have only dreamed of when I was living back in Australia. I went from working on a closure of the Storey Bridge in Brisbane, to working on a closure of the iconic Tower Bridge here; from providing information to circa 250,000 bus passengers a month, to 151 million passengers a month; and from working in a town whose rail system is still finding its feet, to a place where the tube network is the lifeblood of the city. One thing remains consistent though – no matter the size or scale of what you’re dealing with, clear, consistent, timely and tailored messaging is always best. And that’s what I enjoy doing!

Why is your role important to TfL?
The customer is at the heart of everything we do, and my role is all about ensuring our customers have the information they need to ensure they can still get to where they need to when major works and events mean their normal journey is impacted.

Not just that, but getting the customer to move around the network to avoid disruption supports the operations of our network and helps us keep London moving, while also supporting key Mayoral priorities.

Icon Transport for London roundel

Everything we are doing is to try to make sure our customers can have better journeys.

What’s your favourite thing about what you do?
I really enjoy having the chance to see each job through to the end. It’s really satisfying to have an overview of a project, from conception to delivery. You get to see how we support the capital and make things better for Londoners.

I also love the fact that I get to work with people not only from my team, but from the wider CCT directorate and across the business. Successfully delivering a TDM project is all about working together to deliver a shared one-TfL outcome, and it’s really satisfying to be a part of.

What’s one thing that you would like our customers to know ?
Everything we are doing is to try to make sure our customers can have better journeys. We are constantly striving to better understand them, to give them the information they need, in a timely manner and in ways they want it, to help them have the best experience they can.


How Digital works with Travel Demand Management
Many passengers rely on TfL’s digital channels during times of disruption. Recently we’ve been working with TDM to think about how we can improve the quality of information we serve and the ways we serve it. Our vision is to use multiple digital touchpoints to provide alternative travel information that’s accurate, timely, relevant, actionable and even personalised where possible. For planned network closures we want to engage with passengers early on and encourage alternative routes. During times of disruption our focus will be on giving them detailed status information and actionable advice.