ALAIN Flausch is a relative newcomer to the transport industry, having
worked in the advertising and marketing industry for 10 years before
joining Stib as its CEO in 2000. It should come as no surprise
therefore that he is a strong believer in the value of marketing and
promoting public transport. "Public transport needs better marketing
and we need to talk to our passengers," he says.
worked in the advertising and marketing industry for 10 years before
joining Stib as its CEO in 2000. It should come as no surprise
therefore that he is a strong believer in the value of marketing and
promoting public transport. "Public transport needs better marketing
and we need to talk to our passengers," he says.
Flausch is also a firm
believer in running public transport authorities along business lines.
"I have always questioned the business model for this industry. The
fact that it is subsidised by the state or the city makes it a bit
peculiar, but it should still be business-oriented. We need to
transform our organisations into vibrant businesses. Marketing, new
technologies and a strong business culture are the very basic
ingredients we need to inject with more strength into our sector if we
wish to develop and reach our objective to double our market share in
the coming years.
believer in running public transport authorities along business lines.
"I have always questioned the business model for this industry. The
fact that it is subsidised by the state or the city makes it a bit
peculiar, but it should still be business-oriented. We need to
transform our organisations into vibrant businesses. Marketing, new
technologies and a strong business culture are the very basic
ingredients we need to inject with more strength into our sector if we
wish to develop and reach our objective to double our market share in
the coming years.
"Being only nine years in public transport, means I
still like to blow some fresh air into it from the real world. Coming
from the private sector, I still believe that, besides the absolutely
necessary public service requirements, a public transport operator
needs to be run in the same way as a privately-owned business. We may
not need to deliver a level of profit as high as that required by
private owners, but we still need to grow, to be efficient and market
driven, like any other private business. I know public service is very
important, but it is not a god."
still like to blow some fresh air into it from the real world. Coming
from the private sector, I still believe that, besides the absolutely
necessary public service requirements, a public transport operator
needs to be run in the same way as a privately-owned business. We may
not need to deliver a level of profit as high as that required by
private owners, but we still need to grow, to be efficient and market
driven, like any other private business. I know public service is very
important, but it is not a god."
Flausch wants UITP members to send a
clear message to their political partners that they need to be
consistent in their support for public transport even though many of
them only pay lip service to this ideal. "There is no future for public
transport in our cities and communities if they do not accept and
promote, on a daily basis, the principle of permanent priority for
public transport," says Flausch.
clear message to their political partners that they need to be
consistent in their support for public transport even though many of
them only pay lip service to this ideal. "There is no future for public
transport in our cities and communities if they do not accept and
promote, on a daily basis, the principle of permanent priority for
public transport," says Flausch.
Whenever political leaders are
confronted with city planning or urban renovation schemes, Flausch
wants them to give first priority to walking and cycling, which he says
are complementary to public transport. "Logistic traffic, namely what I
would describe as ‘feeding the city' should be the second priority,
whereas private transport should always come after this," says Flausch.
He points to cities like Copenhagen, Lyon and Vienna, which have
adopted this philosophy and have as a result become more pleasant and
safe, and have witnessed a reduction in pollution. As a result, such
cities are regaining inhabitants, whereas cities that have failed to
give priority to pedestrians, cyclists and public transport struggle to
retain their historical city-centre populations.
adopted this philosophy and have as a result become more pleasant and
safe, and have witnessed a reduction in pollution. As a result, such
cities are regaining inhabitants, whereas cities that have failed to
give priority to pedestrians, cyclists and public transport struggle to
retain their historical city-centre populations.
In the current
financial crisis, Flausch says some politicians are using the situation
to say that there is less money around, so they cannot do anything.
"This is not good enough," he retorts. "You can always divide the funds
available and direct them to the priority projects. If public funds can
be used to bail out banks, why can't they be used to fund more
reputable institutions like public transport operators?"
financial crisis, Flausch says some politicians are using the situation
to say that there is less money around, so they cannot do anything.
"This is not good enough," he retorts. "You can always divide the funds
available and direct them to the priority projects. If public funds can
be used to bail out banks, why can't they be used to fund more
reputable institutions like public transport operators?"
Flausch
describes himself as a "fierce promoter of seamless travel" despite
being a public transport operator in a country where for political and
historical reasons intermodality does not really work. "I am known in
Belgium for having risked my position time and time again by summoning
politicians to grasp the major concept of seamless travel as the real
future of public transport in large conurbations."
describes himself as a "fierce promoter of seamless travel" despite
being a public transport operator in a country where for political and
historical reasons intermodality does not really work. "I am known in
Belgium for having risked my position time and time again by summoning
politicians to grasp the major concept of seamless travel as the real
future of public transport in large conurbations."
Flausch says public
transport "offers a major contribution to the gigantic problems the
world is facing in terms of climate change" but its voice is not loud
enough. "We need to pursue with energy what has already been started by
my predecessor, Roberto Cavalieri, namely developing strong ties with
all the international and multilateral organisations whose objectives
are linked to our future." Flausch also wants public transport
operators to invest strongly in innovation and consolidate the value of
their brands. He wants operators to change from what he describes
rather colourfully as "dusty, nice, old and charming ladies" into
modern, innovative and technology driven brands. He says this will help
operators to attract new customers - the smart traveller - as well as
new people to work in the industry. "Our association should be at the
forefront of that battle and facilitate the move towards innovative
public transport."
transport "offers a major contribution to the gigantic problems the
world is facing in terms of climate change" but its voice is not loud
enough. "We need to pursue with energy what has already been started by
my predecessor, Roberto Cavalieri, namely developing strong ties with
all the international and multilateral organisations whose objectives
are linked to our future." Flausch also wants public transport
operators to invest strongly in innovation and consolidate the value of
their brands. He wants operators to change from what he describes
rather colourfully as "dusty, nice, old and charming ladies" into
modern, innovative and technology driven brands. He says this will help
operators to attract new customers - the smart traveller - as well as
new people to work in the industry. "Our association should be at the
forefront of that battle and facilitate the move towards innovative
public transport."
In conclusion, Flausch recognises that this year and
next will be tough for operators and their passengers alike. "The
policies aimed at recovering from the economic crisis and its social
impact will inevitably have to be combined with measures aimed at
reducing greenhouse gas emissions and curbing growing traffic
congestion. The public transport community must seize these difficult
times as a fantastic opportunity to further enhance its market share
and thereby contribute to the sustainable development of our cities and
planet.
next will be tough for operators and their passengers alike. "The
policies aimed at recovering from the economic crisis and its social
impact will inevitably have to be combined with measures aimed at
reducing greenhouse gas emissions and curbing growing traffic
congestion. The public transport community must seize these difficult
times as a fantastic opportunity to further enhance its market share
and thereby contribute to the sustainable development of our cities and
planet.
