Northern has announced its bold new strategy, ‘30 by 30’, aiming to deliver 30 million additional customer journeys by the end of the decade. This data-driven plan focuses on sustainable, long-term growth and positions Northern as a proactive leader in shaping the future of rail in the North of England.
The strategy combines organic demand growth, performance improvements, and targeted interventions designed to make rail travel easier, more reliable, and more attractive for passengers.
Three Pillars of Growth
The ‘30 by 30’ plan is built around three key pillars:
- 10 million journeys through organic passenger growth
- 10 million journeys through improved reliability, driven by Northern’s ‘90/2’ performance ambition – 90% of trains arriving within three minutes and fewer than 2% cancelled
- 10 million journeys through strategic initiatives, including Pay As You Go ticketing, multi-modal integration, and enhanced regional connectivity
Alex Hornby, Commercial and Customer Director for Northern, said:
“Our vision for 30 by 30 is rooted in confidence and user research.”
“Our data shows that the demand for rail travel is greater than ever, and with improved performance, better value and greater convenience, we can make rail the natural choice for even more people and how they travel across the North.
This is a growth plan with purpose. It is customer-led, and we aim to deliver it alongside our stakeholder partners. It aligns closely with local ambitions, the region’s economic goals and national transport strategy.”
Building on Strong Momentum
Northern’s recent performance indicators underline the strength of this approach, with record post-COVID journey numbers, best-ever revenue days, and customer satisfaction levels above the national average. The operator continues to play a vital role in regional economic growth, supporting access to jobs, education, and leisure.
Driving Industry Progress
The plan complements wider industry objectives and the vision of Great British Railways, showing that Northern is not waiting for structural reform to deliver growth. Instead, the operator is actively shaping its own path toward a stronger, more reliable, and customer-focused railway—now.
Image credit: Northern
