Pssst... the secret is getting out: More than 8,000 have taken advantage of EMR's Secret Fare in its first year
- Hundreds of customers use new fare and save up to 50 per cent on the cost of an average advance single ticket price
- Fare aimed at customers who have flexible schedules
- Secret fare allows customers to travel Nottingham to London or Derby to London for as little as £14
More than 8,000 seats have been sold in the first year of EMR’s Secret Fare – the flexible, money-saving ticket that’s proving a hit with spontaneous customers or those with room to adjust their journey time.
Since launching in partnership with Seatfrog a year ago, the Secret Fare has helped thousands of East Midlands Railway (EMR) customers save up to 50% on the cost of an average Advance Single ticket.
Designed for those with flexible schedules, the Secret Fare allows passengers to travel between Nottingham and London or Derby and London for as little as £12 – with fares starting at just £5 on other routes.
How does it work?
Customers simply:
- Visit Seatfrog’s app or the Secret Fare webpage: https://secretfare.seatfrog.com
- Enter their journey and date of travel
- Choose a time window (morning, afternoon, or evening)
- Receive their confirmed journey time via email 24 hours before departure
Secret Fare routes include:
- Sheffield <> London St Pancras from £17
- Nottingham <> London St Pancras from £15
- Derby <> London St Pancras from £14
- Liverpool <> Sheffield from £6
- Liverpool <> Nottingham from £10
- Nottingham <> Norwich from £16
Jenna Cowie, Interim Commercial Director at East Midlands Railway, said: "Secret Fare is all about making it even easier to find a great deal – and with more than 8,000 seats now sold, it’s clear our customers agree.
"It’s perfect for those with a bit of flexibility, whether its a last minute decision or a cost-effective visit to loved ones or a day out. Secret Fare makes it simple to travel smart."
Andrew Logan. Strategic Client Director at Seatfrog, said: "We’re absolutely delighted with the performance of Secret Fare, as we come up to our first anniversary of working with Seatfrog to provide it to our customers.
"In just one year it’s given more than 8,000 of our customers massively reduced standard class train tickets, getting more people onto the rails and off the road. We can’t wait to see what the next year brings. "