Arriva has strengthened its foothold in the UK’s digital transport sector after its Arriva Customer Engine (ACE) platform won a multi-year contract with CrossCountry, one of Britain’s leading long-distance train operators. The deal, announced last week, will see ACE power CrossCountry’s new website and mobile app, offering passengers a seamless way to plan journeys, buy tickets, and access real-time travel updates.
Selected from 22 competitors through the UK Government’s Utilities Contract Regulation (UCR) framework, ACE stood out for its promise of cheaper fares and a fee-free booking model. Unlike many digital platforms that tack on extra charges, ACE delivers tickets directly to customers without additional costs. With CrossCountry recording 33 million passenger journeys in 2024, the contract marks a significant expansion for Arriva’s digital offering, building on its use across Chiltern Railways, Grand Central, and Arriva UK Bus services.
The platform’s intuitive design aims to simplify travel. Passengers can purchase tickets, check live service updates, and find journey details all in one place. Amanda Furlong, Interim Managing Director of Arriva UK Trains, hailed the deal as a win for public transport uptake. “ACE is about improving the passenger experience and making travel more accessible,” she said. CrossCountry echoed this, noting the contract aligns with its goal of enhancing customer service through innovation.
Already a success, ACE facilitated 1.14 million rail ticket sales last year, totalling GBP 31 million. Its adoption by CrossCountry is expected to widen its reach, giving Arriva deeper insights into passenger needs across diverse UK routes—from Aberdeen to Penzance. This data could fuel further upgrades, with plans to integrate cutting-edge artificial intelligence and machine learning. Future features might even allow tie-ins with other apps, letting travellers book add-ons like local activities alongside their tickets.
The CrossCountry contract underscores Arriva’s growing role as a digital ticketing leader. Neil Shah, IT & Digital Director at Arriva UK Trains, called ACE a “market-leading platform” that makes rail travel cheaper and easier. For CrossCountry, which operates some of the UK’s busiest long-distance routes, the partnership promises a smoother, more connected experience for its millions of passengers.
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