Rail operator’s ‘secret fare’ deal proves popular

More than 8,000 seats have been sold in the first year of a cut-price ticket promotion run by East Midlands Railway.

Since launching in partnership with Seatfrog, the Secret Fare has helped thousands of 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.

Customers apply for the tickets online, entering their journey and date of travel, as well as a time window.

They then receive their confirmed journey time via e-mail 24 hours before departure

Jenna Cowie, interim commercial director at EMR, 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 it’s a last-minute decision or a cost-effective visit to loved ones or a day out. Secret Fare makes it simple to travel smart.”