Avanti West Coast has published its first Comfort Index, revealing that more than half of passengers would choose a completely phone-free carriage and that a specific seat on its Pendolino trains is the most reserved.
The intercity operator's research, based on customer data, found that more than two thirds (77%) of passengers want a window seat, 69% prefer to face forward, and 58% want an empty seat beside them. Exactly one in five (20%) would travel 15 minutes longer to keep it empty, 18% would pay an extra £5, and 22% would sacrifice Wi-Fi.
Seat 18 in Coach B tops bookings
Avanti's booking data suggests Seat 18 in Coach B is the most reserved seat on its Pendolino services, booked 179,685 times between September 2025 and September 2026. It matches passenger preferences of having a window and table.
While seating preferences are consistent across the West Coast Main Line, snacks proved controversial, with 52% of rail travellers objecting to boiled eggs and 48% to tuna sandwiches being eaten onboard.
Quiet and phone-free preferences
The research indicates that more than two-thirds (68%) of passengers want more quiet carriages, and more than half (52%) would choose a completely phone-free carriage. The Index also reveals a generational shift, with Gen Z passengers being more tolerant of video calls: 38% think Facetiming onboard is unacceptable compared to almost three quarters (72%) of over-65s.
A huge 88% of over-65s object to TikToks or videos without headphones, compared to just 51% of 18-24-year-olds. Younger passengers place greater emphasis on choice, with 62% of 25-34-year-olds saying choosing between Standard, Premium and First Class matters during planning, compared with 42% of over-65s.
Onboard comforts and sales
Gen Z are bringing their own comforts onboard, with one in eight (12%) 18-24-year-olds saying they would pack a massage gun. Three quarters (75%) say taking socks off onboard is unacceptable, 70% object to TikToks without headphones, and 67% to someone cutting or filing their nails.
Between September 2025 and September 2026, Avanti West Coast customers drank almost 420,000 cups of breakfast tea, ate 212,000 KitKats, and 154,000 Grolsch Pilsners were sold.
Kathryn O'Brien at Avanti West Coast said: "The Comfort Index shows everyone’s definition of comfort varies. While there's some unspoken rail travel etiquette most seem to agree on, beyond that people have different thoughts on what makes a comfortable journey."
"For some it’s peace and quiet while for others it’s getting work done, enjoying a snack or having space to relax."
O'Brien added that customers most value the ability to shape their journey around their own needs, and that the operator offers a seat picker tool and a range of refreshments in its onboard shop. She said the company will continue to enhance the onboard experience, including upgrading Wi-Fi connectivity.
