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Amtrak Retrains Travel, Soul & Science ft. Ryan Serhant & Agency Predictions for 2025
Jason Harris
October 16, 2024 • Estimated Reading Time: 8 minutes
Retrain Travel: The Business of Amtrak and The Future of Train Travel
Amtrak was founded in 1971 as a quasi-public corporation. This means that Amtrak receives both state and federal subsidies to operate, but it is also a for-profit company. Amtrak has the Secretary of Transportation (Pete Buttigieg) on the board. There are more than 500 stations along over 21,000 miles of track. Amtrak served 28.6 million passengers in 2023 and intends to serve 66 million passengers by 2040. It is a complicated operation, to say the least.
Here are some fundamental shifts Amtrak is making:
Shifting from a Transportation Company to a Hospitality Company
Amtrak's decision to refer to passengers as "guests" signifies a shift towards a hospitality-focused model. This approach aligns with the modern consumer's desire for meaningful experiences. By changing this language, Amtrak is transforming its service culture. This subtle yet powerful reframing can foster more personalized interactions, ultimately strengthening customer relationships and brand loyalty.
Leveraging Tech Integration for Enhanced User Experience
Amtrak's partnership with Google showcases technology integration into traditional transportation services. The collaboration now displays Amtrak's train routes alongside flight options in Google's travel search results for particular city pairs. This integration emphasizes train travel as a sustainable alternative, allowing users to compare rail and air options based on travel time and environmental impact. By incorporating train routes into Google's widely-used search platform, Amtrak has streamlined the booking process for potential passengers and increased the visibility of rail travel. This tech-enabled approach illustrates how established industries can leverage digital partnerships to enhance their services, improve accessibility, and potentially boost ridership by reaching a broader audience.
Long-Term Vision over Short-Term Gains
Amtrak has announced a long-term strategic plan supported by a $66 billion investment. This plan focuses on goals extending decades into the future rather than prioritizing immediate quarterly returns. The investment is part of the Infrastructure Investment and Jobs Act, signed into law in November 2021. Amtrak's strategy includes upgrading existing corridors, expanding service to new cities, and replacing aging infrastructure and rolling stock. This approach aims to improve rail service across the United States over an extended period, with projects scheduled through 2035 and beyond. The plan addresses sustainability, accessibility, and modernization of the national rail network. Amtrak's long-term focus contrasts with the shorter-term planning often seen in publicly traded companies, reflecting the unique position of Amtrak as a federally chartered corporation.
The "Retrain Travel" Campaign
The new brand platform, "Retrain Travel," invites consumers to reimagine an established concept—train travel—in a completely new light. This campaign does more than just promote a mode of transport; it invites people to join a movement toward a more sustainable future.
Sustainability as a Core Value
Amtrak's commitment to achieving net-zero carbon emissions by 2045 speaks to its dedication to sustainability. This clear and actionable goal helps position Amtrak as a leader in environmental stewardship and a significant differentiator in today's marketplace. It is also a clear way to attract and communicate with the next generation of passengers.
The New Acela Train (projected launch in 2025)
The new Acela will include upgraded comfort and technology, including spacious seating, winged headrests for privacy, and faster Wi-Fi. Features will include touchless restrooms and a cafe car with digital menus and new food and beverage options. The other huge upgrade will be travel speeds of up to 160mph.
From my conversation at Advertising Week New York with Eliot Hamlisch, the Chief Commercial Officer of Amtrak (October 7th, 2024)
From the Soul & Science Podcast
Ryan Serhant rose to fame on Million Dollar Listing: New York. Now running his own luxury real-estate company, SERHANT., he is the star of his own billion dollars in listings. From building a personal brand, de facto for CMOs, to creating a global business and writing best-sellers, Serhant is an intuitive marketer. “The greatest businesses of the next generation aren't going to be those that are disrupted purely by technology, they're going to be those that are disrupted by marketing,” he says. Forged by downturns–as a young soap actor, his character was killed off by 2007’s writer’s strike–Serhant became an agent, just as the mortgage crisis tanked the market in 2008. Starting SERHANT. on pandemic’s eve, his hedge-funder’s brain continues to find opportunities where others flee.
In this episode you’ll learn:
How people are given amazing opportunities, but do jack shit with them
Be the best when everything (and everyone else) is the worst
Take care of the work and the work will take care of you
The 3Fs: Follow up; follow through; follow back
Expand and brand–focus on that every day
Other recent episodes:
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Clicks of the Month
Read: Wabi Sabi - Beth Kempton |  |
Listen: Lawrence the Band. NPR wrote: Siblings Clyde and Gracie Lawrence are not your typical pair. They have been writing songs and listening to countless Stevie Wonder, Randy Newman, and Aretha Franklin records in their family’s New York City apartment since they were little kids. After years of playing together, they officially created Lawrence, an eight-piece soul-pop band comprised of musician friends from childhood and college. |  |
Watch: Will & Harper. This Josh Greenbaum documentary follows Will Ferrell and Harper Steele on a 17 day road trip across the states as they explore Harper’s transition. It is a film about acceptance, friendship, love and living an authentic life. |  |
From The Soul
“Our life is a constant journey, from birth to death. The landscape changes, the people change, our needs change, but the train keeps moving. Life is the train, not the station.”
-Paulo Coelho