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1Confidential/Proprietary/Deliberative Process Materials
Amtrak State Corridor CustomersCORT
February 20, 2019
2Confidential/Proprietary/Deliberative Process MaterialsCONFIDENTIAL & PROPRIETARY
FY1 8 DemandFY1 8 Demand
3Confidential/Proprietary/Deliberative Process MaterialsCONFIDENTIAL & PROPRIETARY 3
Fy18 State Corr idor R idersh ipFy18 State Corr idor R idersh ip
4Confidential/Proprietary/Deliberative Process MaterialsCONFIDENTIAL & PROPRIETARY
Gender and AgeGender and Age
5Confidential/Proprietary/Deliberative Process MaterialsCONFIDENTIAL & PROPRIETARY 5
Tr ip Purpose and F i rst T ime Amt rak CustomersTr ip Purpose and F i rst T ime Amt rak Customers
6Confidential/Proprietary/Deliberative Process Materials
7%
11%
9%
9%
16%
15%
12%
14%
11%
21%
10%
6%
12%
14%
10%
18%
14%
10%
18%
20%
11%
15%
16%
10%
19%
23%
13%
28%
11%
10%
10%
18%
13%
16%
16%
19%
18%
14%
18%
20%
13%
15%
20%
18%
19%
19%
19%
23%
16%
23%
21%
18%
25%
20%
24%
18%
27%
23%
28%
14%
11%
11%
10%
13%
9%
12%
14%
14%
12%
9%
11%
12%
11%
8%
13%
9%
15%
16%
10%
8%
13%
13%
9%
16%
12%
10%
14%
7%
13%
13%
12%
11%
15%
12%
14%
11%
15%
17%
15%
11%
17%
19%
15%
12%
13%
14%
13%
13%
17%
14%
17%
17%
14%
17%
14%
14%
15%
11%
17%
13%
24%
18%
24%
23%
19%
18%
18%
16%
17%
15%
25%
25%
18%
24%
21%
17%
18%
20%
21%
16%
19%
19%
20%
20%
14%
19%
16%
18%
21%
13%
24%
23%
22%
21%
18%
18%
17%
19%
18%
17%
19%
16%
19%
17%
16%
17%
16%
15%
15%
13%
14%
13%
11%
10%
11%
11%
12%
9%
8%
9%
12%
8%
8%
6%
8%
7%
8%
6%
7%
8%
5%
8%
5%
6%
7%
6%
5%
4%
3%
5%
3%
4%
5%
6%
5%
4%
3%
3%
3%
6%
H E A R T L A N D F L Y E RH O O S I E R S TA TE
P E R E M A R Q U E T TEC A S C A D E S
S A N JO A Q U I NW A S - L Y N C H B U R G
A D I R O N D A C KB L U E W A TE RC A R O L I N I ANV E R M O N T E R
W A S - N O R F O L KW A S - R I C H M O N D
D O W N E AS TE RK A N S A S C I TY - S TL
E T H A N A L L E NP E N N S Y L VA N I A N
P A C I F I C SU R FL I N E RH I A W A TH A
C H I C A G O - Q U I N C YA L B A N Y - N F L
E M P I R E ( N YP - A L B )C A P I TO L C O R R I D O R
W O L VE R I N EW A S - N P N
C H I C A G O - ST LP I E D M O N T
N E W H A V E NI L L I N I / S A L U K I
K E Y ST O N E
U S C E N S U S ( 2 0 1 6 )
18-24 25-34 35-44 45-54 55-64 65-74 over 75
Custom er Age Custom er Age
7Confidential/Proprietary/Deliberative Process Materials
56%55%55%
53%52%52%
51%51%
50%48%48%
47%47%
46%45%
44%44%
43%43%43%
42%41%
40%39%
38%38%38%38%
37%
49%
44%45%45%
47%48%48%
49%49%
50%52%52%
53%53%
54%55%
56%56%
57%57%57%
58%59%
60%61%
62%62%62%62%
63%
51%
D O W N E AS TE RC A S C A D E S
C A P I TO L C O R R I D O RK E Y ST O N E
A D I R O N D A C KH I A W A TH A
P A C I F I C SU R FL I N E RE M P I R E ( N YP - A L B )
E T H A N A L L E NP E N N S Y L VA N I A N
P I E D M O N TV E R M O N T E RN E W H A V E N
H O O S I E R S TA TEC H I C A G O - ST L
C H I C A G O - Q U I N C YA L B A N Y - N F L
P E R E M A R Q U E T TEW O L VE R I N E
W A S - N P NB L U E W A TE R
I L L I N I / S A L U K IW A S - L Y N C H B U R GK A N S A S C I TY - S TLH E A R T L A N D F L Y E R
S A N JO A Q U I NC A R O L I N I AN
W A S - R I C H M O N DW A S - N O R F O L K
U S C E N S U S ( 2 0 1 6 )
Male Female
Custom er Gen derCustom er Gen der
8Confidential/Proprietary/Deliberative Process Materials
45%
46%
47%
51%
51%
53%
53%
53%
54%
55%
56%
56%
56%
56%
58%
58%
59%
59%
59%
60%
60%
61%
64%
65%
67%
67%
68%
71%
72%
4%
15%
10%
11%
20%
7%
14%
22%
10%
17%
14%
5%
12%
6%
10%
10%
8%
9%
11%
8%
13%
12%
8%
8%
4%
7%
9%
8%
9%
37%
28%
28%
25%
17%
33%
23%
15%
24%
20%
24%
30%
25%
26%
22%
22%
25%
25%
16%
25%
19%
17%
20%
21%
25%
20%
16%
14%
12%
10%
6%
12%
11%
10%
6%
9%
8%
10%
7%
5%
7%
6%
9%
8%
9%
4%
6%
9%
6%
6%
9%
5%
6%
3%
3%
7%
5%
5%
HEART LAND FLYER
HOOSIER ST AT E
SAN JOAQUIN
BLUE W ATER
PIEDMONT
PERE MARQUET T E
VERMONT ER
ILL IN I /SALUKI
PENNSYLVANIAN
ALBANY - NFL
W AS - LYNCHBURG
CASCADES
CHICAGO - QUINCY
W AS - NORFOLK
PACIFIC SURFLINER
ADIRONDACK
KANSAS CIT Y - ST L
CAROLINIAN
W OLVERINE
ET HAN ALLEN
CHICAGO - STL
CAPITOL CORRIDOR
W AS - NPN
DOW NEAST ER
W AS - R ICHMOND
HIAW ATHA
EMPIRE (NYP-ALB)
KEYST ONE
NEW HAVEN
Employed College student Retired Homemaker Not employed/Other
Empl oym ent Empl oym ent
9Confidential/Proprietary/Deliberative Process Materials
93%
89%
88%
87%
86%
86%
85%
84%
84%
82%
81%
81%
80%
80%
77%
77%
75%
75%
72%
71%
71%
69%
69%
68%
67%
65%
59%
57%
54%
75%
2%
6%
2%
2%
4%
4%
12%
6%
9%
6%
9%
11%
9%
10%
9%
14%
10%
13%
17%
14%
19%
6%
7%
22%
16%
23%
14%
31%
33%
13%
1%
5%
7%
5%
5%
13%
6%
5%
5%
3%
13%
5%
3%
2%
2%
4%
3%
4%
4%
3%
3%
4%
4%
4%
5%
3%
6%
6%
5%
4%
2%
15%
8%
6%
6%
23%
5%
4%
18%
DOW NEAST ERPERE MARQUET T E
VERMONT ERCASCADES
ET HAN ALLENEMPIRE (NYP-ALB)
KANSAS CIT Y - ST LKEYST ONE
CHICAGO - QUINCYW AS - LYNCHBURG
BLUE W ATERHIAW ATHA
HOOSIER ST AT EPENNSYLVANIAN
ALBANY - NFLW AS - R ICHMOND
ADIRONDACKHEART LAND FLYER
CHICAGO - STLNEW HAVENW OLVERINE
PACIFIC SURFLINERCAPITOL CORRIDOR
W AS - NORFOLKILL IN I /SALUKI
W AS - NPNSAN JOAQUIN
CAROLINIANPIEDMONT
US CENSUS (2016)
White African American/Black Asian Native American Other Hispanic
Custom er Ethn ic i tyCustom er Ethn ic i ty
10Confidential/Proprietary/Deliberative Process Materials
15%
11%
10%
9%
14%
10%
10%
8%
7%
11%
8%
8%
9%
8%
8%
11%
13%
6%
6%
7%
7%
9%
4%
5%
7%
8%
6%
4%
5%
38%
37%
38%
35%
39%
30%
25%
31%
25%
30%
28%
29%
25%
24%
22%
22%
21%
25%
19%
19%
23%
14%
14%
25%
16%
20%
19%
12%
17%
13%
29%
30%
30%
32%
26%
29%
37%
30%
37%
33%
30%
31%
35%
35%
36%
36%
34%
28%
40%
40%
35%
42%
39%
33%
37%
31%
31%
38%
35%
34%
21%
18%
21%
23%
26%
27%
28%
29%
30%
30%
31%
32%
32%
32%
34%
34%
34%
34%
35%
35%
35%
37%
38%
38%
42%
42%
42%
44%
44%
48%
12%
HEART LAND FLYERSAN JOAQUIN
PIEDMONTHOOSIER ST AT E
KANSAS CIT Y - ST LALBANY - NFLILL IN I /SALUKI
PACIFIC SURFLINERCHICAGO - QUINCYPERE MARQUET T E
BLUE W ATERCASCADES
CHICAGO - STLCAROLINIANW OLVERINE
W AS - NORFOLKPENNSYLVANIAN
ET HAN ALLENHIAW ATHAW AS - NPN
DOW NEASTERADIRONDACK
CAPITOL CORRIDORNEW HAVEN
W AS - LYNCHBURGVERMONT ER
W AS - R ICHMONDKEYST ONE
EMPIRE (NYP-ALB)
US CENSUS (2016)
High School or less Some College + College Grad Grad School
Custom er Educat i onCustom er Educat i on
11Confidential/Proprietary/Deliberative Process Materials
32%
33%
34%
35%
36%
36%
43%
43%
44%
44%
45%
45%
46%
46%
48%
48%
48%
49%
50%
50%
51%
51%
51%
53%
54%
55%
56%
57%
59%
23%
10%
36%
11%
23%
29%
12%
25%
13%
14%
13%
19%
9%
17%
9%
12%
20%
11%
8%
18%
9%
13%
19%
13%
9%
7%
10%
9%
8%
5%
2%
5%
3%
4%
5%
2%
4%
5%
5%
7%
6%
11%
2%
2%
7%
3%
5%
6%
0%
4%
10%
3%
14%
8%
5%
2%
4%
19%
47%
15%
34%
24%
15%
31%
16%
25%
24%
24%
18%
24%
26%
28%
24%
21%
24%
25%
22%
27%
16%
13%
12%
17%
26%
21%
22%
17%
7%
8%
9%
12%
8%
10%
10%
9%
9%
12%
11%
11%
9%
8%
13%
9%
7%
11%
10%
7%
8%
8%
12%
7%
11%
11%
7%
10%
11%
CAPITOL CORRIDORADIRONDACK
EMPIRE (NYP-ALB)DOW NEAST ER
HIAW ATHAKEYST ONECASCADES
NEW HAVENPACIFIC SURFLINER
CHICAGO - STLPENNSYLVANIAN
W AS - LYNCHBURGCHICAGO - QUINCY
W AS - NORFOLKPERE MARQUET T E
ALBANY - NFLW AS - NPN
W OLVERINEBLUE W ATER
W AS - R ICHMONDHOOSIER ST AT E
PIEDMONTCAROLINIAN
ILL IN I /SALUKIVERMONT ER
HEART LAND FLYERKANSAS CIT Y - ST L
ET HAN ALLENSAN JOAQUIN
Visit Friends & Family Business Commute School Vacation & Recreation Personal, Shopping, Other
C usto m e r Tr i p P u r p o s eC usto m e r Tr i p P u r p o s e
12Confidential/Proprietary/Deliberative Process MaterialsCONFIDENTIAL & PROPRIETARY 12
W h a t i s i m p o r t a nt t o o u r c u s t o m e r sW h a t i s i m p o r t a nt t o o u r c u s t o m e r s
The most important service attributes to our customers are:System-
wide Acela NER State LDRank Rank Rank Rank Rank
Information given about problems/delays while on the train 1 1 1 2 1
Amtrak’s ability to get you to your destination safely 2 6 3 3 2
Smooth and comfortable train ride 3 3 2 4 3
Reliability or on-time performance of the train 4 2 4 1 5
Friendliness/helpfulness of the train conductors 5 7 8 5 4
Overall cleanliness of the train interior 6 5 6 6 7
Comfort of your [seat/sleeping compartment] 7 4 5 9 6
Personal security on the train 8 11 10 8 9
Overall station experience at the boarding station 9 8 7 7 10
Information given on the train on services/features/safety 10 10 15 11 8
Accuracy of information received about the train trip prior to boarding the train
11 14 9 10 13
13Confidential/Proprietary/Deliberative Process Materials
Data Analytics: finding the signal in the noise• Bottom-up analysis: using individual customer
behavior to understand demand• Enhancing digital marketing: Combining
customer behavioral data with 3rd party data
Share of Wallet: how loyal are our customers?
Underserved communities:• Traditional view: based on availability of choices• Alternate view: based on availability of Intercity
Passenger Rail service
Data Analyt ics a nd Long er Term P lanni ngData Analyt ics a nd Long er Term P lanni ng
