UK-based Virgin Trains has introduced a new service on its East Coast operations to auction unsold First Class tickets to its passengers through the new Seatfrog smartphone app.

The new service will enable them to upgrade their tickets up to 30min before the departure of the respective train from its source.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

Under the initiative, passengers can bid against each other through an open and transparent auction process.

First Class upgrades will cost from £5 and do not need additional paperwork or printed tickets.

Every seat under the auction system will work through a dynamic bidding system that will open around 2.5h before a train departs from its source.

“Modern travel is full of rules and regulations that can make getting to our final destination a frustrating experience."

Virgin Trains East Coast commercial director Suzanne Donnelly said: “We have a strong record of innovating for the benefit of our customers and we are really excited to be partnering with Seatfrog to offer customers more opportunities to experience First Class.”

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Auction winners will be entitled to receive all benefits and services of First Class, including complimentary food and drink, reclining leather seats, additional legroom and Wi-Fi services. They can also relax in the First Class lounges in selected stations.

Seatfrog founder and CEO Iain Griffin said: “Modern travel is full of rules and regulations that can make getting to our final destination a frustrating experience.

“Everyone loves an upgrade, but the excitement of it and the ability to just change your mind at the last minute is suffering because of the many complicated processes that exist today.”

The new last-minute upgrade service will be available on selected Virgin Trains’ East Coast services on weekdays for business and leisure travellers.

Image: Virgin Trains East Coast HST at Leeds. Photo: courtesy of Stephen Craven via Wikipedia.