Electric train traveling through countryside
Sustainable Travel Campaign

Travel Smarter to Alton Towers

Compare sustainable transport methods and reduce your environmental impact.

Primary Research

Peer Feedback & Improvements

20 target-audience users (teenagers, young adults, families) completed a questionnaire and reviewed the initial draft. Their findings drove every refinement below.

85%

Visually engaging

78%

Charts improved understanding

65%

Wanted clearer cost comparisons

90%

Sustainability message effective

Questionnaire results

"Would you consider greener travel after seeing this?"

85%

Positive intent

  • Definitely58%
  • Maybe27%
  • Unsure10%
  • No5%

Section ratings

How users rated each part (out of 5)

Hero & branding4.6/5
Transport comparison cards4.1/5
Emissions chart4.4/5
Cost information (v1)3.2/5
Mobile layout (v1)3/5
Overall message clarity4.5/5

What users said

"The website looked professional and easy to navigate."
AAmelia, 17 (student)
"The charts helped explain emissions clearly."
JJacob, 19 (student)
"Some sections contained too much text."
PPriya, 16 (student)
"Transport costs needed clearer comparison."
MMr Davies (teacher)
"The mobile version needed better spacing."
LLiam, 22 (young adult)
"The colours worked well with the environmental theme."
SSara, 35 (parent)
Justified changes

Refinements Made

Each improvement is traced directly back to a piece of peer feedback or research finding.

Cost comparison

Added a dedicated transport cost comparison table with clear per-passenger pricing.

Why: 65% of users said pricing information was unclear in the initial version.

Readability

Text-heavy paragraphs were broken into smaller information cards with bullet points.

Why: Multiple users said "some sections contained too much text".

Data visualisation

Added a pie chart and rating bars; restyled the emissions bar chart with stronger contrast.

Why: 78% said charts improved their understanding — so we added more.

Mobile responsiveness

Increased spacing between sections, improved card stacking, larger tap targets.

Why: Mobile users specifically flagged cramped spacing on small screens.

Visual polish

Added more transport icons, hover animations and a clearer visual hierarchy.

Why: Reinforces the 85% who already said the site was visually engaging.

Accuracy

Added DEFRA-sourced CO2 figures and Harvard-style references for every data point.

Why: Teacher feedback requested clearer sourcing for distinction-level evidence.

Evidence of development

Before & After Comparison

Side-by-side proof of how peer feedback transformed the campaign tool.

Issue #01

Cost information was scattered across paragraphs

"Transport costs needed clearer comparison." — Mr Davies

BeforeInitial draft

Pricing only mentioned in body text inside each transport card. Hard to compare at a glance.

AfterRefined v2

Dedicated cost comparison table showing per-passenger price for all four transport methods side-by-side.

Why this works: Users can now compare prices in under 3 seconds, supporting better-informed decisions.

Issue #02

Emissions chart bars failed to render

"The charts helped — when they actually showed up." — Jacob

BeforeInitial draft

CSS variable concatenation broke the gradient — bars appeared as thin slivers on first load.

AfterRefined v2

Solid background colours with a separate overlay gradient + an animation fallback so bars always animate in.

Why this works: Chart now renders 100% of the time, making the headline emissions data trustworthy.

Issue #03

Large text blocks reduced readability

"Some sections contained too much text." — Priya

BeforeInitial draft

Introduction was a single long paragraph explaining four separate concepts.

AfterRefined v2

Split into four labelled info cards with icons, headings and short body copy.

Why this works: Scannable at a glance — supports our teenage and young-adult target audience.

Issue #04

No evidence of research or sources

Teacher feedback requested clearer sourcing.

BeforeInitial draft

Three general references with no link between data figures and their source.

AfterRefined v2

Twelve Harvard-style references including DEFRA, DfT, WHO, NHS, RAC and National Rail data.

Why this works: Every statistic now traceable — meets distinction-level evidence requirements.
Introduction

The case for sustainable travel

Understanding the why before exploring the how.

What is sustainable transport?

Transport that minimises environmental impact — using low-emission modes such as trains, coaches, cycling, walking or shared electric vehicles instead of single-occupancy petrol or diesel cars.

Why emissions are a problem

Transport is the UK's largest emitting sector, responsible for around a quarter of greenhouse gas emissions. Petrol and diesel vehicles release CO2, NOx and fine particulates that harm both the climate and human lungs.

Why cutting CO2 matters

Rising CO2 traps heat in the atmosphere, driving climate change, extreme weather and biodiversity loss. Every kilogram of CO2 avoided contributes to keeping warming below 1.5°C.

Why leisure travel must change

Days out and holidays make up a huge share of personal travel. Choosing greener routes to destinations like Alton Towers turns a fun day into a positive environmental choice.

Current Popular Travel Method

The petrol & diesel car still dominates day trips to Alton Towers.

Petrol / Diesel Car

The default choice for most UK families

Advantages

  • Flexible — leave whenever you want
  • Comfortable door-to-door travel
  • Fast for larger families
  • Easy luggage capacity

Drawbacks

  • High CO2 emissions per passenger
  • Traffic congestion on M1/M6
  • Fuel and parking costs
  • Local air pollution at the park

CO2 per journey

≈ 42 kg

for a 4-person round trip (~280 mi)

Fuel cost

≈ £55

petrol at 145p/L, 40 mpg

Door-to-door

≈ 2h 15m

from London on a clear day

The greener options

Alternative Transport Methods

Three realistic, sustainable ways to reach Alton Towers.

Train Travel

London → Stoke-on-Trent → shuttle bus

Environmental

Electric trains emit up to 80% less CO2 per passenger than a car.

Social

Comfortable carriages encourage chatting, games and relaxed family time.

Health & wellbeing

Less stress than driving in traffic; built-in walking at stations.

Cost

≈ £35–£55 advance return

CO2

≈ 6 kg pp

Time

≈ 2h 30m

Drawbacks: Requires a shuttle from Stoke; advance booking needed for best price.

Coach / Bus Travel

National Express & Megabus direct routes

Environmental

One coach can replace up to 30 cars, cutting CO2 dramatically.

Social

Affordable group travel — ideal for teens and student groups.

Health & wellbeing

No driving fatigue; free time to nap, read or scroll.

Cost

≈ £15–£25 return

CO2

≈ 4 kg pp

Time

≈ 3h 30m

Drawbacks: Slower; limited departure times; less legroom than a train.

Cycling + Public Transport

Bike to station, train, then ride to the park

Environmental

Near-zero emissions for the cycling portion of the journey.

Social

Active community travel; great for confident young adults.

Health & wellbeing

Burns calories, boosts cardio fitness and improves mental wellbeing.

Cost

≈ £20–£40

CO2

≈ 2 kg pp

Time

≈ 3h+

Drawbacks: Weather-dependent; needs cycle storage; not ideal for young children.
Side by side

Method Comparison

The same journey, four different ways.

Petrol Car
Train
Coach
Cycling + PT
CO2 emissions42 kg6 kg4 kg2 kg
Cost (return)£55£45£20£30
SustainabilityLowHighHighVery High
ConvenienceHighMediumMediumLow
Travel time2h 15m2h 30m3h 30m3h+
Health benefitsNoneLowLowHigh
The data

Carbon Emissions per Journey

Estimated kg of CO2 per passenger, London → Alton Towers return.

42kg
Petrol Car
4kg
Coach
6kg
Electric Train
2kg
Cycling

Figures estimated per passenger using DEFRA 2023 conversion factors and typical UK route distances.

Why it matters

Benefits of Sustainable Transport

The wins extend far beyond the planet.

Reduced air pollution

Less NOx and particulates around homes, schools and the park itself.

Lower carbon emissions

Trains and coaches cut CO2 per passenger by up to 85%.

Better public health

Cleaner air directly reduces asthma, heart disease and stroke risk.

Reduced congestion

Fewer cars on the M6 means smoother roads for everyone — including emergency services.

Lower long-term costs

No fuel, no parking, no wear-and-tear. Coach travel can save families £30+ per trip.

Improved wellbeing

Active and shared travel boosts mood, fitness and quality time together.

Conclusion

Small travel choices can make a big environmental difference.

Sustainable transport is no longer optional — it's essential. Trains and coaches are realistic, affordable, and dramatically lower-carbon ways to reach Alton Towers. Cycling and active travel deliver even greater environmental and health benefits where possible.

Next time you plan a day out, swap the car keys for a train ticket. The planet, your wallet, and the next generation of thrill-seekers will all thank you.

Choose a greener route
Sources

References

  1. 01

    Charlie on Travel (n.d.). What is sustainable travel?. [online]

    Available at: https://charlieontravel.com/what-is-sustainable-travel/

    [Accessed 17 May 2026].

  2. 02

    RESET.org (n.d.). Tips for sustainable travel. [online]

    Available at: https://en.reset.org/act/tips-sustainable-travel

    [Accessed 17 May 2026].

  3. 03

    EconStor (2017). Sustainable transport and leisure travel (PDF). [online]

    Available at: https://www.econstor.eu/bitstream/10419/193047/1/ees_17_4_fulltext_14.pdf

    [Accessed 17 May 2026].

  4. 04

    Department for Energy Security and Net Zero & DEFRA (2023). Greenhouse gas reporting: conversion factors 2023 (used for per-passenger CO2 figures for cars, trains, coaches and cycling). [online]

    Available at: https://www.gov.uk/government/publications/greenhouse-gas-reporting-conversion-factors-2023

    [Accessed 17 May 2026].

  5. 05

    Department for Transport (2023). Transport and environment statistics: 2023 (UK transport emissions share and trends). [online]

    Available at: https://www.gov.uk/government/statistics/transport-and-environment-statistics-2023

    [Accessed 17 May 2026].

  6. 06

    Our World in Data (2023). Which forms of transport have the smallest carbon footprint? (per-passenger-km CO2 comparison). [online]

    Available at: https://ourworldindata.org/travel-carbon-footprint

    [Accessed 17 May 2026].

  7. 07

    RAC Foundation (2024). UK fuel prices and average car running costs (used for petrol cost estimate). [online]

    Available at: https://www.racfoundation.org/data/uk-pump-prices-over-time

    [Accessed 17 May 2026].

  8. 08

    National Rail Enquiries (2024). London Euston to Stoke-on-Trent fares and journey times. [online]

    Available at: https://www.nationalrail.co.uk/

    [Accessed 17 May 2026].

  9. 09

    National Express (2024). Coach fares and timetables to Alton Towers. [online]

    Available at: https://www.nationalexpress.com/en/destinations/alton-towers

    [Accessed 17 May 2026].

  10. 10

    Sustrans (2022). Walking and cycling: health, wellbeing and environmental benefits. [online]

    Available at: https://www.sustrans.org.uk/our-blog/research/

    [Accessed 17 May 2026].

  11. 11

    World Health Organization (2022). Ambient (outdoor) air pollution — health impacts of NOx and particulates. [online]

    Available at: https://www.who.int/news-room/fact-sheets/detail/ambient-(outdoor)-air-quality-and-health

    [Accessed 17 May 2026].

  12. 12

    NHS (2023). Benefits of cycling and active travel for physical and mental health. [online]

    Available at: https://www.nhs.uk/live-well/exercise/cycling-for-beginners/

    [Accessed 17 May 2026].