Why so many tourists don't check in for the train at Schiphol – and how we can solve this
Imagine this: you land at Schiphol, ready to explore Amsterdam, and before you know it, you're on the train without checking in. For many international tourists, this is exactly what happens. Not because they don't want to pay, but simply because they don't fully understand how our public transportation system works.
Check-in posts remain invisible to tourists
Research shows that tourists hardly prepare for their train journey from Schiphol. They assume they can buy a ticket on the platform or in the train, or even think the train is a free shuttle to the city center. Additionally, the hustle and bustle at Schiphol Plaza, overcrowded signage, and distractions like shops and billboards cause the crucial NS contact points (such as the check-in posts) to be completely overlooked.
Access gates, like those at other stations, could largely solve this problem. However, implementing them at Schiphol Plaza is complex, expensive, and currently not feasible. The question remains: how do we make checking in simple, visible, and intuitive for tourists?
Proactively prepare tourists for their journey
The problem doesn't start at Schiphol Plaza, but even earlier. the solution? don't wait until tourists are at the station; prepare them before and during their journey. by combining digital and physical means, we can ensure tourists effortlessly take the right steps.
- Book train tickets with flight or hotel
Why only think about a train ticket when you're already at Schiphol Plaza? by integrating train tickets directly into the booking process for flights and hotels, tourists will have their ticket in hand as soon as they land. - Digital marketing campaigns: introduce tourists to the system at home
Inform tourists through the channels they already use, such as search engines and social media. with targeted digital marketing campaigns, they can become familiar with the Dutch public transportation system before departure. - Clear communication upon arrival at Schiphol
Upon arrival at Schiphol, tourists should be immediately reminded of what they need to do. by placing posters in strategic locations—at baggage carousels, exits, and walkways—we remind travelers that they can easily check in with their bank card or credit card. repeating the same message as in the digital campaign makes it a natural step for tourists. - Improved visibility of check-in points
Even if tourists know they need to check in, they can still overlook the posts. therefore, clear visual aids are necessary: higher signposts at 2.5 meters to stand out even in crowds, and floor stickers with "check-in train" and "check-out train," providing clear markings to the train station at Schiphol Plaza.
NS test with floor stickers: a first step in the right direction
Parallel to my research, NS has also taken steps to improve the visibility of check-in points. in the fall of 2024, floor stickers were tested with texts like "check-in train" and "check-out train." have you seen them?
A better travel experience for everyone
By looking at the entire customer journey and not just individual touchpoints, we take an important step towards a more inclusive public transportation system. Not only for tourists, but also for other groups who may need extra assistance, such as those with low literacy, the elderly, or people with disabilities.
Thanks to these insights, we make public spaces more accessible and user-friendly for everyone. So that every person, whether they have a lot or little experience with public transport, can find their way effortlessly and without stress.