RAIL passengers can now access the cheapest available tickets across the UK rail network with the launch of a transformational new mobile app and website.

The new South West Trains digital tools allow rail travellers to directly access the best fares without having to search multiple providers. A new powerful booking engine developed by the rail franchise is the first of its kind to be created by a train operator.

It will drive both the South West Trains website and mobile app, searching for the cheapest available fares that can often be unavailable through third party rail websites and other booking engines. Passengers will have easy and fast access to the cheapest fares, with no booking fees when buying tickets through online or the new app.

Feedback from passengers and staff has been integral to the design of the new website and iOS app.

Customer experience experts and SWT?also compared booking tools available through popular retailers with the company’s existing website and other ticket purchase channels used by customers. The new digital tools provide a simpler, more flexible and intuitive system for millions of rail passengers.

Key features include a clean, modern layout, simple online booking system, option to buy tickets using a smartcard, easy navigation, and a responsive website which which works with different software systems on smartphones, tablets and desktop computers.

SWT managing director Christian Roth said: “Rail passengers tell us they want easy, fast access to the cheapest ticket for their journey. We’ve worked with customers and technology experts to deliver exactly that.

“The development of this very complex piece of IT technology on time and on budget means that we are now able to offer the easiest go-to resource to access the best value travel anywhere on the UK rail network.”

David Sidebottom, passenger team director for Transport Focus, said: “We are pleased to see that passengers’ views were taken on board when designing the new site.

“Anything that helps passengers make better choices when buying tickets, and to get timely and accurate journey information, is to be welcomed.”

The new South West Trains website is also part of an overall £11million digital investment strategy by parent company Stagecoach Group, one of the UK’s biggest bus and rail operators.

It has already launched a new online bus platform, providing live tracking of every bus and ticket purchase direct from a smartphone.

A new Android app will be launched as part of a second phase of improvements for SWT passengers later this year. It will also include a ‘my account’ facility and an enhanced contact section. The new website has been developed by digital agencies Huge and Zone, Vix Technology, and SilverRail.

Huge director Scott Shaw said: “Delivering a first-class digital experience is all about understanding and anticipating individual customer needs and journeys. It’s great to be working with a brand that embraces innovation and is committed to putting the user at the very heart of its strategy.”

Zone]s chief technology officer Dominic Mills said: “There is a clear need to create a better online passenger experience across the sector. We’re starting to see the established, traditional brands and services such as Stagecoach take on the digital age’s newcomers and beat them at their own game, with even more ambitious, more useful, more seamless and more customer-oriented digital services.”

Vix Technology managing director Bryan Simms said: “The Vix central booking engine will provide SWT?with full control over all their retail channels, adapting as customer requirements and technology changes. It’s empowered the organisation to bring about a real step-change in the UK rail industry for the benefit of the travelling public.”

SilverRail’s chief commercial officer Cameron Jones added: “We were delighted to be selected to provide the industry’s leading journey pricing engine ‘SilverSearch’ to power the central booking engine. This marks yet another UK rail-owning group taking back control of their sales channels enabling them to deliver a much improved customer experience that rail travellers now expect.”

The train company is seeking feedback from customers on the new website and app – email [email protected]

• SWT’s £50million investment programme also includes extra car parking, state-of-the-art ticket machines linked to a new dedicated 24/7 customer contact centre and 100 new “customer ambassadors at stations.