Variable ferry pricing to become a permanent fixture next year

Ongoing promotions helping BC Ferries determine which discounts will work best on which routes in time for 2017 launch

A ferry pulls into Nanaimo's Departure Bay terminal. Discounts on low-use runs such as the 30 per cent fare discount being offered by BC Ferries in March will become standard practice for the ferry corporation in 2017.

A ferry pulls into Nanaimo's Departure Bay terminal. Discounts on low-use runs such as the 30 per cent fare discount being offered by BC Ferries in March will become standard practice for the ferry corporation in 2017.

When you choose to ride a B.C. ferry will have a direct relationship to how much money you have left in your wallet as soon as next year.

The ferry corporation has been calling a recent series of discounts offered to off-peak users “promotions.”

But it would be just as accurate to call them “research,” and come 2017 you will also be able to call them standard practice.

The details have yet to be worked out, but that is coming over the next few months, and variable pricing on ferry fares is expected be in place as soon as the computer system can be upgraded to handle it.

“We are going to be introducing fare flexibility,” BC Ferries spokesperson Deborah Marshall said. “In 2017, we are going to roll out a variable policy.”

What that means is ferry users can expect fares to reflect the laws of supply and demand. The cheapest fares will be attached to a particular route’s least popular sailings, the most expensive to the most popular.

One goal of the new system is to redistribute ferry use patterns: attracting more passengers to the emptiest boats, while reducing the space crunch during the times of greatest demand. BC Ferries is hopeful this will result in better cost efficiencies.

“If we can shift traffic to the off-peak times, we may not have to schedule an extra trip,” Marshall said.

Another goal is to give people an incentive to take a trip they may not have previously made.

A 30 per cent reduction in off-peak hours recently announced for March is the third in a series of promotions designed to give BC Ferries brass an idea of what might work. The previous two — with different benefits and criteria — ran in the late summer/early fall, and in the weeks prior to Christmas.

According to Marshall, those promotions were effective in increasing the number of people using under-utilized routes, but it has yet to be determined how cost-effective the shift was.

“We have a lot of number-crunching to do,” she said.

BC Ferries’ President and CEO Mike Corrigan said last fall the new model will be designed to match other models common in the travel and transportation industries.

The changes are expected to be implemented fleet-wide.

 

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Sidney Jon Blair said he would have died if a van and car had collided at the intersection of corner of Resthaven Drive and Brethour Avenue in early December. (Wolf Depner/News Staff)
Sidney senior urges motorists to slow down on Resthaven Drive

Jon Blair said community must become more pedestrian-friendly

Bob Joseph, author of 21 Things You May Not Know About the Indian Act, will be available for a Q&A through the Vancouver Island Regional Library Jan. 28. (Courtesy of Vancouver Island Regional Library)
Q&A on the Indian Act with Bob Joseph open to Greater Victoria residents

Bob Joseph is the author of 21 Things You May Not Know About the Indian Act

Tarpaulin-covered tents sit next to one of the ponds in Beacon Hill Park. The location of the Meegan community care tent has still not been nailed down, as Victoria council rejected the recommendation offered by city staff. (Don Descoteau/News Staff)
Location of care tent for Victoria’s Beacon Hill campers still not settled

Council roundly rejects Avalon Road site, road’s edge on Cook Street appears the top alternative

Coaches with the Juan de Fuca Minor Hockey association have had to get creative during their weekly practices to keep players interested and improving their skills without physical contact. (Damian Kowalewich photo)
West Shore minor hockey coach shares what it’s like on the ice without parents, fans

Most practices consist of relay races, goalie shots and passing drills

The Songhees Wellness Centre is a symbol of First Nations strength in the region. Representatives of local First Nations will soon play a greater role in decision making and governance relating to the Capital Regional District. (Courtesy Royal Roads University)
Capital Regional District to add First Nations representatives to advisory committees

Board approves bylaw, looks forward to Indigenous input on future decisions

A scene from “Canada and the Gulf War: In their own words,” a video by The Memory Project, a program of Historica Canada, is shown in this undated illustration. THE CANADIAN PRESS/HO - Historica Canada
New video marks Canada’s contributions to first Gulf War on 30th anniversary

Veterans Affairs Canada says around 4,500 Canadian military personnel served during the war

A 17-year-old snowmobiler used his backcountry survival sense in preparation to spend the night on the mountain near 100 Mile House Saturday, Jan. 16, 2021 after getting lost. (South Cariboo Search and Rescue Facebook photo)
Teen praised for backcountry survival skills after getting lost in B.C.’s Cariboo mountains

“This young man did everything right after things went wrong.”

Conservative Leader Erin O’Toole holds a press conference on Parliament Hill, in Ottawa on December 10, 2020. THE CANADIAN PRESS/Sean Kilpatrick
No place for ‘far right’ in Conservative Party, Erin O’Toole says

O’Toole condemned the Capitol attack as ‘horrifying’ and sought to distance himself and the Tories from Trumpism

A passer by walks in High Park, in Toronto, Thursday, Jan. 14, 2021. This workweek will kick off with what’s fabled to be the most depressing day of the year, during one of the darkest eras in recent history. THE CANADIAN PRESS/Chris Young
‘Blue Monday’ getting you down? Exercise may be the cure, say experts

Many jurisdictions are tightening restrictions to curb soaring COVID-19 case counts

A health-care worker prepares a dose of the Pfizer-BioNTech COVID-19 vaccine at a UHN COVID-19 vaccine clinic in Toronto on Thursday, January 7, 2021. THE CANADIAN PRESS/Nathan Denette
COVID-19: Provinces work on revised plans as Pfizer-BioNTech shipments to slow down

Anita Anand said she understands and shares Canadians’ concerns about the drug company’s decision

Tourists take photographs outside the British Columbia Legislature in Victoria, B.C., on Friday August 26, 2011. A coalition of British Columbia tourism industry groups is urging the provincial government to not pursue plans to ban domestic travel to fight the spread of COVID-19. THE CANADIAN PRESS/Darryl Dyck
B.C. travel ban will harm struggling tourism sector, says industry coalition

B.C. government would have to show evidence a travel ban is necessary

(Phil McLachlan - Capital News)
‘Targeted’ shooting in Coquitlam leaves woman in hospital

The woman suffered non-life threatening injuries in what police believe to be a targeted shooting Saturday morning

Everett Bumstead (centre) and his crew share a picture from a tree planting location in Sayward on Vancouver Island from when they were filming for ‘One Million Trees’ last year. Photo courtesy, Everett Bumstead.
The tree-planting life on Vancouver Island featured in new documentary

Everett Bumstead brings forth the technicalities, psychology and politics of the tree planting industry in his movie

JaHyung Lee, “Canada’s oldest senior” at 110 years old, received his first dose of the COVID-19 vaccine on Thursday, Jan. 14, 2021. He lives at Amenida Seniors Community in Newton. (Submitted photo: Amenida Seniors Community)

Most Read