It starts with a simple choice: fly or take the train. We’ve worked with rail operators, government, and Scottish businesses to encourage smarter travel between Scotland and London.

Rail is better for people’s wellbeing, the planet, and the economy — connecting communities across the border. We’re seeing rail overtake air travel, but there’s still more to do.

Take a look at our archive of work making the case for rail over air over the past two decades…

Why fly?

Our campaign over the past 20 years

A white commercial airplane flying in the sky with landing gear extended.

2007: The railways mean business

Back in 2007, we explored how rail compared to air for business travel between Glasgow/Edinburgh and London. Taking the train proved more punctual, productive, comfortable, and less stressful, yet three quarters of business trips were by plane.

Our report ‘The Railways Mean Business’ proposed practical, low-cost improvements like service upgrades, simpler ticketing, and pitching rail as a mobile office. The findings directly informed industry strategies – shaping marketing, service design, and policy to make rail a more compelling option for business travellers.

Cover page of a report titled 'The Railways Mean Business' showing a man working on a laptop and talking on the phone inside a train carriage.

2012: On track for business

Five years on, East Coast had rolled out major upgrades for business travellers on the Edinburgh–London route – faster journey times, more frequent services, and a standout First Class offer with better Wi-Fi, complimentary catering, and Quiet Coaches.

Journey times dropped, punctuality beat air, and companies like the Royal Bank of Scotland and SSE reduced their air travel through internal policies. Rail was proving faster, greener, and more productive – but misperceptions lingered, and unlocking further shift meant getting more businesses to try the train.

In partnership with East Coast we also published ‘Why Fly?’ – a video which illustrates why rail is a better choice for business travellers. Watch the video here.

Business professional working on a laptop inside a train with a report titled 'On track for business: Why Scottish businesses should try the train', produced by Deltix Transport for Transform Scotland, October 2012.

2013: Doing their duty?

In 2013, we scrutinised Scotland’s public bodies’ travel emissions, focusing on journeys between Scotland and London. The report found that 74% of trips were by air, with only 26% by rail, despite flying causing far higher emissions.

With 1 in 4 Scots employed in the public sector, these bodies are a crucial target for promoting sustainable travel.

Cover page of a report titled "Doing their Duty?" with illustrations of a girl riding a bicycle, a person in a red car, and a tram, promoting sustainable transport in Scotland.

2017: A green journey to growth

In 2017, we published A Green Journey to Growth, showing how the shift from air to rail between Central Scotland and London had already cut nearly 700,000 tonnes of carbon – driven by rail’s market share rising from 20% to 33%.With low-emission Azuma trains on the way, the opportunity for further savings was clear.

We called for the Scottish Government to reform the tax system – ending plans to cut Air Departure Tax and instead using fiscal policy to back rail.

Train in motion with a green and blue color overlay, titled 'A Green Journey to Growth,' promoting eco-friendly travel from Scotland to London supported by Virgin Trains.

2021: Think rail first

In 2021, we teamed up with LNER to launch Think Rail First, encouraging travellers to choose trains over planes or cars.

Research revealed major perception gaps: 75% didn’t realise rail was the cheapest option; fewer than 1 in 10 knew it produced 97% less CO₂ than flying; and over half wrongly thought air was more reliable.

We shared these findings with MSPs and transport leaders, who showed strong interest in tackling these myths and helping more people choose rail first.

Fiona Hyslop MSP at LNER roundtable.
LNER roundtable 'Think Rail First' in Scottish Parliament – stakeholders and MSPs gather in committee room.
Speaker at LNER 'Think Rail First' roundtable.

2022: Travel Smart

We supported Transport & Environment’s Travel Smart campaign by engaging with Scottish businesses like Lloyds Banking Group to encourage cutting air travel and reducing emissions.

As part of T&E’s broader work benchmarking 230 companies across Europe and the US, we helped highlight the opportunity for Scottish organisations to capitalise on post-COVID habits – like virtual meetings – and shift business travel from air to rail.

Infographic showing that 85% of global companies are failing to set ambitious targets to reduce business flying emissions, with illustrations of airplanes in green and red colors representing success and failure.
"If companies are really serious about tackling climate change then they must fly less. Leading companies such as Lloyds Banking Group and Abrdn have shown that it’s possible to cut emissions from business travel whilst succeeding commercially. Businesses that don’t act will increasingly be challenged for failing to follow their environmental rhetoric with concerted action to cut emissions." Elspeth Wray, Head of Enterprise at Transform Scotland.
A chart comparing Scottish companies on reducing flying emissions, with companies Aberdn, Lloyds Banking Group, NatWest Group, and SSE, showing their scores from A to C.

2024: Fight or flight

Our Fight or Flight report revealed that rail had overtaken air for public sector journeys between Central Scotland and London — up to 52% share compared to the 26% reported a decade before.

Despite promising best practice examples from the likes of Glasgow Caledonian University and the City of Edinburgh Council, our analysis of 150+ public bodies found most are still falling short: only 1 in 5 top fliers have air travel emissions targets, and only a quarter have policies to cut flying.

Cover of a report titled 'Fight or Flight' with a photo of an airplane flying in a blue sky with clouds, dated May 2024, discussing Scottish public sector efforts to reduce climate emissions by flying less.

2025: Think rail first 2.0

In 2025, we celebrated 200 years of the railways at our Think Rail First reception with LNER at the Scottish Parliament. With journey times to London from Edinburgh dropping to just over four hours, rail is now a faster, greener, and more competitive alternative to flying between the two capitals.

Think Rail First Transform x LNER parliamentary reception.
Cabinet Secretary for Transport Fiona Hyslop speaks at Think Rail First Transform x LNER parliamentary reception.
Bookmarks from LNER Think Rail First event.
Cabinet Secretary Fiona Hyslop and MD of LNER David Horne stand beside large LNER mascot character Eleanor at Scottish Parliament Think Rail First event.

Business and tourism leaders highlighted how these improvements create green jobs, attract investment, and boost low-carbon tourism – helping Scotland’s economy thrive while reducing environmental impact.

Transform stall at Think Rail First event.
Men network at Think Rail First event.

We’re not stopping here. At Transform, we continue to make the case to politicians, work with businesses, and engage rail operators to support the shift from air to rail. That means pushing for fairer taxes, simpler ticketing, better investment and clear communication on the benefits of train travel. Together, we can get on track for a cleaner, fairer, and better-connected Scotland.

What next?