Avanti West Coast research says that more than half of all passengers would like a completely phone-free carriage
Research said more than two thirds (77%) of passengers said they want a window seat(Image: Nathan Stirk/Getty Images)
Railway boffins claim to have discovered the ‘perfect train journey’ – from dodging boiled eggs and sweaty feet to revealing the best seat on any train. Avanti West Coast research and customer data claims to have revealed the unwritten rules of onboard comfort and which behaviours generate disapproving tuts.
The intercity operator has launched its first Comfort Index to provide a unique insight into what passengers value most during their journey and how it varies across Britain.
Their research said more than two thirds (77%) said they want a window seat, 69% prefer to face forward and 58% want an empty seat beside them. Exactly one in five (20%) would even travel 15 minutes longer to keep it empty, 18% would pay an extra £5 and 22% would sacrifice Wi-Fi.
Another one in five (20%) would even swap their coveted window seat for a little more space. Avanti’s booking data suggests there may be such a thing as the perfect train seat, with Seat 18 in Coach B being the most reserved seat on its Pendolino services.
It was booked 179,685 times between September 2025 – September 2026 and matches passenger preferences of having a window and table.
While those travelling on the West Coast Main Line have similar thoughts about seats, snacks proved controversial with 52% of rail travellers objecting to boiled eggs and 48% to tuna sandwiches being eaten onboard.
They say the famously reserved reputation of British people extends to the carriage environment too, with more than two-thirds (68%) wanting more quiet carriages.
More than half (52%) would even choose a completely phone-free carriage, suggesting that for many Brits, the dream journey might simply be one where nobody makes any noise.
The Index also reveals a generational shift in the unwritten rules of train travel, with Gen Z passengers being more tolerant of video calls. It says 38% think Facetiming onboard is unacceptable compared to almost three quarters (72%) of over-65s.
Sounds of other people’s phones onboard reveals an even bigger generation gap. A huge 88% of over-65s object to TikToks or videos without headphones compared to just 51% of 18-24-year-olds.
Younger passengers are said to place greater emphasis on choice and ‘making the journey their own’. A surprising 62% of 25-34-year-olds say choosing between Standard, Premium and First Class matters during planning compared with 42% of over-65s.
Gen Z are bringing their own comforts onboard too, with one in eight (12%) 18-24-year-olds saying they’d even pack a massage gun. Avanti West Coast say everyone seems to agree on keeping your socks on, as three quarters (75%) say taking them off onboard is unacceptable.
A whopping 70% object to TikToks without headphones and 67% to someone cutting or filing their nails. The study also shows how rail journeys are considered part of the occasion, with 69% of Brits saying their leisure time starts the moment they get onboard.
Between September 2025 – September 2026 Avanti West Coast say their customers drank almost 420,000 cups of breakfast tea and ate 212,000 KitKats.
Beer proved another favourite, with 154,000 Grolsch Pilsners sold, painting a suitably British picture of onboard comfort – a cuppa, something sweet or a cold beer en route. From seating preference and noise tolerance to boiled eggs, the Index shows Brits might never agree on exactly what makes the perfect journey.
Kathryn O’Brien at Avanti West Coast said: “The Comfort Index shows everyone’s definition of comfort varies. While there’s some unspoken rail travel etiquette most seem to agree on, beyond that people have different thoughts on what makes a comfortable journey.
“For some it’s peace and quiet while for others it’s getting work done, enjoying a snack or having space to relax.
“Customers most value the ability to shape their journey around their own needs, whether that’s choosing the perfect seat or enjoying a cup of tea onboard. That’s why we offer our seat picker tool and a range of refreshments in our onboard shop, helping customers to enjoy their trip from the very moment they board.
“By better understanding what matters most to our customers, we can continue to enhance and develop the onboard experience. This includes upgrading Wi-Fi connectivity to make travelling with Avanti West Coast as comfortable as possible for everyone.”
The full Avanti West Coast Comfort Index is available here