Avanti West Coast has identified the exact most-booked seat on its Pendolino trains: Seat 18 in Coach B, reserved 179,685 times between September 2025 and September 2026. The finding comes from the company's first Comfort Index, which combines consumer research with booking and onboard data to reveal passenger priorities.
Passenger preferences: windows, forward-facing, and empty seats
The research shows that 77% of passengers want a window seat, 69% prefer to face forward, and 58% want an empty seat beside them. To keep that seat empty, one in five travellers would extend their journey by 15 minutes, 18% would pay an extra £5, and 22% would sacrifice Wi-Fi. Additionally, one in five would trade their window seat for more space.
Seat 18 in Coach B matches these preferences by offering both a window and a table, according to Avanti West Coast. The company's data indicates it is the most reserved seat across its Pendolino services, underscoring the demand for comfort-oriented features.
Quiet carriages and onboard etiquette
Beyond seat choice, the Comfort Index reveals strong opinions on carriage environment. More than two-thirds of passengers want more quiet carriages, while over half would choose a completely phone-free carriage if available.
Etiquette also matters: three-quarters of people say taking socks off on board is unacceptable, 70% object to passengers watching TikToks without headphones, and 67% disapprove of someone cutting or filing their nails. These findings highlight the unspoken rules that shape comfortable rail travel.
Onboard sales: tea, KitKats, and beer
The index also tracks onboard consumption. Between September 2025 and September 2026, Avanti West Coast customers drank almost 420,000 cups of breakfast tea, alongside 212,000 KitKats. Beer proved a favourite too, with 154,000 Grolsch Pilsners sold during the same period.
Kathryn O’Brien, Customer Experience Director at Avanti West Coast, said: “The Comfort Index shows everyone’s definition of comfort varies. While there is 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.”
She added: “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.” The data provides a clear picture of what passengers prioritise, from seat location to carriage atmosphere, and will inform how Avanti West Coast tailors its services.
