The last few years has seen significant change in the way people work and commute. Flexible working is the norm and the rise of digital solutions has given new ways of access transport, and parking. Here we explore the top trends.
Hybrid schedules are here to stay
The majority of people continue to work a hybrid schedule that leverages working from home and office use, with 70% reporting to work in the office on three days per week. While the mid-week sees a surge on the roads and into offices, Mondays and Fridays are the most common WFH days. This offers opportunities for alternative use of parking spaces, reshaping the strategies for space utilisation.
Rise of Jugglers
Following research across Australian households, a new segment has emerged – The Jugglers [1]. Jugglers use their journey to and from work to do something else, such as stop at the supermarket, or drop-off/pick-up children and other passengers or pets.
Jugglers demand the convenience of the car as their preferred method to commute as well as the convenience of digital solutions to make the parking experience easier.
Parking Apps are leading the way
With the demand for flexible parking and the rise of apps being used more in everyday life, Parking Apps are taking the lead for those that want to find and prepay for parking. Many Apps also give the ability to select special parking offers, or value bundles that help people lock-in value and buy multiple passes for their chosen car park at a reduced rate.
Parking Apps often drive extra value to the parker, however as a tool that enables better understanding and engagement with the individual customer, they also drive reward for the car park owner.
Consumers are looking at value-based decisions
With the range of digital tools and thereby information and choice available, customers are better equipped to make value-based decisions when selecting a car park.
The value of a car park is not simply the lowest parking rate, but in a recent survey Australian households rate safety and proximity of where they are going above price in the factors considered when choosing a car park [1].
Consumers are using digital tools to search for parking that meets their value priorities and are leveraging the in-pocket perks available such as loyalty rewards, fuel offers and bundle savings.
Tenant parking solutions
Due to the shift in hybrid working, companies are also looking for solutions to better manage car park allocations for their staff and guests. New digital solutions have emerged that allow companies to manage their parking, whether in a public or private car park.
These solutions allow companies to manage parking allocation for staff via a digital platform and staff-based app, allowing staff to access parking only when they need it and free-up space to other staff members when it’s not in use. This allows for bays to be shuffled across more staff and reduces vacant bays when assigned parkers are working outside of the office.
Data is key
As parking systems become more sophisticated, parking operators have access to new data that allows them to understand customer and commuter behaviour more closely. Combining this with external sources, such as trends in public transport or environmental factors, parking operators are able to use data analytics to better adapt for the future, working with landlords to bring new solutions to parkers.
[1]
Australian Household Survey 2023, Wilson Parking
