The Value of Beauty at Bus Stops

An Italian study published in Transportation Research Interdisciplinary Perspectives shows that the aesthetics of bus stops can affect how likely riders are to use them. As Sonja Wind notes in Bloomberg CityLab, the researchers used virtual reality helmets to offer bus riders two different experiences.

According to lead author Armando Cartenì, “It means that there are other attributes, in addition to the traditional ones of waiting time, travel time and ticket cost, to attract users to bus transport.” The study found that respondents were willing to pay an extra 25 to 40 percent for fares to use more attractive facilities.

“Apart from increasing passenger satisfaction and ticket revenue, building more attractive bus facilities would draw more riders to public transportation, reducing emissions and congestion associated with private car use.” Yet, especially in the United States, most bus stops have minimal facilities like shade and seating, let alone aesthetic elements.