UK: Great Western Railway has worked with Seatfrog to launch Secret Fares, offering savings of up to 50% on ticket prices in return for ‘mystery’ departure times.
The trial running from mid-September to March 31 2026 covers services on the London to South Wales route. Passengers select their travel date and morning, afternoon or evening time windows, then receive their specific train details 24 h before departure.
The target market includes leisure travellers, students and anyone with flexibility who prioritises savings over specific departure times. Secret Fares can be reserved from three months in advance until five days before travel. Tickets are non-refundable and railcard discounts do not apply. Multiple tickets can be booked together, though seats are not guaranteed to be so.
If successful the product could be rolled out to other destinations across the GWR network.
| Sample GWR Secret Fare prices | |
|---|---|
| London Paddington to Cardiff | £15 |
| London Paddington to Newport | £15 |
| London Paddington to Swansea | £23 |
| London Paddington to Carmarthen | £30 |
| Reading to Swansea | £19 |
| Reading to Cardiff | £15 |
| Newport to Swansea | £5 |
| Cardiff Central to Carmarthen | £5 |
| Cardiff to London Paddington | £15 |
Secret Fares, Superfare and Snap
Avanti West Coast launched a similar product in 2023 under the Superfare brand. It expanded availability to more destinations the following year, saying the cheaper tickets had encouraged modal shift. Eurostar’s Snap works on a similar basis, with booking from 14 to one day ahead and 48 h notice of travel times.
‘We are always looking at how we can make train travel more accessible while also providing great value for money for travellers and taxpayers alike’, GWR’s Head of Marketing Helen DaCosta said when Secret Fares were announced on September 16. ‘This new partnership offers great value fares while at the same time taking advantage of spare space on quieter, less in demand services.’
Seatfrog CEO Iain Griffin said ‘it is about giving people more choice: pick a date, a time-window, and enjoy travel that’s kinder to your wallet - no compromise on the experience. We’re excited to partner with GWR to make rail travel more accessible, more affordable, and more in tune with what passengers really want.’
