The Go-Ahead Group, has announced a groundbreaking enhancement to its contactless fare system: customers can now purchase a season ticket onto their payment card in Google Wallet, without the need for a separate barcode, smartcard or paper ticket.

This innovation, developed in collaboration with Google and Littlepay, builds on the success of Go-Ahead’s earlier collaboration to integrate real-time fare capping and ride history into Google Wallet.

The feature is being piloted on Brighton & Hove Buses, where half of all bus travel is paid for by contactless payment. Now, for the first time in the UK, customers with season tickets can enjoy the same seamless contactless experience as pay as you go users on Google Wallet.

This technology allows season ticket holders to replace barcodes and physical tickets using their Google Wallet, bringing together the flexibility of contactless travel with the value and convenience of season tickets.

Go-Ahead will be rolling out this software across its regional bus operation.

Kanwar Brar, Go-Ahead’s Chief Digital and Information Officer, said: “This development reflects Go-Ahead’s ongoing commitment to innovation, accessibility, and customer-centric transport solutions, making public transport smarter, simpler, and more inclusive for everyone.”

Jonathan Hill, Head of Transit Partnerships, Google Pay added: “Enabling users to buy monthly tickets adds a further layer of convenience to the ability to track pay as you go spending and progress towards daily and weekly travel caps within Google Wallet. Now users can make quick, easy and secure payments with a Google Pay tap, and keep informed of their spending for both pay as you go and season tickets in Google Wallet.”

Sheryll Ricketts, Head of Solutions, Littlepay said: “It is fitting that the operator launching Littlepay and Google’s latest innovation is part of the Go-Ahead Group. Brighton & Hove Bus passengers once again lead the way as the first to access prepaid Tap On/Tap Off ticketing directly from their Google Wallet. Thanks to the collaboration, shared ambition and commitment from all the teams, we continue to deliver greater convenience to passengers through their digital wallets.”

The Go-Ahead Group has launched a new national advertising campaign, Better by Bus, encouraging more people to choose bus travel and highlighting the benefits this brings to customers, communities and the environment.

The new campaign will run over the next 12 months across England, from the Isle of Wight up to Yorkshire.

Better by Bus will be delivered through a targeted, multi-channel advertising and communications campaign, running across radio, digital audio, billboards and on-bus branding. Radio activity will generate around 16.5 million impressions delivered through four four-week bursts, alongside 24 million digital audio impressions across the 12-month campaign. As part of the campaign, 58 of Go-Ahead’s buses will be out on the roads with vibrant artwork reminding people of the wide-ranging benefits of travelling by bus.

In England, buses are already the most popular from of public transport with 11 million people already using them each day. This campaign aims to grow that by reminding people of the affordability, ease, environmental impact and the accessibility of bus travel.

Some of the benefits of travelling by bus include:

• A petrol car journey emits up to 3.5 times more CO₂ emissions per passenger than the equivalent bus journey
• A fully loaded double decker bus removes up to 75 cars from the road per journey
• No single bus fare on routes included in the scheme will exceed £3
• On average, bus passengers spend £32 per return journey in local shops, cafés and restaurants, underlining the important role buses play in supporting high streets and local businesses.

The Roads and Buses Minister Simon Lightwood said: “We know that buses are absolutely crucial for people to get to work, school, or just to see family and friends. It’s great to see Go-Ahead encouraging more people to choose the bus. With the Bus Services Act now in force and the government recently investing £3 billion to support both local authorities and bus operators, there has never been a better time to get on board. We are giving local leaders and operators the tools to shape services, so they are more reliable, more affordable, and greener for everyone”.

Dan Lewis, Chief Commercial Officer, Go-Ahead Group commented: “This campaign isn’t just about promoting Go-Ahead, it’s about encouraging even more people to leave their cars and use the brilliant bus services on offer across the country. We are confident that once people learn about the wider benefits of bus travel, from providing value for money to reducing congestion and environmental impact, they will join the 11 million people who already take the bus every day in England.”

Go-Ahead will expand into Liverpool City Region after securing one of the first contracts under the city’s new franchised bus network, awarded by the Liverpool City Region Combined Authority (LCRCA).

Go North West begin running services across the Wirral, which sits within the Liverpool City Region from October, with a fleet of 117 buses operating on 45 routes.

This expansion builds on Go-Ahead’s strong track record of delivering essential, high-quality bus services across the UK, in locations from Cornwall to London to Newcastle – as well as in Greater Manchester, where it is already a key operator within that region’s franchised bus network.

This contract underscores Go-Ahead’s role as a trusted partner in shaping the future of public transport by delivering reliable, punctual and safe services. It reflects our commitment to making a positive impact on the communities we serve. Through this contract, Go-Ahead will introduce a range of initiatives to support the Wirral, including its award-winning apprenticeships, improving accessibility and bringing people together with Chatty Bus.

Nigel Featham, Managing Director, Go North West, said: “We’re incredibly proud to work closely with LCRCA to offer excellent bus services to customers in the Wirral. Building on our success in Greater Manchester we’re looking forward to supporting the community with safe, reliable and punctual services, and giving a warm welcome to our new colleagues.”

Matt Carney, CEO, Go-Ahead Bus added: “Securing this contract is an exciting step for Go-Ahead and a clear demonstration of our commitment to deliver world-class public transport. We’re really grateful to the LCRCA for entrusting us with this privilege and we look forward to making a positive impact on the community.”