Brightline Orlando Service Turns One: Ridership and Revenue Trends

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The Brightline train service connecting Orlando and South Florida recently marked its first anniversary, having begun operations on September 22, 2023. This service had long been anticipated as a viable alternative to driving to Miami. Despite initial skepticism regarding the demand for the service, we listed four reasons why it made sense. Earlier this year, we utilized Brightline to travel to Miami for a cruise, and you can find our review detailing our experiences in both Premium and Smart class seats.

Brightline’s first-year service numbers are in. How did they perform regarding ridership and revenue?

Ridership

Brightline served 205,479 passengers in September, a 44% increase from 143,053 the previous year. Of these, 130,249 were long-haul travelers to Orlando. However, short-distance ridership declined to 75,230 South Florida commuters, a 40% drop from 125,475 a year ago.

The decline in commuter numbers followed the June 1 discontinuation of several pass options, replaced by 10-ride fixed-rate packs. Brightline has stated this shift prioritizes higher-fare long-haul business, yet they expect both long- and short-haul ridership to grow in the fourth quarter.

Revenue

In September, Brightline reported $14.1 million in revenue, a 145% jump from $5.8 million last year. The average passenger fare was $55.02, a 93% increase from last year and up 1.5% from August’s $54.20. The yearly rise is obviously from the start of long-haul service to Orlando.

Short-haul fares averaged $25.88, up from $20.63, while long-haul fares were $71.85, down 15% from the initial average of $84.16. Prices for Brightline were elevated when the service launched as people rushed to try the new way to get to South Florida.

Travelers booked trips directly through the GoBrightline App and third-party platforms like AccesRail and Amadeus. Bookings via Google Transit have risen nearly 30% since early 2024. Brightline expects these efforts to boost visibility and bookings, especially for passengers traveling to cruises, theme parks, and flights, potentially adding 60,000 rides per month.

Future Plans

Brightline plans to expand on its success with long-haul travel by adding seat capacity. For the current year, 30% of trains have reached maximum load factors, with that number going up to 75% on the weekends and holidays. Since the launch, trains have been four cars long with a capacity of 240 seats. They are now operating trains that are five cars long with 306 seats. For comparison, European trains often run trains with six to ten cars.

Brightline has 15 additional Smart class and 10 Premium class cars to be delivered in batches. The plan is to operate seven-car-long trains in mid-2025.

Additional stops between Orlando and West Palm Beach in Cocoa and Stuart have been announced, but those are still in the planning phases. That’s not to mention expanding the route from Orlando Airport to the themepark corridor and eventually to Tampa.

Brightline has announced the launch of a loyalty program for long-haul customers, though details are not yet available.

Final Thought

Brightline has done an excellent job marketing the train to people traveling between Miami and Orlando, most recently offering sing-along trains headed to the Taylor Swift Eras Tour shows in Miami.

We’re happy to see Brightline doing well. We believe more people will ride when it’s easier to reach the Orlando theme parks by train. Adding a stop in Cocoa will help cruise passengers from Port Canaveral. A stop on the Treasure Coast would also be beneficial. Eventually, connecting Tampa, Orlando, and Miami will finally provide Florida with high-speed rail linking three of the state’s biggest cities.

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This post first appeared on Your Mileage May Vary