This trendsletter was brought to you... by the train. Literally: As I was riding the train back from Ottawa to Montréal (a yearly ritual I now associate with quiet observation and reflection), I couldn’t help but notice how much has changed onboard.

Small signals, subtle behaviors, and bold decisions by passengers and operators alike — all pointing toward a shift in how we move, what we value, and how speed isn't everything anymore.

Let’s take a look at what’s brewing on the rails.

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👀 What I’ve spotted on Via Rail

Via Rail recently reported a 24.7% increase in ridership over the past year, reaching 4.1 million passengers. Not bad for a travel mode often considered too slow for our time.

But what caught my eye was not the stats — it was:

Recycling bins onboard: Sure, that might sound ordinary, but the menu actually encourages passengers to ask for recycling and they were not as visible before.
Discount for bringing your mug: $0.05 off your coffee might not sound like much, but it’s a symbolic reward for sustainable behavior. (Also, your coffee ends up cheaper than Tim’s!)

Personal photo: Didn't get the 0,50$ the mug was in the bag

Noticed signs installed at the Ottawa station of beehives on the roofs of the station a partnership between ViaRail & Alveole. The partnership might not have been fresh new, but I am pretty convinced the sign is new!

💡 These aren't radical changes, but they reflect a growing awareness of how travel habits can align with broader ecological goals.

Train is the New Luxury 🚆✨

PROOF POINTS:

🚆Orient Express La Dolce Vita - Revived by Accord (Hotels) shows the potential for growth in the segment and the craving for different experience of travel. The art-deco, Designer imagined interior is one of a kind experience

🚆Immersive itinerary of Adventures by Train’s 100-day trip, trains remind us that the journey can be the destination.

🚆Narratives around trains without screen are even on the rise where wellness is brought forward in comparison to flights and airport madness

Why now?

Because it reframes travel as experience-rich, not efficiency-driven. Because trains create time — to reflect, to connect, to look out the window and remember you're moving in a world obsessed with time-efficiency, trains are redefining what luxury looks like.

Low-carbon pricing is becoming a norm

Juno Beach Centre and The Hoxton (Hotel) now offer discounts to travelers who arrive by train as well as Tourisme Normandie offers 'tarif bas carbone'. CopenPay offers free attraction for conscious actions like contributing to community initiatives and picking up litter.

👉 You are in hospitality? I invite you to this how these discount for sustainable traveler could apply in your company

Slow travel = New employees perks

Dutch firm Sprinklr now gives two extra vacation days to employees who choose not to fly for an entire year. Ubiq, French company offer TTR: Temps de Trajet Responsable, days where you get extra days-off when you travel low-carbon. Florida’s Brightline now offers co-working cars through a partnership with Industrious.

👉You are an employer? How can you encourage your employees to travel more slowly?

⚡ Countertrend Alert: The Rise of the "Extreme Day Trip"

Where there’s slow travel, there’s always its opposite.

A rising trend — the Extreme Day Trip — is being powered by airline subscriptions that let users take round-trip flights within 8 hours, purely for content or convenience.

The carbon cost? Colossal.
The impact? A lot more than just a selfie.

According to a new study by Transport & Environment, Europe’s aviation industry is planning to double its passenger traffic by 2050 — yet its entire carbon budget could be depleted by 2026. 🚨

Favorite spots to scan🔎

Want to keep an eye on the quiet rail revolution? Add these to your scan.

MT Lab 🇨🇦– This innovation hub brings together startups and public transport leaders to co-develop forward-thinking mobility and tourism experiences. If you are in town they have a new space for exhibition in Palais des Congrès!

Reasons to be Cheerful 🇺🇸– This optimism-driven media platform regularly highlights creative urban mobility solutions, including train-based initiatives, coworking wagons, and more.

Globetrender 🇬🇧 – A future-focused travel publication tracking emerging consumer desires — including slow travel, eco rail tours, and luxury sleeper experiences.

Scanning sources list, I've compiled over the last 5 years and thought I would reshare ! You can find these listed sources on where to scan and more filter by industry or type of media for your convenience.