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virtual-tour-company

Transport sector | virtual tour case study

West Midlands Railway

West Midlands Railway came to us to help improve the user journey by increasing accessibility, empowering independent route planning, and laying the groundwork for scalable expansion across its network. We were chosen from a number of applicants to create these features on our custom-built virtual tour editor. 

As public expectations for digital accessibility grow, transport providers are turning to virtual tour technology to offer more informative and inclusive experiences. For passengers with additional access needs, planning a journey in advance is no longer a preference; it’s a necessity.

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The numbers that make us proud

 
According to our accessibility surveys in the transport industry 92% of users said the tours were an easy way to navigate stations
 
so far our train station tours have been used by over 180,000 travellers to help plan their trips and increase their confidence
 
82% of participants in our transport accessibility survey said virtual tours would increase confidence when travelling

The Brief & Outcomes

West Midlands Railway is a major UK train operating company serving central and suburban regions, including Birmingham, Liverpool, and London. The operator supports thousands of commuters, leisure travellers, and tourists every day through its extensive station network and regional services.

The custom-built virtual tour offers the following features:

  • Interactive Route-Planning Tools
  • British Sign Language Toggle
  • Ambient Station Sounds
  • Interactive Maps
  • Information-Rich Hotspots
  • Accessibility Widget that follows WCAG guidelines
From BSL integration to ambient soundscapes, every element is designed to make stations feel familiar before a journey even begins.

What we achieved

To meet West Midlands Railway’s inclusive vision, we developed several advanced and custom-built features along with our standard V.A.S.T. system for transport tours:

Interactive Route-Planning Tools

Which help users visualise their journey from the entrance to the platforms or any selected start and end point with narration on key scenes to explain important processes

British Sign Language Toggle

BSL interpreted version to support d/Deaf users throughout the tour with signers in place of narrators

Ambient Station Sounds

Ambient sound hotspots placed in high-sensory areas with real-life station sounds to replicate real-world sensory experiences

Interactive Maps

Interactive maps with click-through navigation to station facilities, ticket areas, and accessibility routes optimised for both desktop and mobile

Information-Rich Hotspots

The tour includes several informational hotspots, including video and imagery that educate users on the various spaces and features within the tour

Accessibility Widget

Our accessibility widget follows WCAG guidelines and creates a more accessible platform to allow users to interact with the tour in a way that suits them best

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Unique benefits that are perfect
for transport industry virtual tours

Although not yet live to the public, the West Midlands Railway virtual tour has already delivered clear internal benefits:

  • A reusable, scalable framework that allows easy onboarding of additional stations
  • Improved collaboration across departments (accessibility, marketing, customer service)
  • An inclusive experience that supports journey planning for passengers with diverse needs
  • Elimination of dependence on third-party vendors for ongoing updates

The self-managed virtual tour editor gives West Midlands Railway complete control over their content lifecycle, from small text changes to the rollout of entirely new stations.

West Midlands Railway’s vision reflects a wider shift in the transport industry: accessibility-first innovation that genuinely serves everyone.

Why It Matters for the Transport Industry

This project demonstrates the role of virtual tour technology in modernising public infrastructure. As transport operators face growing pressure to meet accessibility standards and improve digital engagement, self-managed virtual tours offer a low-friction, high-impact solution.

For train companies, this means:

  • Meeting compliance targets for digital accessibility
  • Supporting independent travel and inclusivity
  • Reducing the workload of in-person staff and service desks
  • Enhancing passenger experience and brand reputation
West Midlands Railway Virtual Tour | The Virtual Tour Experts