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The man at seat 61 has posted a thread suggesting getting rid of Railcards (or possibly for longer journeys including them automatically) highlighting that they discourage people from travelling.
Having automatic group discounts (German regional day tickets have this) would be far simpler and would encourage more people to travel.
One of the things I've found common in Germany is that once you are traveling over about an hour or two you end up being used with the regional day ticket even for a single or return journey. Should we have more regional day tickets?
Around 20 years ago growing up in Edinburgh, Lothian Buses has 2 day tickets. One for all day and another for after the morning peak that started at 0930. I suspect many other bus operators had similar yet they have many years ago simplified things and gone to daily tickets. Some have more recently introduced a cheaper evening ticket, however the bundles of day tickets still work out cheaper. On the removal of the off-peak it was based on the time you boarded the vehicle, and there were issues of people holding up buses at 0930 so the clock would tick over to the cheaper day ticket.
In terms of busier trains due to off peak fares trials, I see that as a good thing and shows there is demand for train travel if the fares are cheap enough. There needs to be the investment though to increase the number of train services and length of trains. Modal shift needs to happen away from the car. The current rail network isn't fit for purpose if even modest increases in passenger numbers cause trains to be full.