In this guest blog, James Taylor, Modeshift Early Professionals Executive, shares how Coventry is using Mobility Credits to encourage sustainable travel habits in new communities. James will explore this topic in more detail at the National STARS Summit on 18 March 2026, where he will present as part of the STARS Residential programme.
Ahead of the Summit, James provides an early look at Coventry’s Mobility Credits scheme, a behaviour-change initiative designed to support residents of new housing developments and encourage alternatives to single-occupancy car journeys.
Why Mobility Credits?
Coventry has been looking at the potential of Mobility Credits since the early Transport for West Midlands trial, where residents could scrap older polluting vehicles in exchange for three thousand pounds of sustainable travel credit. That trial showed that when people have the right incentives and support, they are willing to make different travel choices.
When Coventry adopted its Transport Strategy in 2022, we committed to pairing new transport infrastructure with behaviour‑change programmes. The aim was not only to encourage sustainable travel but to actively support it when habits are still forming. Mobility Credits are one of the ways we are doing this.
How the scheme works
Through Section 106 agreements with developers, Coventry has secured five and a half million pounds between 2022 and 2030 to fund Mobility Credits for households moving into selected new‑build homes. Depending on the development, eligible residents can receive between £400 and £1200 pounds. They can add the credits to a Transport for West Midlands Swift Go card, exchange them for a cycle voucher redeemable at Halfords or Cycle King, or choose a mix of both. The intention is simple: to give new residents a practical and appealing alternative to single occupancy car journeys.
Our proof of concept
To understand how Mobility Credits would be used in practice, we launched a proof of concept in July 2025 at the Midland Heart estate within the Keresley Sustainable Urban Extension in the north of Coventry, where each household was eligible for £822.00 worth of credits. The aim was to learn what choices residents make, what barriers they face, what support they need, and how well our operational processes work at community scale.
Take‑up so far
As of February 2026, seventy percent of eligible households have applied to the scheme and sixty percent have received payouts. Most spending so far has gone on cycle vouchers, with the remainder used on public transport credit. Applications consistently increased whenever we carried out engagement activities such as letter drops or in‑person events, showing that communication plays a crucial role in participation.
What we’ve learned
Several themes have emerged during the first phase. Administratively, the scheme is manageable at small scale and becomes more efficient as we simplify forms, guidance, and verification. High demand means we need to plan for larger‑scale delivery as more developments come on board. From residents, we have learned that the offer is well understood, that people value clear support and step‑by‑step guidance, and that cycling is particularly popular for both short local trips and leisure. Many households also appreciate the financial contribution during the costly move‑in period.
These insights are shaping how we refine the scheme and how we embed Mobility Credits into Travel Plans more widely across the city.
Why this matters for Travel Planning
Mobility Credits ensure that travel choices are not an afterthought. By supporting residents early, we help new communities make use of local transport infrastructure, strengthen active travel options, and provide developments with a realistic way to achieve their Travel Plan targets. The evidence from the proof‑of‑concept phase also strengthens the Council’s ability to negotiate future planning conditions linked to sustainable travel.
What’s Next
We are now working with HDRC Coventry on a full evaluation of the scheme. Our next development will launch in Summer 2026, and we will continue adapting the offer based on resident feedback and operational learning. Coventry’s experience so far shows that well‑designed incentives can meaningfully influence travel behaviour, especially when paired with clear communication and strong partnerships. I look forward to sharing more insights at the Summit.
Contact: [email protected] / LinkedIn: James Mark Taylor | LinkedIn
