Is the UK’s transport system stuck in the past?
Across many of the nation’s major road networks, congestion, pollution, and delays have become all but the norm, with much of our transport infrastructure failing to keep pace with the increasing demand for road travel.
But it’s not all doom and gloom.
Open Road Tolling (ORT) offers a smarter, greener alternative to traditional tolling systems. With no barriers, no booths, and no need to stop, ORT provides drivers with a faster, simpler, and more sustainable way to travel.
At Land Digital, we’ve been proud to play a role in this transformation. As a delivery partner for the Tyne Tunnel 2 (TT2) upgrade — the North East’s first fully digital, free-flow tolling system — we’ve seen first-hand how impactful this technology can be in improving efficiency, sustainability, and user experience.
What Is Open Road Tolling – and Why Does It Matter?
Imagine driving along a busy route with no toll booths, no queues or delays — just a smooth, uninterrupted journey. This is the essence of Open Road Tolling.
Also known as All-Electronic Tolling, ORT removes the need for vehicles to stop or slow down. Instead, overhead gantries equipped with cameras, sensors, or transponders automatically detect and charge vehicles as they pass beneath — a simple yet effective transformation that has proven to be a game-changer in smarter, greener road management.
The benefits for users are immediate. By eliminating stop-and-go traffic at toll booths, ORT dramatically reduces journey times, making travel more predictable and fuel-efficient. Less idling in queues and accelerating from a dead stop means fewer emissions, with studies showing reductions of up to 75% for light vehicles and 50% for heavy trucks. Cities with congestion pricing powered by ORT technology — like London, Stockholm, and Singapore — have already seen transport-related emissions drop by 15-20%. These are tangible, sustained reductions that reflect how much cleaner the roads become when vehicles keep moving.
Better yet, these environmental gains go hand-in-hand with real savings at the pump. Because engines burn less petrol in steady-flowing traffic, ORT contributes to lower fuel consumption across the board. Fewer litres of fuel burned means less CO₂ released, and it also means drivers and businesses are spending less on petrol. In zones where pricing schemes have been introduced, drops in fuel sales have confirmed what drivers already know: fewer delays mean more efficient journeys. In London, for example, vehicle speeds rose from 8.8 to 10 mph within the congestion charge zone, and traffic delays decreased by 30%.
And this ease in traffic congestion not only makes travel smoother for individuals but also generates major economic value by cutting down on lost time and productivity. Savings from more efficient road use could offset the cost of implementing ORT many times over, with some estimates suggesting that congestion costs the UK economy up to £60 billion a year.
Perhaps most importantly, ORT doesn’t just affect how quickly we get from A to B — it changes how we choose to travel in the first place. By making driving slightly less convenient or more expensive in the most congested areas or peak times, it encourages people to consider alternatives. For example, in London, the introduction of congestion charging led to a 33% rise in bus use in central areas, supported by improved services and shorter delays. Around 10% of journeys that would have been made by car shifted to public transport, walking, or cycling.
And it’s these kinds of behavioural changes that make the benefits of ORT sustainable. Over time, people adapt — not just in when and where they drive, but in the types of vehicles they use and the modes of transport they choose.
By the Numbers: The Measurable Impact of Open Road Tolling
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Case Study – Tyne Tunnel 2: Driving Smarter Infrastructure in the North East
Our role in the transformation of the Tyne Tunnels into a fully cashless, ORT system stands as a powerful example of how smart infrastructure can deliver real-world benefits for people, places, and the planet. When the barriers came down in 2021, it wasn’t just a technological upgrade — it was a leap forward in efficiency, sustainability, and customer experience.
Historically, the tunnels had long been a pain point in the North East road network, with drivers routinely held up at toll booths, burning fuel and patience in equal measure — just ask any of our team who made that daily journey!
But within just six months of switching to ORT, the changes were clear and quantifiable. Average journey times improved almost immediately, with each vehicle saving around 30 to 40 seconds per trip. That might sound modest in isolation, but when multiplied across millions of journeys, it represents a significant reduction in collective delay — reclaiming hours of travel time for everyday travellers.
Crucially, the environmental benefits were even more striking. By eliminating stop-start traffic at toll booths, CO₂ emissions at the tunnel crossing dropped by an impressive 90%. In the first month alone, the cut in emissions was estimated to be equivalent to thousands of short-haul flights avoided. Air quality in the surrounding area improved as a result, and the tunnel became a living demonstration of how infrastructure choices can drive cleaner transport outcomes even outside city centres.
But of course, such shifts are not without challenges. Our task was to review the current version of the payment web application — spurred by extensive user feedback and feature requests aimed at enhancing user experience — and recommend improvements to the application’s user interface, focusing on aligning with users' needs and expectations.
We facilitated a series of collaborative workshops with a broad mix of stakeholders — bringing together internal teams and real platform users to surface diverse perspectives. These qualitative insights were paired with usage analytics to highlight pain points and opportunities, which we translated into a clear, data-informed product roadmap with actionable recommendations grounded in both user needs and measurable impact.
Our digital-first system made paying for journeys more straightforward, offering flexible options that included auto top-ups, pre-pay accounts, and pay-later windows. Importantly, the rollout was backed by a robust but fair enforcement process that helped drive high compliance. Within a year of implementation, over 97% of users were paying on time — an impressive figure that reflects both the simplicity of the system and the effectiveness of its design.
We rolled out the product roadmap in carefully planned phases, allowing us to track the impact of each update with precision. This step-by-step approach ensured every change made a measurable difference to the user experience. Ongoing monitoring of user behaviour after each release has kept the product responsive to evolving needs — fuelling continuous, meaningful improvements over time.
Our work on TT2 shows that modernising road infrastructure isn't just about streamlining toll collection, but about building transport systems that are cleaner, faster, and more responsive to the needs of both users and the environment. As more regions explore similar models, the Tyne Tunnels stand as proof that ORT can deliver on its promise, turning infrastructure into a real driver of sustainable progress.
National Outlook – Is the UK Ready for Smarter, Greener Road Pricing?
But what about the rest of the UK?
Around the globe, cities have embraced ORT and smart road pricing with impressive results. Singapore’s Electronic Road Pricing (ERP), for example, has kept the city moving while funding vital public transport investments. Stockholm’s congestion charge reduced peak-time traffic by 20%, while Los Angeles’ dynamic tolling in express lanes shows how ORT can balance flow and choice in car-heavy cities.
Yet in the UK, progress has been uneven. While London leads the way with its Congestion Charge and ULEZ, other regions have been slower to adopt road pricing. Early efforts like Durham’s 2002 charge showed local success, but broader plans hit political roadblocks, while both Manchester and Edinburgh saw congestion charge proposals crushed in referendums.
However, recent momentum is promising. While cities such as Manchester have turned to public transport solutions like new free bus fleets to meet government mandated emission targets, Clean Air Zones (CAZs) like Birmingham’s use automatic number plate recognition (ANPR) technology to charge high-polluting vehicles, which has led to fewer diesel cars on the roads and improved air quality. On national roads, ORT has already shown benefits, such as at the Dartford Crossing, where the transition to the Dart Charge in 2014 reduced queues and emissions. The Mersey Gateway Bridge and new Mersey Tunnels were barrier-free from the start, showcasing how ORT can improve travel when designed from the beginning.
However, the UK still lacks a national road pricing framework, and that’s becoming increasingly problematic. Surface transport contributes around 27% of domestic CO₂ emissions, and traffic is rebounding. Meanwhile, the rise of electric vehicles (EVs) in recent years eroding fuel duty revenue, once worth £25–28 billion a year. EVs were exempt from fuel and vehicle tax until April 2025, leaving the Treasury facing a looming £30+ billion shortfall they’re now trying to recover.
As a result, policymakers are now considering pay-per-mile systems among other initiatives, but challenges related to privacy, fairness, and public trust must be addressed. Policymakers stress any scheme must be revenue-neutral and fair — charging more to high-mileage drivers while potentially lowering costs for low-use motorists. But so far, the government says there are “no current plans,” to implement this — though growing fiscal and climate pressures suggest that is unlikely to last.
A Smarter Future - Lessons from Global Cities
So when facing these challenges, what can the UK learn about successfully transforming its transport infrastructure from other global cities?
The success of ORT is about more than just the technology behind it; it’s about leadership, public engagement, and trust. Successful cities like Stockholm and Singapore show that clear communication, transparency, and a focus on equity are critical, teaching us key lessons in:
- Leadership & Public Engagement: Engaging with the public early and clearly communicating the benefits of road pricing can help overcome initial scepticism.
- Visible Revenue Use: People are more likely to support road pricing if they can see how the funds are being used to improve transport infrastructure.
- Fairness: Thoughtful exemptions and policies for vulnerable groups help ensure equity while maintaining system efficiency.
- Reliable Technology: Accurate and user-friendly systems, supported by fair enforcement, are essential for success.
- Phased Rollouts: Gradual implementation allows the public to adjust to changes, softening resistance.
- Alternative Options: Pairing road pricing with better public transport options reduces pushback and improves overall outcomes.
Land Digital - The Go-To Partner for Smart Mobility Infrastructure
When it comes to delivering successful ORT systems, the technology is only part of the equation. Sure, cameras, sensors, and software are essential — but it's the human side of implementation that determines whether these systems thrive or fail.
At Land Digital, we believe the key to success lies in how you engage, integrate, and adapt. And that’s why we place these core factors at the very heart of our approach.
Smart mobility starts with smart engagement. From the earliest stages of an ORT rollout, the importance of stakeholder collaboration cannot be overstated. Whether it’s local authorities, transport agencies, drivers, or tolling operators, the success of a scheme depends on open dialogue and mutual trust. So, by prioritising empathy and inclusion, you can ensure solutions are not only technically sound but also publicly accepted.
No ORT solution exists in isolation. Successful deployments require careful integration with existing transport infrastructure, payment platforms, and back-end systems. That’s why, at Land Digital, we design systems that slot naturally into broader urban mobility ecosystems, avoiding siloed implementation and ensuring long-term operability.
Our approach focuses on user-centric design — intuitive interfaces, flexible payment options, and robust data integration that works for operators and end users alike. The goal is a seamless experience where technology fades into the background, and mobility just works.
But of course, this is no small feat. Changing how people travel isn’t just about providing new tools — it’s about understanding how behaviour shifts in response to incentives. ORT, when implemented well, doesn’t just streamline journeys — it nudges them in more sustainable directions.
That’s why we apply behavioural insights to help guide modal shift, reduce congestion at peak times, and encourage more efficient road use. This includes clear communication about pricing structures, tailored messaging that resonates with different user groups, and data-driven adjustments post-launch. When people experience real benefits and understand the ‘why’ behind pricing, they adapt. As we've seen in London and Stockholm, sustained support often follows early scepticism when outcomes become visible.
Finally, it’s key to remember that mobility — by its very nature — isn’t static. As EV adoption rises, cities evolve, and data ecosystems mature, ORT systems must be flexible enough to evolve too. So, we design with future-proofing in mind — architecting platforms that can scale, adapt to regulatory change, and integrate emerging technologies. Whether it's integrating real-time data feeds, enabling dynamic pricing models, or preparing for integration with Mobility-as-a-Service (MaaS) platforms, we future-proof today’s systems for tomorrow’s demands.
By embracing Open Road Tolling, we can create cleaner, more efficient transport networks for the future. At Land Digital, we’re here to guide our partners through this transformative journey, helping them harness the full potential of smart, sustainable mobility solutions. Together, we can shape the future of transport for the better.