By Maria Almenoar
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THE big two taxi companies here are going all out to encourage ridership during the troubling economic times.
In the first three months of this year, average taxi trips fell to 893,674 - the lowest it's been in five years. Latest figures for May saw patronage decelerate further with numbers dropping to 836,535 compared to 923,494 at the same time last year.
Taxis have been hit hard with the economic recession and commuters turning to public transport that has improved connectivity and options.
In an effort to reverse the downward trend, ComfortDelGro is launching a four-month campaign to give away $280,000 in taxi vouchers.
From Saturday, commuters can text message their names and their receipt number to 71222 every time they take a taxi, for a chance to win.
Vice-president of sales and marketing for the company's taxi service, Mr Edwin Yeo said: 'We believe that with so much more up for grabs this time, commuters will be further encouraged to take cabs.'
Comfort, which is the largest taxi company here with 23,000 taxis, said it had also launched other marketing promotions.
A partnership with Nets, rewards lucky passengers who use the payment system, with daily cash prizes. And NTUC Linkpoints members can chalk up points if they book Comfort cabs.
SMRT, the second largest cab company here, is currently tempting customers with its four-month long Book and Win promotion. The event, which began June 8, sees 15 riders a month win $100 worth of taxi vouchers. In their grand draw, the top prize is $1,000 worth of vouchers.
These measures are part of a push by the Land Transport Authority (LTA) to help prop up the taxi industry here.
Read the full report in Friday's edition of The Straits Times.
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