First Class for less: Seatfrog, does it actually work?

Sitting here in the First Class Lounge at King's Cross Station, I can confirm that the Seatfrog app most definitely works however the experience of getting that upgrade was not smooth, to say the least.

A bit of background

Image courtesy: Seatfrog

Seatfrog launched in Sydney in 2016, priumarily as a method to allow people to upgrade to First Class on airlines 24 hours prior to departure. Effectively, auctioning off Although this vision doesn't seem to have been realised in the aviation sector - where airlines control upgrades - the UK rail sector has been more receptive to bringing in this extra revenue. I presume that to use the Seatfrog platform that the rail companies have to pay a commission or surcharge for every upgrade purchase that is made.

How does it work?

Screenshots from the SeatFrog App

The concept is quite simple but the execution less so. Firstly, the feature is not built into the railway company's websites or apps - meaning you have to go and download the app separately to have the option. Once in the app, input your booking reference number (usually around 6 digits) and wait for it to bring up your booking details. If you have multiple legs or a return journey, it will show all of them once it has retrieved the details from your booking. Be aware that it will offer you an upgrade at the regular price here, this is not part of the bidding process but just a regular offer - and will probably be a lot more than if you went for the bidding method.

The actual bidding process begins 24 hours prior to your journey but you can set an early bid and maximum you are willing to pay. The minimum option was GBP 9 on my journey from King's Cross to Wakefield - so I set mine ever so slightly higher at GBP 11 per person as others are likely to have gone straight for the lowest option. If you do an early bid, you have to hand your credit card details across so they can take the money if you win - you will not be charged if you do not win.

Screenshots from the SeatFrog App

Here's where I found the experience a little confusing, I expected it to be a little closer to an eBay bidding auction. I thought I would need to stay over my phone to try and outbid others - but within a minute of the "bidding" process opening I had won. Either the operator had a lot of First Class seats to sell or there was not many people bidding - this was to my benefit as it meant I had confirmed my upgrade a lot sooner than expected! Once you have "won", you will receive a separate ticket with your allocated seat numbers on the Seatfrog app. The ticket for standard class needs to be retained so you can get through the gate line at the station.

Verdict and a penny for my thoughts

Image courtesy: Seatfrog

It's an effective system and it does work - I am testament to that. I suspect that on longer routes, for example London to Edinburgh, that competition for the bids will be a lot higher as people will value the extra space when compared to the relatively short 2 hour journey I am taking. I think Seatfrog could do more to improve the experience, firstly in just explaining how it works a bit better - its not particularly clear. Secondly, integration with the rail operators systems & apps would be preferred - from the separate app and bidding process to having two tickets for the same journey, it's all just a bit clunky. I presume this is likely because the rail network's systems are also old and clunky, but I'm sure there is a better way of doing it. Full integration will likely serve the operators better and increase economic return as people will be more likely to see the upgrade feature if it is built in. Other improvements like being able to select your seat would be appreciated too - rather than just accepting what you are given. That being said, I look forward to seeing where Seatfrog develops next - and it would be great to see a version of this for airlines that works as well as it does for rail. Any "upgrade" solutions for airlines are very expensive and also are just plain bad - this is light years ahead!