By Maria Almenoar

THE two biggest taxi companies here are going all out to encourage ridership during these troubling economic times.

In the first three months of this year, the average number of daily taxi trips fell to 893,674 - the lowest it has 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 by the recession and commuters turning to a public transport system 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 tomorrow, commuters can text their names and their receipt numbers to 71222 every time they take a taxi for a chance to win the vouchers.

The 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 on June 8, rewards 15 riders a month with $100 worth of taxi vouchers. In the 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.

LTA is providing $1 million, to be matched by the companies, to hold promotions, discounts and tie-ups with shopping centres and tourist attractions.

But taxi commuter Joann Tan, 27, hopes taxi companies will think of everyday deals rather than just promotions.

'Having lucky draws and a chance to win is not appealing enough. I would rather get a direct discount on cab rides if I take them more often or if my cab ride translates into a discount at another retail store,' said the civil servant who opts for cabs only twice a week in the mornings.

Mr C. Lim, 45, who has been a taxi driver for more than 20 years, is also not convinced this will bring the commuters back.

'Maybe those who take taxis might take one ride more a week, but after the promotion ends they will stop, so there's no point. They should cut Electronic Road Pricing charges instead for taxis,' he said.

mariaa@sph.com.sg

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