Transport for Wales is developing an exciting new concept in ticketing which will remove the artificial boundaries of existing products in Wales and replace them with new Personal Travel Zones that allow the customer to define their own travel needs and still benefit from the pricing that defined season tickets offer. The ultimate aim is that 'the system' will calculate the optimum answer for the user but this has many other dependencies, complexities and risks. This session will look at the findings and outcomes from our initial feasibility pilots and feedback from public research on the proposals.