System and method for rewarding travel

A system for evaluating travel behavior by subscribers to the system, said system comprising:

• data storage comprising an electronic register of subscribers to the system and an account containing individual subscriber data for each subscriber;
• data-recording means configured for automatically gathering and retaining data relating to a subscriber's travel behavior while undertaking a journey, the data-recording means including location-determining means for locating the subscriber in real time;
• electronic memory storing a set of criteria for determining the desirability of a subscriber's travel behavior;
• a computer processor programmed to process said data automatically and:
• identify, from the data, use of one, or more than one, mode of travel by the subscriber during the journey and the or each mode of travel used, wherein each mode defines a journey leg,
• determine, by testing the data against the criteria, a value for each leg,
• update the account of the subscriber according to said value, and
• determine, from an accumulation of value in said account, said subscriber's eligibility for a reward;
• wherein the data-recording means comprises a wireless transmission-enabled device uniquely associated with the subscriber, said device having means for capturing and communicating said travel behavior-related data to said computer processor.