Virgin Train is predicting it will continue to increase the share of passenger numbers between London and Edinburgh opting for rail after numbers rose last year.
The total number of people travelling between the two cities topped the one million mark for the first time in 2016 and now accounts for and third of all traffic.
Virgin Trains reported an 8% increases in passenger numbers on 2015 compared to air traffic which saw no growth.
The rail operator says it has its sights on rail accounting for half of the market by 2023. The ambitious goal would reverse a 40-year trend that has seen airlines dominate the route.