Definitions of 'rural areas' vary significantly throughout Europe, and the criteria used for definition ranges from population to geographical position, from land-use to income. Nonetheless, inherent in the nature of 'rurality' is a relatively low density of population and geographical isolation. The combination of low population density and geographical isolation means that conventional approaches to passenger transport, which are based on significant numbers of passengers travelling together, lose their viability in rural areas. On the freight side, prices for goods and services in rural areas are generally higher, unless the pricing regime in effect has standard rates across a whole State or country (e.g. postal prices). Innovative demand-responsive transport services can stop or reverse the population loss, improve the quality of life and revitalise rural areas.