Bus operator freezes fares in latest attempt to attract more passengers

First, the region's biggest bus operator, has announced a price freeze on fares in January.

The firm, which runs buses in Leeds, Bradford, Halifax, Huddersfield and York, hopes the move will help to increase passenger numbers across West and North Yorkshire.

The managing director for First in West and North Yorkshire, Ian Humphreys, said: "We are happy to announce that we will be freezing the price of our fares in January.

"In recent months we have simplified our fares structure across some of our network, notably in Leeds.

"We have demonstrated that by trying a new and innovative way of marketing our services then more people have been encouraged onto our buses.

"A comprehensive price freeze on all our tickets makes them even better value for money, especially at a time when fuel is going up and general goods face a VAT rise in January.

"We are working hard to keep our costs down and we will keep them as low as possible for as long as we can."

Mr Humphreys claimed the move is part of a wider business plan for the region.

"Over the next few months, we will launch a range of initiatives that will continue to aim to grow the number of people using our buses," he added.

First is currently preparing changes to its timetables as part of a review to ensure more punctual services on some routes.

An announcement about the changes is expected to be made in January.