BUS passengers across Keighley have received a double boost.

A hugely-successful £1-a-trip fare deal has been extended.

And extra services are being provided on a popular route.

Keighley Bus Company has revealed that since the £1 maximum fare initiative was introduced on routes within the town and to Airedale Hospital seven months ago, 250,000 journeys have been made using the cut-price deal.

Now the area covered by the scheme has been expanded to East Morton, up to and including the stop outside the Busfeild Arms.

The move follows a request from Keighley East district councillor Caroline Firth.

Working in conjunction with West Yorkshire Combined Authority, Keighley Bus Company last autumn secured Government funding – worth £2.7 million over three years – to deliver improvements aimed at attracting more passengers and cutting congestion and pollution.

Paul Turner, the bus operator's commercial director, says: "Our £1 fare is proving a great success.

"Thanks to partnership working between ourselves and the combined authority, supported by the Government through its bus service improvement plan, we have been able to extend the £1 maximum fare on our K4 route to include all stops between the Busfeild Arms at East Morton and Keighley Bus Station.

"Councillor Firth asked us if we could extend our £1 fare cap zone from its previous boundary stop at Morton Cemetery – something we’re happy to do, especially in view of the popularity of the fare offer across Keighley."

Cllr Firth says: "I sit on West Yorkshire Combined Authority's transport committee and had the opportunity to approach Paul after a meeting to explain the £1 fares weren’t fully benefitting the people of East Morton. I urged him to consider extending the boundary.

"I’m delighted Paul took this feedback and suggestion on board, and that Keighley Bus Company has been so quick to implement the change."

The bus firm has also upped the frequency of services, and added extra journeys, to its Aireline route between Keighley and Leeds.

Bradford Council has welcomed the decision.

Cllr Alex Ross-Shaw, executive member for regeneration, planning and transport, says: "I’m delighted Keighley Bus Company has increased the journeys on such an important route in the district. These reliable, affordable services will help get people travelling in a more sustainable way and lead to a better connected region."