A BUS firm has bowed to pressure from competitors and council leaders and will review fare prices along a key route in Worcester.

First Bus has told your Worcester News it is considering reducing fares along the number 30 route between Worcester and Dines Green following the establishment of rival firm Diamond Bus in the city last month. But fares are unlikely to be reduced on other routes where First does not face direct competition.

First spokesman Steve Zancker said the situation was “like a supermarket, or any business – if you get direct competition and somebody is charging a lot less than you, you have to look at your pricing structure on that particular route.”

His comments follow repeated calls from city councillors for First to reduce its fares in Worcester, which members believe are among the highest per mile in the entire country.

Speaking at this week's cabinet meeting, city leader Simon Geraghty welcomedthe recent arrival of Diamond Bus to the city and praised its decision to offer 50p fares to pensioners travelling at peak times.

He said: “I’m really glad we’ve got some competition in Worcester – it’s great news.

“For example, Diamond is offering 50p fares before 9.30am for concessionary travel pass-holders, and I would encourage First to match that. No one can deny 50p is a low-cost fare. If Diamond can do it, why can’t First?”

In the past, Worcester City Council has itself funded free bus travel for pensioners at peak times, but withdrew the service in April to save £50,000 a year.

Coun Geraghty said: “This deal is good in terms of bridging the gap between what the city council can do and what the private sector can do. It’s this kind of competition we need to encourage in this city. I hope this will encourage First to look at its pricing structures.”

However, Liberal Democrat group leader Sue Askin suggested bus users in other parts of the city – such as her own constituents in Claines – are unlikely to feel much benefit.

She said: “No matter how much Diamond charges, if you’re stuck with First in your area, then First isn’t going to reduce the charges there.”

And speaking to your Worcester News, First spokesman Mr Zancker confirmed prices are only likely to come down on routes where the firm faces direct competition.

He said: “The fares we currently charge in Worcester are not dissimilar to fares in other parts of the country. However, when a new operator such as Diamond comes in, if they compete directly on with us on price then obviously like any business we will look at our pricing structure.”

He said the number 30 was the main service where prices are under review.

Regarding Diamond’s 50p fare offer, he said: “We are aware Diamond are offering that. It’s something we are looking at.”