A new on- demand public transport service is set to launch next month in Bromsgrove.

The pilot ‘Bromsgrove on Demand’ service will enable people living within Bromsgrove to access both on demand and pre-booked buses for journeys anywhere within the service area, including to and from the town centre, the train station, or nearby villages.

The aim is to help reduce congestion and provide improved public transport options for local residents.

Councillor Alan Amos, Worcestershire County Council's Cabinet Member with Responsibility for Highways, said: “The County Council has worked closely with local district council colleagues and I’m really pleased that we’re nearing a position to launch this new flexible on demand transport service in Bromsgrove.

“We’re continually monitoring current public transport usage and looking at new ways to help people travel around the county and this includes making use of the latest technology.

“We’re already making a number of improvements in Bromsgrove to reduce congestion and provide better transport options and this on demand service will help to enhance this even more.”

The service will allow users to select their pick-up and drop-off location when booking their journey through a mobile app and will operate from Monday to Saturday, between 7am and 7pm.

The system will then direct people to a nearby “virtual bus stop” for pick-up and drop-off, allowing for quick and efficient shared trips without any detours.

Leader of Bromsgrove District Council Councillor Karen May, said: “Not only is this brilliant news for Bromsgrove but it enhances the sustainability of our town centre, linking it with rail and our local residents and villages.”

The service is to be delivered in partnership with Via whose technology is already being used across more than 200 cities and transport authorities around the world.