The operators of Shropshire’s direct rail service to London today announced a freeze on New Year fares.

Wrexham & Shropshire has announced the hold on prices as it was revealed other rail fares will rise by an average of 1.1 per cent in January – the lowest increase since privatisation, according to new analysis.

The figure, published by the Association of Train Operating Companies, when applied to the current average price paid for a single rail journey, would mean the average cost of a train journey will rise by 6p in January from £5.05 to £5.11.

But Wrexham & Shropshire said it was freezing its prices as part of a commitment to providing an “innovative rail service that is both value for money and convenient for the passenger”. A standard return ticket to London will remain at £40 from Shrewsbury and Telford stations.

Earlier this year the firm introduced an easy-to-understand fare structure meaning passengers can buy the same value fare at any time. It says it remains the only company in the UK not to charge for peak-time travel.

Thomas Ableman, Wrexham & Shropshire’s marketing director, said: “While the rest of the industry has succeeded in keeping the fares increase relatively low, we have gone one step further and completely frozen ours. Since launching services in April 2008 we have cut journey times by up to half an hour, introduced new trains, abolished peak-time travel and gained an impressive 97 per cent customer satisfaction rating because of it.

“We value the feedback our passengers give us – if they want an affordable direct rail service to London then that is what we are going to give them.”

The 1.1 per cent rail industry rise will be below the rate of RPI inflation predicted by Oxford Economics for January, which is expected to rise to 2.6 per cent in that month, meaning real terms cuts in prices for many passengers.

By Russell Roberts