OXFORD Bus Company has opened a new city centre shop to cope with booming demand for its travelcard, the Key.

Since the rechargeable smart card was launched in 2010, more than 100,000 people have signed up to get one and nearly half of all the firm’s journeys are now made using it. The centre at 44/45 High Street will support the company’s existing outlet at Debenhams in Magdalen Street.

Oxford East MP Andrew Smith cut a tape at an official opening ceremony as part of a national initiative to encourage more people to switch to bus travel.

Andrew Morison, commercial manager of Oxford Bus Company, said: “More and more people are switching to the key and before too long half the journeys made on our buses will be made using it.

“When you add in the number of passengers using other smartcards, like the concessionary bus passes, the majority of transactions won’t involve cash.

“This makes a significant difference to the time it takes for people to join a bus at a stop and has a major impact on journey times.

“Our existing travel centre in Debenhams is very successful but the new facility will make it easier for commuters and city centre workers to renew their key products before they start work.”

The facility will be open from 8am to 4pm Monday to Friday.

For more information, visit oxfordbus.co.uk