Holidaymakers flying from London Luton Airport this month can now travel there by bus from Hitchin for free, thanks to a new initiative aimed at cutting costs and reducing congestion.

London Luton Airport (LLA) is funding free travel on selected bus services between 1 and 31 August, with passengers simply needing to show a valid boarding pass to the driver.

For Hitchin residents, the offer applies to Arriva's 100 service, which links Hitchin directly with London Luton Airport via Hitchin town centre, St Ippolyts and Luton. The free travel is available both to and from the airport, meaning returning passengers can also benefit.

The initiative comes alongside the Government's nationwide scheme offering free bus travel for children aged five to 15 throughout August, meaning many families could make the journey to the airport without paying a penny for bus travel.

Alberto Martin, Chief Executive Officer at London Luton Airport, said: "We know the cost of getting to the airport can be a significant part of the overall cost of a holiday. By funding free bus travel throughout August, we're helping passengers save money while encouraging more sustainable journeys to and from the airport.

"Choosing public transport also helps reduce congestion around the airport and supports our commitment to improving the experience for passengers and local communities."

The airport says the scheme is designed to encourage more people to leave the car at home during what is expected to be one of its busiest summer periods.

Passengers travelling on the Arriva 100 service from Hitchin only need to present a valid flight boarding pass dated within the travel period to claim their free journey. The offer is available at any stop along the route.

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For travellers preferring rail, East Midlands Railway is also offering a £20 family ticket between London St Pancras and Luton Airport, including the Luton DART connection to the terminal, providing another lower-cost option for families heading away this summer.