Holiday firm Acklams Coaches has announced an investment of more than £1m in new vehicles for its fleet.
The Beverleybusiness is now gearing up for its annual open day and new brochure launch.
It is Acklams' single most important yearly marketing opportunity and the company is planning to unveil its latest acquisition, a new coach worth more than £300,000.
As well as running hire services across East Yorkshire, it is one of the region's largest independent holiday operators.
Director Alan Acklam said: "Acklams Coaches has come a long way since it began as a taxi business in Beverley more than 60 years ago.
"Our commitment to invest in state-of-the-art vehicles and our attention to detail, especially in terms of customer care, have been key factors in our success.
"At the end of this month, we will be launching our latest brochure."
The company will soon expand its fleet again with six new vehicles, including three low-floor access double-deckers, a luxury 16-seat minibus and two elite coaches.
It will bring the amount spent on new vehicles in the past three years to more than £2m.
The open day, which will be held at Beverley Racecourse, is a chance for the company to drum up business.
Mr Acklam said: "Our open day and brochure launch is such an important occasion in our calendar.
"It gives our customers an opportunity to meet our back-up team, not just the drivers, and to talk to the behind-the-scenes people who put their holidays together.
"It is important to talk directly to our holidaymakers to discover what their preferences are going to be, especially the preferred destinations for the coming year."
More than 3,000 holidaymakers will travel to more than 50 European locations with Acklams this year.
Its fleet will travel more than one million miles on school, sport and private hire work.
The open day will be held on Monday, November 10, and invitations to hundreds of guests are being sent out in the next few days.
Acklams had the busiest day in its history in May, taking Hull City fans to the FA Cup Final in Wembley and Rugby League enthusiasts to Manchester for the Magic Weekend derby match between Hull KR and Hull FC.
About 6,000 supporters were carried in 114 coaches, many hired in from elsewhere to meet demand.
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