An extra 170,000 customers used Ulsterbus's Goldline coach service over the last year as more people left the car at home, it has been revealed.
The flagship bus line carries more than three million passenger journeys each year, which is a 6% increase on the previous year.
The Consumer Council and MLAs have denounced the recent 3% bus fare rises but Translink marketing executive Ciaran Rogan said: "It is clear that more people are choosing to leave the car at home and are using our services for their everyday journeys, whether it's business or leisure."
New Goldline coaches were introduced last September with free WiFi, leather seats and additional legroom. There has been a 45% increase in passenger journeys during the last eight years.
In September, Translink announced a £29m investment in 87 new Goldline coaches and 58 new Metro buses.