
A family-run private hire firm in Barnsley has more than doubled in size after launching a 24/7 local service to compete with major national brands. Platinum Travel, owned by brothers Alex and Ryan Elbourne, has seen its pool of licensed drivers shoot up from 35 to 140 and its operations team expand to 16 to meet surging demand.
The brothers originally launched the business in 2017 with their taxi-driving mother, Anne, initially focusing on long-distance trips.
However, after Barnsley’s largest local firm, Blueline, was bought out by a national company in 2023, the brothers saw a gap in the market. They launched their local service in 2024 and are now closing in on 500,000 total bookings.
“The speed of growth since the launch of our local taxi service has been phenomenal,” said co-owner Alex Elbourne. “We aim to offer a local alternative to the big taxi brands who operate across the region. We offer a friendly, reliable and independent local alternative, rooted in the Barnsley economy.”
To keep pace with its larger competitors, Platinum Travel has embraced modern technology. The firm works with leading industry software developers and has integrated navigation tools such as what3words to locate customers in remote areas. They are also preparing to launch a direct driver-to-customer chat feature. “We’re keen to be innovative and use the latest tech as much as the big companies,” Alex explained.
The business recently moved to larger, dedicated premises on Mottram Way in Barnsley town centre, having outgrown its initial startup space at The Business Village.
Kevin Steel, the business development manager at The Business Village, praised their rapid expansion: “Their success in an industry dominated by big name players is outstanding. They came to us as a small family enterprise and grew exponentially from the start.”
Despite their rapid rise, the brothers insist they are keeping their community-first values at the heart of the business.
“We regard all our drivers and customers as part of that wider family ethos too and want everybody to be happy whether they’re working for us or using our services,” Alex said. “We don’t rush phone calls and pick-ups – for some of our customers we’re the only person they speak to in the day. It’s a personal service and that matters to us.”

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