A huge emergency service response was launched after a long-standing South Yorkshire travel firm dramatically went up in flames.

Disaster struck at Maxfield’s Executive Travel, a coach and holiday firm set up in Rotherham over a century ago, leading to the large-scale operation.

Footage and pictures from the scene in Aughton Road in the Aughton area of Rotherham showed three of the firm’s coaches ablaze, with six engines sent to combat the flames.

Company vehicles could be seen underneath a lean-to-style building while flames engulfed them.

Large plumes of thick black smoke could be seen across the region, including as far out as Hathersage in the Peak District, as resident closer to the incident were advised to keep their windows and doors closed for their own safety.

South Yorkshire Fire and Rescue were called to the scene around midday on Friday, May 29 and said in a statement at the time: “Six fire crews are currently in attendance at a fire involving three coaches and nearby buildings on Aughton Road, Aughton, Rotherham.

“If you live nearby keep windows and doors closed and avoid the area if possible. “

The fire was extinguished by 1.45pm.

Maxfield’s was established as J.A. Maxfield's and Son back in 1926 and started out taking miners to Thurcroft pit in the back of a coal lorry. The company later started doing trips to tourist hotspots such as Bakewell and Matlock.

Private hire and school trips came next before a 1970s switch to executive travel which saw the family business grow into one that provides affordable, high quality tours and excursions across the UK.