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Imagine hopping into a cab and attempting to pay your fare when you reach the destination, only to be pleasantly surprised with the news that your ride won't cost a penny. Confusion might flicker across your face, even though there is a sign on the vehicle declaring 'free rides between 8 a.m. to 4 p.m.'

Last Wednesday, approximately 100 individuals who journeyed in O'Neil Davis' taxi smiled in delight as the transport operator told them it was his holiday treat to them. Instead of gift wrapped packages and meal treats, the 40-year-old cabbie, who plies the Cross Roads to Arnett Gardens route in St Andrew, decided to give his passengers a free ride.

The approved fare for the Cross Roads to Arnett Gardens route is $130. Davis told THE STAR that he was motivated to do the customer appreciation day because he recognised the difficulty that some passengers have in affording their basic needs.

"Most people have a struggle going back and forth, from work to home. Not everyone can afford it ... because people do have their struggles, in terms of to get to work and pay their bills and buy food," Davis said.

The 10-year transportation veteran said he initially intended to treat his passengers on Christmas Day, but switched to the 27th.

Davis, who also answers to the name 1 Voice, said that not only did he give up thousands of dollars in income for the day but he spent $30,000 to build the sign, informing persons of his holiday giveback. He believes it was worth every penny.

"To me a one a di best $30,000 mi spend in a long while, cah complain. A swear, mi see the ending result," Davis said, He revealed that he switched his plan from treating his passengers on Christmas Day after recognising that most people would not be travelling on Christmas Day and Boxing Day.

Davis said that he carried more than 100 passengers but initially most passengers thought he was trying to trick them when he told them about the free rides. He even had to refuse to collect from passengers who still wanted to pay him. Still it was a joy for him to see the customers' reaction and he fully intends to do it again this Easter.

"I want many people, not just the minority, I want the majority to get what it was like, in terms of spending yuh money with somebody that appreciate you," Davis said, adding that he got great feedback from passengers.

"Everybody enjoy it, 'cause actually the first lady I carry, she have a daughter, she lives a Texas, Arnett Gardens. She have a daughter with two bruk foot that vehicle hit down, she appreciate it," Davis said.

The kind-hearted cabbie is encouraging other taxi operators to do customer appreciation days.

"What I realise [is] a that lot a people wish other taxi man would follow my footsteps. It don't tek nothing if you decide to give back a day out a di year," he said.

"Forget 'bout yuh boss, think 'bout the customers, in terms of the passengers 'cause everybody have a struggle."