During the 1920's, the number of cars circulating in Europe increased three-fold. In general there was no road numbering in the UK until 1921 with Michelin providing the first numbered road map in the UK. Michelin had established a highly successful and popular Touring office  that provided individualised travel itineraries. The expansion of car ownership downwards to the middle classes led to a massive increase of holiday travel by automobile. It became a sophisticated two-way information exchange promoting motoring activities of every kind.