A mathematical model is developed in this paper to improve the accessibility of a bus service. To formulate the optimization model, a segment of a bus route is given, on which a number of demand entry points are distributed realistically. The objective total cost function (i.e. the sum of supplier and user costs) is minimized by optimizing the number and locations of stops, subject to non‐additive users' value of time. A numerical example is designed to demonstrate the effectiveness of the method thus developed to optimize the bus stop location problem. The sensitivity of the total cost to various parameters (e.g. value of users' time, access speed, and demand density) and the effect of the parameters on the optimal stop locations are analyzed and discussed.