in the UK you cannot smoke on public transport or inside buildings, and this is strictly adhered to.
Somebody probably drops a spent match, it's still smouldering and it drops inside the escalator where it finds plenty of fuel and begins a fire. From there you mostly just need bad luck - yes the staff could be better trained, but even when they do summon professionals the firefighters don't arrive in time to tackle it while it's still small, the then-unknown trench effect allows the hot gases to pool and initiate flash over suddenly, a bunch of people die.