Diamond Bus appointed to operate and expand Cheshire West itravel demand-responsive bus service
06 May 2026
Diamond Bus North West, part of the Rotala Group, has been appointed by Cheshire West and Chester Council to operate the borough’s itravel demand-responsive bus service from 31 July 2026, supporting the continuation and planned expansion of flexible public transport across rural west Cheshire.
The appointment follows Cheshire West and Chester Council’s confirmation that itravel will continue beyond July 2026, with plans to extend the service to additional rural communities where conventional fixed-route bus services are limited.
Launched in July 2023, itravel was originally funded through the Department for Transport’s Rural Mobility Fund. The service provides a pre-bookable, flexible alternative to traditional bus services, adapting to passenger journey requests within a defined operating area. It connects rural residents with town centres, schools, medical and community facilities, leisure centres, railway stations and local employment.
From July 2026, Diamond Bus will operate the service with three vehicles available, increasing capacity and supporting expansion beyond the existing Frodsham, Helsby and surrounding rural area. The service will continue to operate Monday to Friday, with the potential for a future Saturday service to be reviewed subject to funding and income generation.
Councillor Karen Shore, Cheshire West and Chester Council’s Cabinet Member for Transport and Highways, said:
“itravel has shown just how important flexible, on-demand transport can be for our rural communities. For many residents, it has provided a vital lifeline – helping people get to work, education, medical appointments and social activities where traditional bus services simply aren’t available.
“We’re pleased to have secured the funding and approvals needed to continue the service beyond July 2026 and to begin expanding it into more rural villages across west Cheshire. This investment will help reduce isolation, improve connectivity and support our longer-term ambition to create a more reliable, accessible and sustainable transport network for everyone.”
Matt Rawlinson, Managing Director for Diamond Bus North West, said:
“We are delighted to have been appointed to operate the itravel service and to support Cheshire West and Chester Council’s ambitions for better rural connectivity.
“Our focus will be on delivering a reliable, customer-friendly service that builds on the success of itravel to date, while working closely with the Council to support the planned expansion into more villages across west Cheshire.
“This is exactly the type of partnership where operators and local authorities can work together to deliver practical, inclusive and sustainable transport solutions for communities that might otherwise be left without a realistic public transport option.”
The continuation and expansion of itravel forms part of the Council’s wider Bus Service Improvement Plan, which sets out a long-term vision for more stable, accessible and integrated public transport across the borough. Funding for the service will initially be supported through remaining Rural Mobility Fund grant and Bus Service Improvement Plan funding, before transitioning to the Bus Services Fund.
Existing itravel customers will not need to re-register when Diamond Bus takes over operation of the service, although the call centre telephone number will change.
Further information about the itravel service is available on Cheshire West and Chester Council’s website. https://www.cheshirewestandchester.gov.uk/residents/transport-and-roads/public-transport/itravel-connecting-people-and-places