Diamond Bus Launches itravel Demand-Responsive Service

31 July 2026

Diamond Bus North West, part of the Rotala Group, has officially launched the operation of Cheshire West and Chester Council's itravel demand-responsive transport service from 31 July 2026, supporting the continuation and future expansion of flexible public transport across rural west Cheshire.

The appointment marks an important milestone for both Diamond Bus and Cheshire West and Chester Council, ensuring that residents in rural communities continue to benefit from a flexible, pre-bookable transport service designed around the needs of passengers.

Originally launched in July 2023 through funding from the Department for Transport's Rural Mobility Fund, itravel has become a vital transport link for many residents, providing access to employment, education, healthcare appointments, leisure facilities, community services and onward connections to the wider transport network.

Under the new partnership, Diamond Bus North West will operate the service with three dedicated vehicles, increasing capacity and supporting the planned expansion of the service beyond the current Frodsham, Helsby and surrounding rural areas. The service will continue to operate Monday to Saturday Service.

Unlike traditional fixed-route bus services, itravel allows passengers to book journeys in advance, with routes adapting to customer requests within the operating area. This flexible approach helps connect communities where conventional bus services may not be practical, reducing isolation and improving access to essential services and opportunities.

Matt Rawlinson, Managing Director of Diamond Bus North West, said:

"We are delighted to successfully launch the itravel service, supporting Cheshire West and Chester Council's ambitions for better rural connectivity.

"Our focus is 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.

"We are excited about this 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."

Existing itravel customers can continue using the service without re-registering, although users should note that the service telephone number has changed under the new operating arrangements, this number is now 0161 567 1222.

Diamond Bus North West looks forward to working closely with Cheshire West and Chester Council to develop the service further and help improve transport accessibility for rural communities across West Cheshire.

For more information about itravel, visit:
https://www.cheshirewestandchester.gov.uk/residents/transport-and-roads/public-transport/itravel-connecting-people-and-places