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Integrity Coachlines changes hands to travel operator

WA operator Integrity Coachlines has been sold to a travel tour giant in the state after more than two decades of terrific service

After nearly 25 years of ownership by Ross Sims, Integrity Coachlines has hung up the gloves and sold to travel tour operator Pinnacle Travel Group.

Integrity Coachlines has provided traditional express services throughout the Perth to Port Hedland and Broome corridor for numerous decades.

On April 1, Pinnacle Travel Group announced it became the owner of Integrity Coachlines, taking over from Sims. 

“The Integrity Coachlines team provide an essential service to the regional communities of Western Australia but also have an important role in the state’s tourism sector connecting backpackers and holiday makers via coach to towns around our amazing state,” Pinnacle Travel Group told ABC.

“Integrity Coachlines are well respected throughout the state and have been the recipient of many accolades and awards.

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“Our intention is to build on this good reputation and work with our new employees to further improve service levels and network destinations.”

Pinnacle Travel Group says Integrity Coachlines will further allow the travel operator to realise synergies with its existing businesses Pinnacle Coachlines and Australian Pinnacle Tours, which operate day and extended tours in many of the destinations serviced by Integrity.

Pinnacle Travel Group says it is still 100 per cent owned and operated by two WA local families.

“We are very proud of this and the support our business provides to other WA families and the local economy,” Pinnacle Travel Group says.

“We are heavily focused and driven to provide customers with a high level of service in everything we do.”

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