CrossCountry is a train operating company , the brand name of XC Trains Limited owned by Arriva , that has operated Great Britainâ s Cross Country rail franchise since 11 November 2007 . The franchise was formed through the amalgamation of most of the former Cross Country franchise previously held by Virgin Trains ( which consisted of inter-city services that do not terminate in London ) with some of the longer-distance routes ( including some former Central Citylink services ) operated by the former Central Trains . The CrossCountry franchise was formed through the amalgamation of most of the former Cross Country franchise held by Virgin Trains with some of the longer-distance routes operated by Midlands-based Central Trains .