We tell you how personalization in the online purchase of bus tickets improves the experience and profitability of each trip.
Personalization plays a key role in changing the landscape of online shopping and is similarly transforming the ground transportation sector, especially in the realm of bus companies. Just as consumers in industries such as retail expect a faster shopping experience tailored to their preferences, passengers seek personalized solutions when purchasing tickets for their travel routes.
Bus companies are beginning to apply artificial intelligence and personalization engines to implement this trend in their business, optimizing everything from the search experience to preferences such as seats, schedules, prices, and payment methods, based on users’ interests and behavior.
By adopting these technologies, companies improve the passenger experience and increase conversion rates, enhance customer satisfaction, and ultimately boost profitability, as has been demonstrated in multiple ecommerce industries.
In the competitive world of e-commerce, personalization has become a key tool for differentiating and building loyalty; this trend is also transforming the bus sector.
By transferring personalization strategies to online ticket purchases, ground transportation companies can offer users faster shopping experiences tailored to their preferences, from routes and schedules to favorite seats.
According to a study by Gartner, personalization is a strategy for differentiating customer experiences. It is frequently misunderstood as margin or inventory management, but it consists of providing the right experience at the right time to drive the desired outcome. This generates benefits such as higher revenues, customer satisfaction, and profitability.
Currently, personalization engines use sophisticated AI and GenAI to detect the customer’s intent and optimize their journey. According to Gartner, personalization engines are a technology that allows marketing professionals to identify, configure, execute, and measure the optimal experience for an individual, based on knowledge about them, their intent, and the context.
The impact of personalizing the purchase process in the ecommerce of Berlinas del Fonce
The digital evolution at Berlinas del Fonce, a bus company based in Colombia, has been driven by the ability to analyze and understand its customers’ behavior.
A few years ago, identification was based mainly on demographic data; however, with the advancement of technologies such as artificial intelligence (AI) and data intelligence, the company has been able to deepen its analysis of purchasing behavior. This allows it to identify specific needs and precisely optimize the customer journey.
Nowadays, technology allows us to understand and know our customers by their behavior. This enables us to identify their needs and optimize the purchase process with precise data. –Pedro Cobos, General Manager of Berlinas del Fonce.
Among the most important findings, Pedro highlights that users of digital channels are looking for faster transactions. This implies taking advantage of data and their preferences to streamline the purchase by reducing the number of clicks required.
We are giving value to the data and turning that data into profiling and understanding the entire customer journey. By knowing it and understanding where we can generate value, we will have many more commercial activities that provide the user with tools and ease for purchasing. –Pedro Cobos, General Manager of Berlinas del Fonce.
Personalization is already a reality at Berlinas del Fonce, but the goal is to take it to a level of hyperpersonalization. Shortly, the bus company plans to offer even more precise recommendations and anticipate the passenger’s needs before they even begin their purchase.
We want to focus on prediction to boost sales further. Currently, most tickets are purchased out of immediate need, rather than anticipating and encouraging users to plan their next purchase. –Pedro Cobos, General Manager of Berlinas del Fonce.
Reservamos SaaS, an ally for purchase personalization
Berlinas del Fonce has implemented tools from the Reservamos SaaS technology ecosystem to achieve these advances. These tools optimize the efficiency of the customer journey and enhance the online purchasing experience, ensuring that the ticket purchasing process meets the same quality standards as its in-person operations.
The impact extends to various areas:
Marketing: More effective campaigns thanks to detailed data on customer behavior. Operations: Real-time adjustment of supply and demand to optimize route availability. Technology and finance: Integration of data to improve accounting management and human resources administration.
At Reservamos SaaS, we personalize our allies’ ecommerce to fit each travel experience. One of Reservamos SaaS’s objectives regarding the personalized funnel is to minimize the number of clicks required to purchase as fast and simple as possible. This optimization is essential to improve the user experience, ensuring our solutions remain at the forefront in the bus sector.
Digitalization and the intelligent use of data have evolved how Berlinas del Fonce engages with its customers. Personalization in online purchases not only enhances the user experience but also optimizes the company’s operational and commercial efficiency.
The integration of artificial intelligence into this strategy is more than a trend; it is a necessity to remain competitive in a market that increasingly demands personalized and efficient experiences.
The first webinar of the year “Beyond Discounts: Innovative Revenue Management Strategies to Increase Revenue” was focused on sharing best practices and trends in Revenue Management, a key strategy to optimize revenue and enhance the traveler experience.
On January 23, we hosted the first webinar of the year, “Beyond Discounts: Innovative Revenue Management Strategies to Increase Revenue,” bringing together Mitl García, Revenue Management Consultant at Reservamos SaaS; Felix Velazquez, Chief Revenue Officer at Viva; and Humberto Candelaria, Commercial and Marketing Coordinator at Roll&Bits.
The three panelists shared their expertise and industry insights, discussing best practices and trends in Revenue Management—a key strategy for optimizing revenue and enhancing the traveler experience.
Revenue Management: Much More Than Discounts
According to Mitl and Felix, Revenue Management is not just about applying discounts but about implementing strategies to sell the right product to the right customer at the right time and price.
Revenue Management is a strategy focused on maximizing revenue, achieved through price adjustments. – Felix Velazquez, Chief Revenue Officer at Viva.
In sectors like aviation, this involves segmenting passengers based on their needs, purchase timing, and willingness to pay.
One of the key principles of Revenue Management is balancing occupancy with profitability. A full flight doesn’t always mean maximum revenue, as ticket prices and demand play a crucial role. Airlines use dynamic pricing models based on historical data and real-time factors, such as competitor actions or supply reductions.
We must be capable of implementing optimal revenue strategies. The number of price points we offer travelers is crucial, not only for revenue maximization but also for expanding our customer base. – Felix Velazquez, Chief Revenue Officer at Viva.
Viva’s dynamic pricing strategy has expanded its customer base by catering to different fare levels. Diversifying prices not only increases revenue but also attracts more passengers.
Revenue Management is not just about applying discounts or increasing spending from existing customers. Its value lies in expanding the offering and creating more opportunities for customers to access our product. – Felix Velazquez, Chief Revenue Officer at Viva.
The Power of Data and Segmentation in Revenue Management
When distinguishing why Revenue Management is more than just a temporary promotion, Mitl explained that data analysis plays a key role in understanding this difference.
Revenue Management is not merely a discount strategy; it is a methodology that requires market maturity and a deep understanding of consumers. – Mitl García, Revenue Management Consultant at Reservamos SaaS.
Mitl emphasized that successfully applying Revenue Management requires historical data, demand patterns, competitor movements, and real-time analysis. This strategy also requires support from other teams, such as marketing, to ensure customers are aware of available purchase options.
It doesn’t work on its own. It takes effort and patience. In the end, it’s here to stay and delivers great results. The airline and hotel industries have paved the way for other sectors. – Mitl García, Revenue Management Consultant at Reservamos SaaS.
Additionally, Mitl pointed out that Revenue Management is about optimizing pricing through the relationship between supply and demand. Rather than applying discounts, it’s about understanding what price different customer segments are willing to pay at different times.
He illustrated this with examples from other industries, such as movie theaters, where ticket prices vary depending on the day and time, or fashion, where end-of-season discounts help maximize inventory revenue before new collections arrive.
In transportation, once a flight or bus departs, that seat can no longer be sold. Since it is perishable, we must focus on maximizing it before the departure date. – Mitl García, Revenue Management Consultant at Reservamos SaaS.
To implement Revenue Management strategies that maximize revenue, it’s essential to establish a base fare. Mitl recommended focusing on three key points:
Costs: Pricing should be based on a clear understanding of costs. Operating a bus from point A to point B has associated costs that must be factored in.
Competitors: Understanding competitors’ offerings and pricing structures is crucial.
Market Share: Knowing your market share helps define strategies to gain ground or defend your position.
Pricing Strategies and Calculated Risks
In a highly competitive market like ground transportation, taking risks is necessary. However, as Mitl pointed out, the sector often hesitates to implement new strategies or adopt competitor tactics.
We know that taking risks can impact revenue, which is why it’s essential to do so in a calculated way. The key is to test short-term strategies, experiment with innovative approaches, and always consider the market context and specific route where an unconventional tactic will be applied. – Mitl García, Revenue Management Consultant at Reservamos SaaS.
How Can I Calculate and Minimize That Risk?
To optimize decision-making without compromising profitability, it’s crucial to implement strategies that allow for evaluating the impact of price changes. Some best practices include:
A/B testing on similar routes: Comparing the performance of one route with an aggressive strategy versus another without changes helps identify trends and measure the real impact on growth.
Short trial periods: When applying aggressive discounts, it’s essential to monitor customer behavior weekly using digital tools to track interactions, clicks, and purchase anticipation.
Strategic profitability limits: Setting a controlled loss margin for a specific period (e.g., accepting a 20% revenue reduction over three months) allows for evaluating returns without compromising business sustainability.
Beyond just maximizing revenue, Revenue Management enables companies to anticipate demand and offer a personalized purchasing experience. Its success lies in the combination of technology, strategic analysis, and execution aligned with the market, making it an essential pillar for the evolution of the industry.
Smile Bus: Use of Promotional Fares and Ongoing Support to Increase Revenue
One of the greatest success stories in implementing innovative Revenue Management strategies is Smile Bus, a Mexican ground transportation company. Through a structured approach and constant support from the Reservamos SaaS team, they have optimized their pricing strategy and increased their market share.
The Key Factors Behind Smile Bus’ Success
Strategic Support and Follow-Up Sessions. Weekly sessions to adjust strategies in real-time, address questions, and ensure that pricing aligns with market demand. This ongoing support is crucial for companies without an in-house Revenue Management team, providing constant guidance and expert advice on price optimization.
Implementation of Teaser Fares to Maximize Occupancy. This strategy, widely used in the airline industry, offers aggressive fares during low-demand periods. It encourages occupancy and attracts travelers who had not originally planned to take a trip. To maximize impact, the company reinforced communication about the discounts through social media and physical sales channels.
Clear Definition of Goals and Market Segmentation. Ensuring an effective strategy without compromising profitability. Discounts are applied at strategic times to maintain financial balance, attract new customers, and increase market participation.
Thanks to a combination of dynamic pricing and effective marketing campaigns, Smile Bus has strengthened its presence and increased its passenger volume. Their well-structured Revenue Management strategy—backed by data analysis and precise marketing execution—has enabled them to maximize revenue without compromising profitability.
Roll&Bits: Evolving Toward Dynamic Pricing with Technology
Roll&Bits, a Mexican digital passenger transportation company, has evolved its operational model by replacing terminals with strategic boarding points and adopting a dynamic pricing strategy instead of fixed fares. During the webinar, Humberto Candelaria, Commercial and Marketing Coordinator at Roll&Bits, emphasized that one of the most valuable lessons they have learned is that, in the transportation sector, having a dedicated Revenue Management team is not a requirement for effective pricing management: You can manage it yourself. That makes it a daily challenge.
The integration of Revenue Management tools has optimized operations and increased the number of users. According to Humberto, the key is not simply applying discounts but strategically adjusting prices based on demand.
It’s not about offering a discount just because. You need to analyze the segment and the market. The key is knowing when to implement aggressive strategies and when not to. There’s no need to fear using a bold pricing strategy. Optimizing prices according to demand is essential. This analysis has allowed us to increase our average ticket price month after month by adjusting fares based on operational performance and market demand. – Humberto Candelaria, Commercial and Marketing Coordinator at Roll&Bits.
However, Revenue Management alone is not enough. Its success depends on a well-aligned marketing strategy that encourages advance purchases. In Humberto’s words: It’s about encouraging travelers to plan, to book early, so they get a reasonable price without perceiving our offer as simply ‘cheap.’
By leveraging advanced tools, Roll&Bits has refined its commercial strategy, analyzing route performance to predict demand up to two months in advance and adjust fares in real-time.
A key advantage is that we can change fares instantly. We don’t have to wait and see what happens in the market before reacting. This level of flexibility has given us a significant competitive edge, allowing us to optimize sales and improve profitability. – Humberto Candelaria, Commercial and Marketing Coordinator at Roll&Bits.
The implementation of Revenue Management has been a game-changer for Roll&Bits, enabling them to increase profits without compromising service quality.
The adoption of innovative Revenue Management strategies has proven to be a key driver for revenue optimization across multiple industries. Through customer segmentation, data analysis, and dynamic pricing, companies like Viva, Smile Bus, and Roll&Bits have successfully balanced profitability and occupancy, increasing sales without relying solely on discounts.
We tell you how Reservamos SaaS had a year of digital evolution and growth with the launch of innovative products and strategic participations.
This year, Reservamos SaaS has consolidated its position as a leader in the digitalization and personalization of the land transportation sector in Latin America. Through innovations such as the integration of artificial intelligence, product launches focused on personalized experiences, and strategic partnerships, we have helped our allies optimize their operations and enhance the user experience. Each initiative of 2024 represents a step forward in our mission to redefine the future of companies that choose to join us as a technological ally.
In the webinar —led by José Luis Landaeta, Head of Customer Success at Reservamos SaaS, and Oscar Jiménez, Product Manager— five key points were discussed to improve the search engines on bus companies’ websites:
The digital experience of the traveler
Intelligent and personalized search engine
Importance of SEO for conversion
Key metrics for the success of your eCommerce
The evolution of your eCommerce to adapt each to each traveler
Reservamos SaaS welcomed its allies Rápido Ochoa and Expreso Brasilia in Mexico City to carry out different activities and meetings with leading companies in technology and the land transportation sector in Mexico.
March
Lanzamiento Platform AI
Adrián Cuadros, Co-founder & Head of Product of Reservamos SaaS, published a blog post detailing how Platform AI optimizes online ticket purchasing through artificial intelligence. It offers personalization and dynamic revenue management to adapt routes and prices based on demand, enhancing the user experience.
Since the implementation of Platform AI, powered by the search widget, our allies have achieved a 3 percentage point growth in the conversion of their eCommerce.
Starting April 22th, we announced the integration of Thiego Paes into Reservamos SaaS as a Country Manager for Brasil.
Thiego joined Reservamos SaaS to strengthen efforts in culture, team, markets, and technology. Since our official entry into Brazil in January 2023, we have built trusted relationships with key players in the sector, based on our knowledge and experience.
[Webinar] BrainPROS
We held our second webinar of the year called “BrainPROS: The Future of Smart Pricing”, led by Camilla Brugali, Product Manager of BrainPROS, our Revenue Management System, and María Fernanda Brito, Head of Marketing at Reservamos SaaS.
The webinar covered the following topics:
Price Law #1
The critical issues companies face in terms of pricing strategies.
BrainPROS, the Revenue Management system
Pricing is about leveraging the context!
The best time to implement a Revenue Management system
wemobi success story
MIT Technology Review Brasil recognized our partner wemobi as a success case for being an Innovative Workplace. This recognition comes from the innovations implemented by the company to quickly map out competitors and adapt more effective revenue management strategies.
With the help of Reservamos SaaS technology, wemobi achieved a 35% growth in operational margins in 2023 compared to 2022. This was made possible by the evolution of data analysis tools and strategic revenue management, being pioneers in the use of best practices from more mature industries in revenue management and in the development of tools that did not previously exist in the road transport market.
New Results Page
On April 30th, we launched the new search results page in the eCommerce of our partners. With a clear focus on simplicity and optimization, our new results page has been designed to highlight the most relevant information, thus making the purchasing moment easier for users.
May
Announcement of Expresso São Luiz as a new ally of Reservamos SaaS
We welcomed on board Expresso São Luiz, with more than one hundred destinations in Brazil. Their confidence in us is a testament to the value we offer in the digitization of the bus sector.
This partnership not only strengthens our position in the market, but also represents a significant boost for the industry. With the implementation of our cutting-edge technology, Expresso São Luiz is poised to offer a more seamless and convenient ticket purchasing experience for its travelers.
On-Road Talks
We held the first edition of Reservamos On-Road Talks, a free virtual meeting space where we shared dialogue sessions with bus companies from the Latam region, focused on strengthening your digital channels.
The three talks that made up On-Road Talks wer
Boost your revenue: Online business models and ancillaries by Alexandier Meza, General Manager of Roll & Bits
Increase your company’s presence through Google by Karina Alarcón, Product Partnerships LATAM at Google
Driving to the future: Innovation in operations and driver policies by Ricardo Pinto, Planning and Operations Manager at Grupo Flecha Amarilla, and Alberto Juárez, Maintenance Manager at Grupo Flecha Amarilla
Recommended Trips
We added the Recommended Trips feature, designed to enhance the user experience and maximize the revenue of our partners.
The Recommended Trips feature uses advanced algorithms to offer users a personalized selection of trips that match their needs and preferences. This feature takes into account various factors, such as trip duration, price, itinerary, and ticket categories, to provide accurate and meaningful recommendations.
The implementation of this feature has several key objectives:
Improve the buying experience: By providing personalized recommendations, travelers can quickly find the trip that best suits their needs.
Maximize revenue: By increasing the relevance of recommendations, completed purchases and average ticket sales are boosted.
Stay competitive: Bus companies can remain competitive by offering a modern, personalized buying experience.
Lat.Bus 2024, held in São Paulo, Brazil, from August 6 to 8, stood out as a key event for the public transport and urban mobility sector in Latin America. With over 150 brands and nearly 15K visitors, the event highlighted the latest technological and sustainable innovations in the sector.
Tati provided a detailed and practical explanation of how bus sector companies can adapt to current digital marketing trends, emphasizing the importance of a well-founded omnichannel strategy.
Announcement of Grupo Comporte as a partner of Reservamos SaaS
We welcomed Grupo Comporte, an unquestionable leader in passenger transport in Brazil. With over 20 years of experience, operating approximately 50 companies, such as Viação and Piracicabana. But that’s not all, because Grupo Comporte not only dominates on land but also in the air with the creation of Gol Linhas Aéreas.
Additionally, they continuously invest in advanced technologies to improve operational efficiency and passenger experience… And this time, they acquired our innovative solution: ReservamosONE!
September
Reservamos SaaS Next
We held the first edition of Reservamos SaaS Next, a key event to share with the bus sector in the Latam region our commitment to a level of personalization that makes the online experience unique for each user.
We also introduced new features and launches focused on what we call personalization for everyone:
These innovations allow bus companies to stay competitive and improve their market position by anticipating travelers’ needs, enhancing not only their operational efficiency but also customer satisfaction.
Expertos en Movimiento-Marcel Benítez
We shared the first episode of our podcast “Expertos en movimiento”, where we interview Marcel Benítez Martínez, Engineering Director at Reservamos SaaS, focusing on eCommerce.
This episode was recorded in celebration of Programmer’s Day to learn more about him, what inspires him, his passion for technology, and the biggest challenges he has faced.
Q4
October
Announcement of Satélite Norte as a new ally of Reservamos SaaS
We keep growing in the Brazilian market by welcoming Satélite Norte as our partner, reinforcing our commitment to the digitalization of road transport in Brazil. This milestone highlights not only their technological innovation but also the modernization of their fleet, ensuring quality service for their passengers. Founded in 1996, Satélite Norte stands out for its strategic innovation and for offering comfortable and safe trips.
Grupo Flecha Amarilla promotes ESG (Environmental, Social, and Governance) initiatives and remains committed to a more sustainable future through actions such as reducing its carbon footprint and investing in sustainable technology.
New features of the Revenue Management System
The Revenue Management System from Reservamos SaaS monitors market behavior, evaluates the performance of pricing strategies, and suggests adjustments to maximize revenue. Among its key modules are the Competitor Monitor and Price Suggestions, which have recently been enhanced with two new features: Manual Price Suggestions and Unified Data Download from Competitors and OTAs.
Launch of the first Secondary Market platform for sports
We introduce the first Secondary Market platform designed specifically for sports clubs and teams in the region. Our first partner is Club de Fútbol Monterrey Rayados, a team that will redefine the rules of the game with our solution.
The platform provides clubs with tools to personalize fan experiences, protect them with a secure environment, and increase revenue by optimizing seating, food, beverages, and merchandise. Fans enjoy benefits such as the ability to rent out their seats if they cannot attend, access to exclusive areas, and a safer experience when purchasing official promotional products.
November
Expertos en Movimiento-Armando Rodríguez Trespalacios from Expreso Brasilia
Armando shared with us how having the right tools and technology is essential to drive innovation and optimize processes, thus exceeding business objectives and aligning with the corporate vision. He also explained how the company’s IT team is structured to tackle the challenges of innovation in the bus sector.
Smile Bus Success Story
We share the success story of the Mexican intercity passenger transportation company, Smile Bus.
Today, 51% of their sales come from their digital channel, a milestone that highlights their adaptability and innovative vision. However, the journey wasn’t easy: initially, they faced low digital adoption, leading to ticket counter congestion and limiting their reach in a rapidly digitizing market. The key was transforming this reality through advanced technology and marketing strategies.
With the support of Reservamos SaaS, Smile Bus implemented a personalized purchasing experience and a Revenue Management System that optimizes prices in real-time, enabling them to offer a competitive proposition.
Announcement of Cruz del Sur as a new partner of Reservamos SaaS
Cruz del Sur, one of Peru’s leading transportation companies, joins as a new partner of Reservamos SaaS to transform its operations and enhance users’ digital experience.
With over 60 years of experience and a strong reputation for providing safe, reliable, and high-quality service, Cruz del Sur connects more than five million customers across 22 national destinations.
Together, we are taking Reservamos SaaS’s cutting-edge technology to the next level to optimize operational efficiency, enrich passenger experiences, and drive the sustainable growth of Cruz del Sur.
As we move towards 2025, Reservamos SaaS is gearing up to unlock new opportunities and strengthen its commitment to technology and customer experience. This year’s innovations have prepared us to continue exploring and anticipating market needs with a fresh perspective. The best is yet to come, and we are ready to keep leading the evolution of the industry!
Discover how bus companies in Mexico, Brazil, and Colombia are leading the shift towards lower-carbon and more sustainable operations.
The passenger transport sector in Latin America has shifted toward sustainability in recent years, driven by the urgent need to reduce carbon emissions and improve air quality in major cities across the region.
Incorporating a more sustainable vision within ground mobility has enabled significant steps towards transforming this industry in Latin America. This shift is propelled by technological advancements and a paradigm shift towards environmentally responsible operations. Some companies have adopted a comprehensive approach beyond fleet electrification in the passenger bus sector.
Passenger transport companies in Mexico, Brazil, and Colombia are leading this transformation, adopting technologies and practices that are more environmentally friendly.
Below, we explore the sustainability trends in these three nations, highlighting specific cases and relevant data.
Mexico: Carbon Offsetting and Operational Efficiency
The Mexican company Grupo Flecha Amarilla has set out to lead change in the mobility industry, with a clear vision of sustainability, innovation, and a focus on comprehensive experiences and services.
Sustainability, one of its strategic pillars, is not just an isolated strategy but a fundamental part of its mission to transform the transport sector toward a model that conserves resources for future generations.
For Flecha Amarilla, sustainability goes beyond an appealing business practice; it is a responsibility to which they are genuinely committed. They focus on meaningful actions that impact both the environment and society.
The Reservamos SaaS development team integrated this initiative into Primera Plus’ eCommerce, Flecha Amarilla’s bus line. This offers travelers an option to mitigate the impact of each journey and contribute to planet-friendly efforts. Carbon offsets are available on both the bus line’s eCommerce and mobile app.
This project allows the carbon emissions generated by their operations to be offset through environmental initiatives, such as reforestation and ecosystem conservation.
The first effort we made, thanks to our relationship with Reservamos SaaS, was to quickly deploy a button in the eCommerce so that travelers could offset their trip by purchasing a bond. At the end of their purchase, they have the option to offset their journey based on the kilometers they will travel. It’s a very small amount, ranging from one to seven pesos, which goes directly to buy bonds on the market and offset the trip. We don’t keep a single peso.– Juan Pablo Martín, Innovation Director at Grupo Flecha Amarilla.
According to Juan Pablo, Reservamos SaaS tools help them make agile decisions regarding operational efficiency. He believes Reservamos SaaS has the market knowledge to guide their development.
Flecha Amarilla has also implemented operational efficiency strategies through advanced telemetry and predictive maintenance technologies, reducing fuel consumption and extending the lifespan of their vehicles.
They operate under Euro 5 and Euro 6 European standards, requiring buses to use ultra-low-sulfur diesel. They aim for all products throughout their supply chain to have a low environmental impact.
For instance, the products used in their restrooms contain biodegradable enzymes that help treat organic matter, and the antifreeze they use has the lowest carbon footprint.
Carbon offsetting is just one part of Flecha Amarilla’s comprehensive sustainability approach. In 2023, the company reported a 15% reduction in its carbon footprint, thanks to a rigorous preventive maintenance program that prevents unit inefficiencies and ensures optimal fuel performance. This not only reduces environmental impact but also improves passenger experience and strengthens brand trust.
Brazil: electrification and renewable energy in bus fleets
Brazil is one of the region’s most advanced countries in adopting electric bus fleets, led by cities like São Paulo and Rio de Janeiro. However, companies are going beyond electrification by incorporating renewable energy solutions into their operations.
Companies such as Grupo Comporte, one of Brazil’s leading passenger transport companies, have adopted advanced technologies to reduce fuel consumption and optimize route efficiency.
They have also integrated fleet management systems with artificial intelligence and big data to enhance operational sustainability, as showcased at the Lat.Bus 2024 event, where electrification and energy management practices from Comporte and other Brazilian companies were highlighted.
Grupo JCA, with a fleet including over 250 electric buses, has promoted sustainability by implementing a comprehensive fleet renewal program and training for efficient driving. Their electric vehicles, largely powered by renewable energy, help reduce carbon emissions and improve air quality in key cities like São Paulo and Rio de Janeiro.
Chile: zero-emission buses and efficient waste management
Chile was one of the first Latin American countries to adopt zero-emission buses on a large scale in its public transport system, particularly in Santiago, where hundreds of electric buses have been integrated in collaboration with private operators and the government.
However, sustainability in Chile is not limited to electric buses. Companies like Turbus have adopted sustainability practices on multiple fronts, including efficient waste management and the reduction of indirect emissions.
Additionally, Turbus has implemented a collection and recycling system at its main stations and has started educating passengers about recycling practices, promoting environmental awareness across its user network.
Colombia: digitalization to reduce environmental Impact
In Colombia, bus companies have begun implementing digitalization as a key strategy to reduce their environmental impact.
Companies such as Expreso Brasilia have stood out for their commitment to sustainability, presenting their seventh sustainability report in 2021, which outlines their efforts to meet the UN’s Sustainable Development Goals.
Their sustainability model includes initiatives ranging from operational efficiency to carbon offsetting, aligned with the principles of the Global Compact.
Expreso Bolivariano has also adopted digital solutions to optimize routes and reduce fuel consumption. By analyzing demand patterns using advanced algorithms and data intelligence tools, Expreso Bolivariano has not only reduced costs but also minimized the kilometers traveled and, consequently, carbon emissions.
Towards a Sustainable Mobility Future in Latin America
Sustainability initiatives in the passenger bus sector in Latin America are rapidly evolving and encompass a wide range of strategies that go beyond fleet electrification. The cases of Mexico, Brazil, Chile, and Colombia demonstrate that companies can be both profitable and sustainable through advanced technologies, process digitalization, and a comprehensive vision of their environmental responsibility.
Reservamos SaaS has positioned itself as a facilitator of these solutions, offering tools that allow transportation companies such as Grupo Flecha Amarilla to implement sustainability strategies in an agile and effective manner. These actions, backed by technology and commitment, not only help to meet the market’s environmental expectations, but also boost operational efficiency and improve the customer experience.
IT teams at bus companies in Latin America optimize operations and improve the customer experience through in-house solutions and technology partners.
IT teams in bus companies in Latin America play an essential role in optimizing operations and improving the passenger experience. Their structure and focus vary according to the size and goals of the company, but in general, these teams focus on key aspects such as data management, maintenance of online ticketing systems, and implementation of route analysis and operational efficiency tools.
They tend to be compact and multifunctional, although they face limitations due to budget constraints and the need for highly specialized personnel. This has driven the search for specialized technology partners.
By outsourcing IT tasks, these companies can quickly access specialists in cybersecurity, software development, and advanced analytics without incurring the high costs of hiring in-house, a process that can take several months. Third-party providers allow for greater scalability, reduce operational risks, and offer cost flexibility, which is beneficial in a constantly evolving market.
Some companies don’t have such a big technology area and what they do is outsource a lot of these services. There are others that are in the process of improvement and are trying to develop their internal team and build some things. We are a mix because we consider that there are some value solutions that we deliver internally, and there are others where we prefer to look for an experienced partner to do it for us.-Armando Rodríguez Trespalacios, Technology and Organizational Management Manager at Expreso Brasilia.
Armando shares that he has seen in the bus sector that companies are working to improve by developing and adopting new technologies. He considers that the transportation sector is a sector that has understood the need to enhance the services it offers, through a digital evolution, and by means of very strong technology areas, with its own people or with the help of outsourcing services.
How are the IT teams of bus companies in the region made up?
To understand the make-up of an IT team, we will take as a reference Expreso Brasilia, a bus company based in Colombia.
According to Armando Rodríguez, technology leader, most of the profiles in Expreso Brasilia’s IT team are systems engineers, some specialized in software development, others in requirements gathering, and several certified in Scrum or agile methodologies. They also have professionals certified in information security, such as CCNA, and some are obtaining the CISSP certification, specifically focused on cybersecurity issues.
In addition, there are industrial engineers responsible for gathering requirements and building user stories, which allows the team to evaluate and design appropriate solutions. Within the innovation area, there are specialists in business intelligence and data analysis, as well as management profiles, who collaborate in the analysis and development of valuable solutions for different areas of the organization.
The IT team of this company, according to Armando, is very robust and has very well-defined responsibilities, that is, the scope of each of the team members is very clearly delimited. The team is made up of three areas with specific tasks, which we will explain in more detail below.
The first area is responsible for information security and telecommunications infrastructure. Armando specifies that for Expreso Brasilia is very important for information security because they offer online services and make some kind of transactions through digital channels. That is why they work to ensure information security throughout each online transaction.
The second area is dedicated to developments and associated projects, where engineers and business analysts work, who are responsible for raising the requirement and delivering it so that the team works on the development.
In some cases, we manage internally, while in others we use third parties to increase speed and take advantage of their expertise. When we do not have the specialized knowledge, we prefer to collaborate with a technology partner who has expertise in the area. In this way, we gain speed and manage to develop a mature and secure product in less time. -Armando Rodríguez Trespalacios, Technology and Organizational Management Manager at Expreso Brasilia.
The third area is focused on innovation, where there is a team in charge of reviewing everything that is happening in the world and how to adapt and adopt it at Expreso Brasilia. All of them work under a Scrum methodology, based on the concepts of agility.
Choosing a specialized technology partner
Today, there are many technology providers, and there is often a “boom” in which they all seem to offer the same solutions. A few years ago, the big data boom flooded the market, and now the same is happening with artificial intelligence (AI).
However, Armando shares that finding a technology partner that truly integrates these trends with consistency and evolution is a challenge. Technology and services must not only be aligned with the latest fad but adapt and grow consistently to be useful in the long term.
That is precisely what Reservamos SaaS manages to convey to us. Unlike other providers, its approach to AI is not limited to exaggerated promises, but to practical and realistic solutions that deliver tangible value. Generative artificial intelligence, in this context, works as a support and not as an absolute substitute; Reservamos SaaS understands this and applies it so that we can use the technology to enhance the customer experience without compromising quality.-Armando Rodríguez Trespalacios, Technology and Organizational Management Manager at Expreso Brasilia.
Reservamos SaaS has developed machine learning-based tools that learn from user interactions. From last searches to tickets purchased, these tools personalize and enrich every shopping experience, helping our customers find what they want efficiently.
Technology plays a key role in the modernization of bus companies in Latin America, enabling them to adapt to user expectations and improve their internal operations. IT teams in this industry are often cross-functional and face challenges due to both budgetary constraints and the need for specialization, especially in cybersecurity, software development, and data analytics.
Collaborating with specialized technology partners offers a strategic solution to cover these critical areas, allowing companies to access advanced skills without incurring the high costs of hiring and training.
This combination of an in-house IT team and third-party support allows not only greater operational flexibility but also the development of innovative solutions that enhance the customer experience and optimize operational management in a market that demands constant innovation.
