When starting any project, a determining factor for its success is to surround oneself with expert voices that help make more accurate decisions.
Having the advice and experience of mentors to guide our path can make a difference between failure and success, not only in the business world but in any field. In that sense, something that has characterized Reservamos SaaS since its inception has been the ability of its founders, Andrés Sucre, Sebastián Gómez, and Adrián Cuadros, to listen to expert individuals, who over time have become advisors, guides, and even investors.
In this blog post, we want to introduce you to the Board of Advisors that integrates Reservamos SaaS and share a little more about their experience in sectors such as tourism, technology, and business. The advice of this expert team has provided us not only with specialized knowledge in the bus travel sector but also a deep understanding of the latest trends and technologies in the market, as well as the necessary vision to make Reservamos SaaS the technological ally for any bus company that wants to accelerate its digital transformation and improve the experience for travelers.
Albert Serrano is the Managing Director for Spain at Privalia & Veepee, a leading online flash sales retailer operating in several European countries. Privalia & Veepee offers discounted deals on fashion, beauty, and home products to its members.
Serrano joined Privalia in 2007 as a Finance Manager, and over the years, he has held various leadership positions within the company. In 2014, he was appointed as the Managing Director for Spain, overseeing the growth and development of the business in the country.
Serrano has played a key role in the expansion of Privalia & Veepee in Spain. Under his leadership, the company has grown its membership base, expanded its product offerings, and improved its customer experience. He has been instrumental in driving innovation and implementing new technologies to enhance the company’s online platform.
Darío Okrent is the Chief Digital Officer at ALSEA, a leading multi-brand restaurant operator in Latin America and Spain. ALSEA operates more than 4,000 restaurants and coffee shops in various countries, including Mexico, Brazil, Argentina, Chile, Spain, and Portugal. As the Chief Digital Officer, Darío Okrent is responsible for developing and executing the company’s digital strategy, including eCommerce, digital marketing, and technology innovation. He joined ALSEA in 2017, bringing with him extensive experience in the digital space.
Before joining ALSEA, Okrent held leadership positions at various companies, including Samsung Electronics, Telefonica, and BBVA. He has a proven track record of successfully implementing digital strategies that drive growth and enhance customer experiences.
Okrent holds a degree in Industrial Engineering from the Universidad de Buenos Aires and an MBA from the IE Business School in Madrid. He is a frequent speaker at digital and technology conferences and is considered an expert in the field.
Enrique Perezyera is the Non-Executive Chairman of Microsoft Corporation in Mexico. In this role, he provides strategic guidance and leadership to Microsoft’s operations in the country.
With over 30 years of experience in management roles within the technology industry, Perezyera brings extensive knowledge and expertise to the table. He has held various executive positions at Microsoft, such as Vice President of the Latin America region and Vice President of Worldwide Services. He has also collaborated with companies such as Hewlett Packard,IBM, Oracle, Sugar CRM, and Salesforce, and his leadership has been instrumental in generating significant results and growth in markets such as Mexico, Brazil, and other regions of Latin America.
Additionally, he has served on the boards of several technology companies, including Nortel Networks, Neoris, and Softtek. Recently, Perezyera was appointed as President for Mexico at the global digital accelerator Neoris.
Félix Velázquez is the Director of Ancillary, Pricing, and Revenue Management at Viva Aerobus, a Mexican ultra-low-cost airline. In his role, Velázquez is responsible for managing the airline’s ancillary revenue streams, pricing strategies, and revenue management systems.
Velázquez joined Viva Aerobus in 2011 and has held various positions within the company, including Revenue Management Manager and Pricing Manager. He has been instrumental in implementing revenue management systems and strategies that have helped the airline to optimize its pricing and increase its ancillary revenue.
Under Velázquez’s leadership, Viva Aerobus has been able to offer more personalized and flexible products and services to its customers while generating additional revenue. He has played a key role in the development of the airline’s ancillary revenue streams, including baggage fees, seat selection, and onboard sales.
Pablo Slough joined the Google team in November 2009 and worked as Country Manager in the Mexico offices for 2 years. Later on, at Google, he led a global team focused on positioning marketing solutions, and at YouTube, he served as Head of Branded Content Business. He is currently the DEI Strategy & Insights, Executive Recruiting.
Before joining Google, Pablo was director of OCESA Digital at CIE México, the regional director of digital communications at Universal McCann México, and worked in Emerging Markets at West Merchant Bank and Banco do Brasil Securities.
He was a co-founder and managing director of Plush, a consulting company specializing in interactive design, research, marketing, and strategy solutions, and cofounder and business development director of dooyoo, which won the ISPA Award for Best Consumer Portal and the Future Publishing Award for Web Innovation. He was also a co-founder and director of ventures linked to business development in Spain and England and a financial consultant.
Paulo Andrade is a former CEO of Marcopolo Mexico, a subsidiary of Marcopolo S.A., a Brazilian multinational manufacturer of buses and coaches. Marcopolo Mexico is one of the largest bus manufacturers in Mexico, producing a range of vehicles for both domestic and international markets.
With over 30 years of experience in management roles, Andrade has gained extensive expertise in the automotive industry. He joined Marcopolo in 2009 as Vice President of Operations for the company’s Mexican operations, and in 2014, he was promoted to CEO of Marcopolo Mexico. During his tenure, he successfully led the company’s growth and development in the country.
Throughout his career, Andrade has specialized in training and managing national and international businesses, as well as implementing international strategic alliances, developing strategies, launching products, restructuring commercialization models, expanding businesses into new markets and segments, and diversifying portfolios.
Rodrigo has over 15 years of experience in the tourism and transport sectors. He is the Executive Director of Talaria Marketing, a marketing consultancy agency for companies and tourist destinations.
He started his career at Aeroméxico as the Director of Marketing and Club Premier. He then worked at SABRE as the Director of Marketing, Public Relations, and Business Development, and at Travelocity as the Vice President for Mexico and LatAm.
Rodrigo is a recognized entrepreneur, mentor, and philanthropist. Rodrigo has been a mentor in Endeavor for more than 10 years, where he has become one of the most active mentors to entrepreneurs in the areas of marketing, eCommerce, and business development. He is also notable for volunteering for various projects that have an impact on developing economies.
This year, the United Nations defined the following theme for International Women’s Day: “For an inclusive digital world: Innovation and technology for gender equality.” At Reservamos SaaS, we wanted to reflect on this topic and speak with prominent women who are part of the bus sector, and who are changing the game of innovation and technological development. We spoke with them about the impact of women’s participation in accelerating innovation and technological development, and how they are driving growth in the sector through their ideas, talent, and vision.
Their example and trajectory demonstrate that the presence of women is key to forging new paths toward a more equal and technologically advanced future.
How can we contribute from this sector to achieve a more inclusive digital world?
I believe in education focused on innovation and technology, linked to initiatives that promote gender equality in the digital world, which has few professional women and, at the same time, opportunities in a field where the workforce is scarce.
Who is your role model? Which women do you admire and why?
I have admiration for several women I have met throughout my personal and professional life. My mother, grandmother, cousins, friends, and colleagues at work… Women with different stories of victories and overcoming obstacles that teach me and inspire me!
I will mention two influencers that I follow and from whom I learn a lot, Camila Farani and Nath Arcuri. I like the content but mainly their purpose of spreading knowledge and supporting other women to achieve their dreams.
What advice would you give to other women who are starting to work and want to reach leadership positions in their companies?
Women need to occupy spaces, and also assume leadership positions, in the pursuit of equality in companies. It is necessary to fight for a diverse corporate environment, with men and women in equal proportion, that allows different perspectives that result in balanced and successful management.
We have to know that it is possible to contribute with our competence and singularity, respecting our beliefs, values, and competencies, which will not always be the profile/model of men/masculine, but equally powerful and transformative.
From this sector, how can we contribute to achieving a more inclusive digital world?
As a first step, we must raise awareness and accept people’s capabilities and skills regardless of gender. As a society, we have many stereotypes that we use to pigeonhole activities just because that’s how it has always been. Fortunately, this gap has been opening up a little more, with greater acceptance and dissemination, leading to a bit more equity.
I consider women’s groups that come together to develop and train in digital activities to be a good initiative since they can serve as support and provide women with the confidence to establish themselves in the workplace and personal life. Media dissemination and social networks, given the era we are in, will continue to function as the most adaptive tool.
Who is your role model? Which women do you admire, and why?
Carol Shaw, is known as the first professional female video game designer. She worked for Atari and Activision and created the game River Raid for Atari 2600 in 1982, with more than a million units sold.
What were the biggest challenges you faced in your career due to your gender, and how did you overcome them?
In my case, I studied Computer Systems Engineering, and the mere fact of studying engineering, where the term “engineer” was traditionally used to refer to male students, was a challenge. It was only recently that the term “engineer” has been recognized as gender-neutral.
Taking courses related to circuit programming was challenging because it required soldering some parts and having contact with electrical current, for example, since some activities were defined as exclusively for male students within the same degree program.
A key part of overcoming stereotypes is having confidence in oneself and accepting that one is not born knowing everything. Both men and women can learn any type of knowledge and skills. As individuals, we must learn to respect ourselves.
This year, the United Nations defined the following theme for International Women’s Day: “For an inclusive digital world: Innovation and technology for gender equality.” At Reservamos SaaS, we wanted to reflect on this topic and speak with prominent women who are part of the bus sector, and who are changing the game of innovation and technological development. We spoke with them about the impact of women’s participation in accelerating innovation and technological development, and how they are driving growth in the sector through their ideas, talent, and vision.
Their example and trajectory demonstrate that the presence of women is key to forging new paths toward a more equal and technologically advanced future.
From your sector, how can we contribute to achieving a more inclusive digital world?
Thanks to the advancement of new technologies, it is increasingly necessary to have digital spaces where users are fully integrated. Users today need to interact with our services in the fastest and most efficient way possible.
We must move towards generating digital content and offers that are increasingly inclusive and diverse.
For GTP, advancing the digitization of our services and products is a commitment to our customers.
The passenger transportation industry must be able to contribute to digital, labor, and social inclusion, where everyone has access to a more empathetic and collaborative world.
Who is your role model? Which women do you admire and why?
I greatly admire Malala Yousafzai, because, since the age of 11, she has been fighting for women’s rights, and dared to go to school, a place forbidden for women in Pakistan. It was at that moment when she was shot in the head and was close to dying.
On October 10, 2014, she was awarded the Nobel Peace Prize, and she is an important activist for children’s rights and the youngest winner of this prize.
How can we encourage professional development and training for women in the business and technology fields?
Promoting and strengthening spaces for women’s career progression is essential in every organization, especially in this industry where the role of women was very excluded for many years.
We have the “GTP Academy”, a platform for free courses and training, where our employees can access online content, with the aim of offering learning and growth opportunities within the company.
It is necessary to create development opportunities within companies, encourages the attraction and retention of talent, and empower our teams, who are the main asset of our companies.
From your sector, how can we contribute to achieving a more inclusive digital world?
People who strategically work with products for the digitalization of services in general often say that everything is designed to be inclusive. However, unlike retail, I see very little empathy with the public that traditionally uses transportation, which is specifically my area of specialization. Stereotypes are constructed of the customer that still seems distant from the passenger. There are some prejudices that need to be overcome, such as discrimination based on age. I believe that deep immersion in the daily life of bus stations would competently cover all audiences.
On the other hand, it is necessary to understand that a good digital or traditional service is continuous, and for that, security must come first. The passenger’s safety needs to rely on the quality and supervised service because they are not in a position to evaluate such security at the time of boarding. And legal security for the entrepreneur who will only make long-term investments if they have this perception of the company’s environment.
Who is your role model? Which women do you admire and why?
I have many women and men who inspire me, but in honor of them, I would always and continuously mention Luiza Helena Trajano, who, for me, was the manager who best-understood inclusion and the idea of sharing within the Brazilian scenario. In our association, it is worth mentioning that over two decades ago, ABRATI chose a woman for the Vice Presidency, Sandra Oger, as well as Thereza Christina Villela, a lawyer who has worked in the transportation environment since the 1980s, being a pioneer in women who opened a valuable path that I cannot help but recognize and thank for paving the way for me.
How can we promote wage equality and gender equity in the business and technology environment?
Training and above-average performance may not be the fairest way, but at the moment, it is the only way for women to have their value recognized. In the future, I believe this will change, but for now, what I can say to everyone is to study, be curious, and dedicate yourselves more and better so that your recognition is infallible. If not, change your environment, and seek out other women to offer you support and help; life reserves surprising situations.
From ABRATI’s point of view, how can companies and society in general support women to overcome the challenges of gender discrimination in the workplace and technology environment?
ABRATI was one of the first transportation associations to have the participation of pioneers in the board of directors, directors, and auditorium of entity members. Our desire is for passenger transportation to become an increasingly opportunistic and growing sector for women, and for that, ABRATI functions as a network of support and encouragement.
A 3 million dollar opportunity for the LatAm bus sector
We had a conversation with Rodrigo Cobo, Executive Director at Talaria, a travel industry expert, and Reservamos Advisor. We discussed various aspects of the ancillary strategy, including its evolution, value, implementation, necessary factors, and new trends for the bus sector.
Based on this discussion, we have compiled a list of 12 essential points for the bus sector:
Ancillary refers to the ability to “unbundle” a product or service, which can help segment customers and understand their needs better. It is not just a tool for increasing revenue, but it can also help improve customer experience.
Assuming what travelers want is a big mistake that can lead to a company’s downfall. Many companies have gone bankrupt due to such assumptions.
Technology played a significant role in the adoption of the ancillary strategy in the 1990s.
“Families tariffs” were created in the late 2000s as a middle ground to meet travelers’ expectations and avoid overloading the service portfolio.
Giving customers the power of choice is the most significant benefit of the ancillary strategy. Companies need to understand their customers deeply, segment them, and increase their revenue.
For companies that are new to the ancillary strategy, it is recommended to start with an eCommerce model before moving on to ancillary merchandising.
Both low-cost and premium models can have an ancillary strategy, and it is unnecessary to have a low-cost model to increase revenue.
The first and last mile of a bus journey is crucial, and it’s advisable to outsource this service.
Interlining is a pioneering technology that can be used to form alliances and shared codes, which can be beneficial for the sector.
Dynamic pricing is the starting point of any ancillary strategy as it increases the company’s competitiveness and reaches.
The future of the ancillary strategy is 1-to-1 personalization or à la carte services.
The ancillary strategy must increase the average value of the transaction. The unbundling strategy must lower ticket costs to allow customers to add extras.
Regarding the industry’s recovery, Rodrigo Cobo is optimistic, especially about domestic travel by bus. He recommends segmenting travelers using customized ancillary strategies, working with experts and technology providers like Reservamos SaaS, and keeping up with industry blogs like Reservamos SaaS and WTTC for ground transportation trends.
About Rodrigo Cobo:
Rodrigo has over 15 years of experience in the tourism and transport sectors. He is the Executive Director of Talaria Marketing, a marketing consultancy agency for companies and tourist destinations.
He started his career at Aeroméxico as the Director of Marketing and Club Premier. He then worked at SABRE as the Director of Marketing, Public Relations, and Business Development, and at Travelocity as the Vice President for Mexico and Latam.
Rodrigo is a recognized entrepreneur, mentor, and philanthropist. He is part of the global organization Endeavor and volunteers for several projects that have an impact on economies in development.
The dynamics of the sector are changing. More and more companies understand the importance of having a solid digital strategy. At Reservamos SaaS, we have proposed to attend companies on this journey and to be the ally to promote their digital growth through our technological ecosystem and service.
The bus is one of the means of transport that mobilizes most people in the world, short, medium, and long distances, and ecologically more sustainable for the planet. It is a vital medium in the road arteries between cities and an economic engine. But despite the technological advances we have achieved in recent times, traveling by bus is often synonymous with terminals with crowded ticket offices, long lines, and wasted time.
In 2013, Reservamos set out to take the first steps to promote the digital transformation of this significant sector. And today, through the technological infrastructure we have developed, we have become an ally for bus companies in countries like the United States, Mexico, and Colombia, capable of accelerating that transformation and helping them succeed in a digital economy.
In 2019, my journey as Director of Sales and Global Expansion of Reservamos SaaS began. And from that moment on, I took on the challenge of sharing with more companies in the region the potential that technology offers to improve the experience of traveling by bus. Through Reservamos SaaS solutions, millions of travelers can access much more agile, efficient, and secure digital channels to purchase their bus tickets. And different companies have maintained their leadership in the sector by strengthening their operational teams with adequate tools, which have allowed them to get to know their users better and increase their revenue.
Today this journey brings us to Brazil, the world’s third-largest market for the passenger bus sector, a sector with great potential for innovation and growth that requires support and adequate solutions to connect more directly with its travelers through its digital channels.
My challenge as Country Manager of Brazil will be to lead an evolution that we have been promoting in the region, to achieve not only that the sector is digitized and thriving but also that it has the necessary confidence in a world where you can order a coffee from your cell phone and arrives at the door of your house. The first big step to trigger this significant change is data analysis. Data is the new gold, so it is essential to take advantage of all the power information provides and thus improve interaction with travelers.
Having sales channels with high conversion rates allows companies to own their data and learn about user behavior. In this way, they can generate endless strategies in areas such as marketing, communication, operations, and revenue management.
It is no longer about guessing what the traveler needs but being able to know and adapt to their needs and behaviors; to anticipate much more competitive and attractive offers.
The technology and support of Reservamos SaaS is an accelerator for bus companies to maintain control of their brands and implement new features that translate into increased revenue. Only last year our allies had more than 50 million visitors on their digital channels. Almost the total number of inhabitants in cities like São Paulo, Mexico City, and Bogota, combined! Reaching conversions of +50% of visits to purchases. In addition, +10% of completed online purchases through apps developed by Reservamos SaaS for bus companies.
In addition, we have specialized in mitigating obstacles that limit the digital growth of companies, such as guaranteeing payment acceptance rates that exceed 85% and chargeback and fraud rates below 0.4%. Thanks to the understanding and experience of our teams, to develop actions that help shape, anticipate, and optimize each of the implemented tools.
Our intention is not to add another marketplace, which undoubtedly provides alternatives to diversify sales channels; On the contrary, our commitment is to bring the most suitable tools so that the bus companies themselves can innovate at a higher speed, growing their digital channels and better positioning their brands.
At Reservamos SaaS, we are convinced that technology not only represents a growth opportunity for companies. It is also a responsibility to democratize services and satisfy people’s needs more efficiently.
From São Paulo, I will lead this new opportunity for growth and disruption for Reservamos SaaS. Inspired by a sector that I am passionate about and in which I am convinced that our strategic support has much to contribute.
We arrived in Brazil and are ready to be your company’s technological ally! My agenda is open to listening and sharing experiences in this exciting sector.
2022 was an important year for Reservamos SaaS. That inspired us to capture in a fun way our achievements with the bus companies that have trusted us, and thanks to the great team we have put together, all specialists and passionate about the sector! And also share with you the new challenges that are coming up. We are very excited!
To do this, we thought of a different way to share our Reservamos SaaS Annual Report 2022. We turned it into a digital journey that you will surely enjoy. Hoping it will be very inspiring for your company.
So, don’t wait any longer to discover everything the Reservamos SaaS ecosystem can do for you and your travelers. And be part of the bus sector’s digital transformation.
In the links below, you will find our report in English, Spanish, and Portuguese. Click on your preferred language, enter your name, and access the report.
