How to reach your travelers organically through SEO

How to reach your travelers organically through SEO

We share 5 tips to increase the organic traffic of your bus brand

For the bus sector, visibility in search engines (SEO) has become a priority, especially after the competitiveness in digital channels has increased due to the digitization caused by the pandemic. Therefore, here we share 5 tips to increase the organic traffic of your bus brand.

Make good use of your content

If you have a blog, use it to publish keyword-rich articles about the destinations you have available, services, and any other information relevant to the traveler, as these will help you rank better in search engines. Google’s first principle is “Focus on the user and everything else will follow”; the goal of this tool is to solve the user’s search intent and help perform a specific task. This means that as long as you have your traveler in mind and solve the doubts about what he is looking for with the content of your page, your brand will be well positioned.

Intention is king

Travelers look for some pretty specific things when they want to book a trip. This is the perfect opportunity to optimize your pages through long-tail keywords; These are very specific search phrases that meet the user’s search intent, and while they have low search volume, they have little competition and typically higher conversion rates.

Use Google tools

Make use of the same tools offered by the most used search engine globally, Google. For example, Google’s image tool is one of the most useful ways to drive traffic to your site. This is why the images on your page must have names with keywords and tags that will help search engines identify them. Or there is also Google Trends where you can see the most searched topics and terms around your destinations or services.

Beyond the keywords

Currently, Google has gone beyond pure keywords to a more advanced understanding of articles and pages and has therefore identified certain “entities”. These “are not simply a person, place or thing, but also their characteristics, which are connected by relationships. An entity is any element of the document that is distinct and well-defined.” In simple terms, this means that while you should start with your base keywords, you should also do some research on the topic. Look at the first page of your search results: what are they talking about? You also make content about those same entities and make it better and more relevant.

High-quality link building

Ultimately, you need to consider the entire process for a traveler to complete a purchase on your site, from seeking inspiration and ideas to actual trip planning, booking, and finally experimentation. These four “micro-moments” define four key opportunities for your bus business to be discovered in search engine results. During the inspiration and planning stages, your potential travelers are likely to look outside the site for what they perceive as “unbiased” information, and a link from a trusted site would put you in a good position. A strong digital PR campaign is essential for many reasons, including gaining visibility on high-traffic and relevant sites. The challenge for the industry is to speak to potential customers in a relevant way to each stage of the buying experience, not simply by placing sales messages on the web.

Remember that more than 50% of people search only on mobile, so if your site is not mobile-ready, all this effort will be in vain. All Google algorithm updates point to improving the user experience as their main objective; if you focus on this point, you encourage your travelers to stay longer on your website, and in the end, this will lead to higher conversion.

Digitization in bus companies

Digitization in bus companies

An efficient eCommerce allows you to improve brand positioning, build trust in the industry and attract new customers.

When bus companies consider ways to diversify their sales channels and reach customers of different profiles and generations, the answer is always to go digital. Purchasing habits are changing, and digital travelers are looking for brands they can connect with through their devices.

Having an optimal eCommerce platform allows companies to improve their brand positioning, build trust in the industry, and attract new customers. However, it is no longer enough to have an attractive website; it must also be functional and secure and become one of the most important sales channels as a digital box office is the easiest and cheapest way to sell tickets.

Digitization and data management

Digitization and data management are crucial in this regard. According to Statista, Brazil has the largest number of Internet users in Latin America, with a total of 165 million connected Brazilians, while Mexico ranks second with 96 million online users. Furthermore, Google analyzed Latin American digital travelers in 2022 and found that 93% of people surveyed searched for something related to travel, and 84% saw ads on this topic.

Faced with an increasingly competitive landscape and a more dynamic public than ever, the land transport sector, specifically buses, needs a digital strategy that allows users to transform their information into sales opportunities. “Using the information obtained through digital tools in your business is the best way to stand out because it makes the operation more efficient,” explains Sebastián Gómez, co-founder of Reservamos and director of the company’s SaaS area.

The collected data plays a crucial role and must be analyzed and used to meet and improve the needs of both travelers and the company. Personalization and traveler loyalty are key objectives to generate a better online experience and monetize loyalty. Rodrigo Cobo, executive director of Talaria Marketing and Reservamos Advisor, believes that marketing strategies based on obtaining and analyzing traveler data are what allow for much greater and more successful segmentation.

A company that is 100% offline is no longer 100% competitive

For new generations, it is essential to find their favorite services online, as this is their first source of research. Therefore, a company that has not taken the step towards digitalization loses the opportunity to participate in the decision-making process. According to Statista, Latin America has nearly 300 million eCommerce users.

“The ability to choose and compare between different brands and the mapping of all routes is essential today. It provides a lot of value not only for users but also for healthy competition between the bus companies,” says Javier Valdez, co-founder of MaaS Latam and Communications and Marketing Manager of Endeavor Mexico.

Digital transformation not only helps companies to be more cost-efficient, but it also increases sales and creates loyalty within the tourism industry. It is crucial for any company today, as Sebastián Gómez explains: “Before, entering the digital market was a differentiator; now, it is a fundamental pillar just to be able to compete with the rest.”

Primera Plus bus line achieves a 52% conversion rate through its app

Primera Plus bus line achieves a 52% conversion rate through its app

The journey towards box office digitization

With a range of routes throughout central and western Mexico, Grupo Flecha Amarilla faced the challenge of boosting its digital channels and creating a successful omnichannel experience for its Primera Plus bus line.

This challenge also had an important impact on their marketing strategy, since they needed to create a full experience to boost downloads of their application and increase the conversion rate.

The digital leap

With the help of Reservamos Saas technology, in 2018 Primera Plus began its journey towards digitizing its box office. The first step was to carry out an A/B Test to test the performance of the Primera Plus page against the Reservamos SaaS e-commerce solution. This was done by dividing the traffic from the brand’s standard sales funnel and the e-commerce created by Reservamos SaaS by 50%, respectively.

During the A/B Test period, Reservamos SaaS e-commerce doubled the number of transactions starting from the same traffic base. At the end of the test, Primera Plus decided to implement the e-commerce solution, with the aim of strengthening its digital channel and increasing its conversion rate, through an optimized purchase funnel and a friendly user experience. This was reflected in an increase in the volume of transactions by +50% compared to the same period of the previous year.

Based on the good results obtained, at the end of that same year, Primera Plus started a second stage to bring all the functions of its e-commerce and make them available to the mobile devices of its travelers, through the Apps solution from Reservamos SaaS.

This helped Primera Plus to standardize all channels under the same technology, developed exclusively for the bus sector, and maintain control of its digital operation. In addition to offering greater benefits to its travelers, and receiving constant support from the Reservamos SaaS team.

The same experience wherever you are

The biggest challenge for Primera Plus was to offer the same level of purchasing experience both on its website and on the mobile app. In addition, to have the technology that would allow the app to be ranked among the best rated in the industry, both in Android and iOS operating systems.

The Reservamos SaaS team focused on offering the same functionalities, to make the shopping experience for travelers easier, more dynamic, and more flexible. In this way, it was possible to build an omnichannel strategy that allowed the bus line to maintain effective and unique communication with its traveler, through all available platforms.

Starting with the optimization of the shopping experience, the Primera Plus Marketing team focused its communication efforts on promoting the download of the mobile app and thus directing traffic from the website to the app. The performance of the app created by Reservamos SaaS generated an average growth of 70% in apps downloaded for iOS and 35% for Android.

The challenge of connecting with digital travelers

In just two years, Primera Plus went from having an app with a 3.5 rating in app stores to reaching 79% of users who rated the version of the app developed by Reservamos SaaS with five stars. In addition, the recurrence of visits and purchases by the same user over time has been greater through the app; since on average they have more than 100% retention than any other digital channel.

Through the implementation of Reservamos SaaS tools and solutions, the Primera Plus app started with a 26% conversion rate, and as it spread among travelers, it reached a 52% conversion rate.

From the beginning, Primera Plus’s strategy has been focused on taking its traveler to a flexible, dynamic purchasing experience. 

Through technology capable of adapting to their needs, and above all, simplifying processes to give them what the traveler needs so much, the time to enjoy their trip.

Reservamos SaaS is that ally, which helps bus lines to transform the purchasing experience, make it easier and solve travelers’ lives, from the moment they start their search until the end of their trip.

Contact us at [email protected], and let your bus company be part of this digital transformation.

ETN Turistar increased +63% their online sales… in only 3 months!

ETN Turistar increased +63% their online sales… in only 3 months!

Digital channels adapted to travelers

Before boarding a bus, digital travelers start a search to choose their destination, and compare prices, routes, and schedules, to make sure they select the best option available. According to a study conducted by Comscore, in Mexico alone, 48% of users browse travel sites, and 79% of searches are made through mobile phones.

Anticipating that online search and guaranteeing a suitable, flexible, and dynamic purchasing experience can be the difference between winning or losing a passenger.

But, how to ensure the digital presence of your bus line? In addition to having an eCommerce, it is essential to know the needs of the digital traveler to adopt a solution that is capable of solving them at the right time.

The bridge to connect with digital travelers

ETN Turistar, a Mexican luxury bus line, focused on passenger transportation, parcels, and light messaging, with more than 70 destinations distributed in 23 states of the Mexican Republic, had the challenge of promoting its online channel and connecting with digital travelers, in a more effective way.

Before implementing Reservamos SaaS solutions, ETN Turistar had an eCommerce with low conversion, only 5 out of 100 travelers made a purchase online. In addition, the acceptance of payments through bank cards was at 50%.

Part of providing the most appropriate solution was understanding the frictions in the purchase process, to improve them and ensure an optimal and effective experience for users.

Dynamic eCommerce 

The first step was to implement an A/B Test to understand the performance of the brand’s standard sales funnels against the Reservamos SaaS eCommerce solution. That made it possible to comprehend and detect user friction during the shopping experience.

While the standard channel showed a low conversion from visit to purchase, and friction in the acceptance of card payments, the eCommerce designed by Reservamos SaaS showed an increase in revenue of +63%.

Based on the results, it was possible to understand the obstacles travelers faced when making an online purchase, and create strategies to increase conversion.

In addition, the constant accompaniment by the Reservamos SaaS team made it possible to implement improvements in different areas. From marketing actions: how to optimize the purchase process, and send personalized messages to travelers; to the implementation of repurchase processes; and monitoring of the execution and performance of the strategy.

From this, the Reservamos SaaS eCommerce registered:

  • 75% Payment acceptance with bank cards.
  • 57% Improvement in the purchasing experience.
  • +27% Increase in transactions and sales.

Through a digital channel that provides an easy, secure, and dynamic purchasing experience, it is possible to grow online and not just at the box office. Since its implementation, ETN Turistar eCommerce has gained more and more strength among its users.

Outlining the path to innovation is possible with experts’ help. With Reservamos SaaS technology, it is easier for you to connect with digital travelers and anticipate their needs, with an assertive, agile, competitive, and friendly service. Contact us to learn more about our technological infrastructure: [email protected]

How Reservamos SaaS technology helps bus companies?

How Reservamos SaaS technology helps bus companies?

Discover the technological infrastructure created to boost your bus company.

Reservamos SaaS was born from the opportunity to provide bus companies with optimized technology to promote and sell their tickets; through a dynamic, safe, and effective eCommerce strengthened with tools and solutions that adapt to the needs of digital travelers. Reservamos SaaS is the technological infrastructure bus lines need to boost online ticket sales with a global impact. In this way, Reservamos SaaS solutions lead the transformation of the bus sector towards ticket office digitization.

But how did it all start?

Reservamos’ journey began under the vision of its founders Sebastián Gómez, Andrés Sucre, and Adrián Cuadros, who from the beginning has proposed to transform how bus tickets are sold and adapt this sector to the new digital travelers’ needs.

The adventure began after realizing that while the lines at the ticket offices of the bus terminals were endless and it became increasingly difficult to buy a bus ticket, the digital channels of these companies were little used. Besides that many bus companies had made heavy investments in developing digital channels internally without achieving the desired objectives.

That is how they decided to become the provider of travel technology, which today helps bus companies obtain better results and achieve smarter sales through solutions that drive the sector’s growth.

The path to innovation

The Reservamos SaaS team designed the platform to be the digital ecosystem of any bus line. The Reservamos SaaS technology allows bus lines to configure the different features, tools, and integrations to boost their business growth according to the needs of digital travelers and the personality of each bus line.

The benefits of having Reservamos SaaS technology are:

  • Turn the brand’s eCommerce into its best version by transforming its digital channel to position it as the company’s biggest revenue engine.
  • Provide technology and work teams that support the development of a new eCommerce with support and advice at no cost.
  • Reduce the sales costs of a physical box office through digital channel growth.

Technological infrastructure


Reservamos SaaS provides an effective eCommerce platform that helps strengthen the digital channel, increase sales, and reduce costs while allowing bus companies to understand the needs and behavior of digital travelers.

Reservamos SaaS eCommerce is a dynamic, personalized, and efficient platform for buying and selling tickets online. It has the best anti-fraud system in the industry, with average levels of 0.3% and a +80% payment acceptance rate. In addition to providing relevant metrics and data on traveler behavior and marketing tools helping brands to promote themselves and have more efficient online campaigns.


Creation of apps available on iOS and Android, and their constant updating to guarantee optimal operation according to the needs of digital travelers. Reservamos SaaS also offers a product with a rating of more than 4.5 stars in digital stores and a friendly and efficient purchasing experience, which increases the level of downloads.


It is the first Revenue Management solution with data science designed for the bus sector. It allows you to offer the right price at the right time. And it helps create pricing strategies based on booking history, traveler behavior, competition, seasonality, purchase anticipation, and occupancy.

Competitor Monitor

It is a web tool that allows bus line profiles such as price analysts, data analysts, operations managers, and sales managers, among others, to visualize the behavior of the market and have an overview regarding the price offer. This module is part of BrainPROS, the first dynamic pricing solution created by Reservamos SaaS, customized for the bus sector. The Competitor Monitor optimizes the public market data analysis, through technology used in other sectors, such as the airline industry.

The main objective of the Competitor Monitor is to empower bus lines so that they can boost the effectiveness of their strategy according to market behavior. Through this technology, bus lines have updated and automatic information on the routes and prices of their markets at their fingertips.

The Reservamos SaaS team accompanies the management and development of each project, providing support for operational issues, and providing advice on the implementation of each solution, to ensure a positive impact on the conversion and revenue of the eCommerce, through a greater and better connection between the digital traveler and the bus lines.

Towards the digitization of the box office

Reservamos SaaS has offered powerful solutions, ranging from eCommerce for the reservation and sale of tickets on the web, mobile web, and apps to developing and operating a dynamic pricing strategy with its revenue management, and even a system to analyze the market performance. Through the constant development and application of new technologies focused on the experience of digital travelers, understanding of consumption habits, and the development and management of a marketing strategy according to digital travelers’ needs.

Today, Reservamos SaaS provides technology to the most important land passenger transport brands in Mexico, the United States of America, and Colombia, such as Primera Plus, ETN-Turistar, Autovías, La Línea, Pegasso, Sur de Jalisco, Roll & Bits, Península, ATN, Fypsa, Expreso Brasilia, and Rápido Ochoa. And it continues with its vision of expanding its market throughout the world.

Connecting with the digital traveler and boosting your digital sales channel is possible with the right technology and support. At Reservamos SaaS, innovation is our engine, and we accompany bus companies toward their online growth.

Let your bus company be part of this digital transformation. We are innovation speed!

The impact of creating safe purchases for travelers

The impact of creating safe purchases for travelers

eCommerce frauds result in more chargebacks and less safe purchases.

Sometimes, there is an irrational fear of sharing sales history when hiring a payment gateway and/or new service provider, leading to a loss of opportunities for improvement, safe purchases and growth; driving an increase in fraud if the rules and parameters of the business rate improperly calculated. — Pamela López, Payments Manager.

The value of Reservamos SaaS in payments outlines in its extensive experience and the use of different control and measurement tools for payment attempts. Each industry, sector, and company presents distinct challenges, so it is necessary to know and create unique rules for each season and type of service to secure safe purchases.

  1. The needs, such as processors and anti-fraud systems, may be different. Evaluating possible scenarios and sales history will help adapt the parameters and tools needed. 
  2. We monitor the acceptance rate, fraud level, user behavior, and changes in the market.
  3. We use machine learning tools as the first review filter and payment processors or aggregators to transact. Sometimes two step-verification when applicable, as long as it does not limit or harm the conversion rate.

There are some concepts and required procedures you need to know if your bus company has an eCommerce platform: 

Chargebacks, what are they, and which are the most frequent?

eCommerce frauds result in more chargebacks. A chargeback is a process where a buyer communicates with the card issuer to unaware a transaction or reporte a problem in search of paying compensation.

There are several types and scenarios of chargebacks. They are usually fraudulent or friendly, for example:

  • The cardholder does not recognize the transaction (fraud).
  • The cardholder did not authorize the transaction.
  • The consumer did not receive the goods or services they purchased.
  • The consumer claims that the goods or services do not match the offer.

How payment acceptance impacts sales?

Payment acceptance measures the proportion of purchases accepted in respect of payment attempts.

  • Unique payment attempts / Completed purchases = Acceptance rate %

The acceptance level depends on the market and the payment method to be measured. According to information shared by Visa in March 2021, the general acceptance in the payment sector in LATAM was 56%, Mexico was 48%, and Colombia was 49%.

Reservamos SaaS offers a high impact in increasing the acceptance rate and a low volume of fraud.

Many companies make the serious mistake of limiting or lowering their payment acceptance rate because they have 0% fraud. It not only limits their potential for sales growth but denies or blocks a service to users who may not be fraudulent. — Fernando Aguilera, Head of Sales & Expansion.

Understanding the process.

Market and current behavior.

2020 was an atypical year for eCommerce due to restrictions. Goods and services purchases through online platforms increased by +30% globally. As a result, besides boosting the market, the digital market also changed consumer behavior:

  1. The purchase frequency becomes difficult to predict. The consumer takes short-term actions to avoid complicated scenarios.
  2. Buyers use new payment options and registration.
  3. Users search for destinations that were not so attractive before.

In this new market, fraud increased considerably, along with the theft and testing of bank databases, for which it became essential to prioritize specific fields.

The challenges for the coming years are: to adapt and implement new analysis techniques due to the fact that consumer behavior is now more complex and changing. At Reservamos SaaS, we are always looking to implement new tools and parameters that minimize the percentage of chargebacks and increase the rate of payments acceptance to reduce a company’s losses and increase its income.

Do you also want to ensure safe online purchases for your travelers and increase the conversion at your eCommerce? Contact us at: [email protected]