Why Digital Transformation in Ground Transportation Can No Longer Wait

by Beatriz Ladrón | Jun 11, 2025 | Bus evolution

Sebastián Gómez, Director at Reserhub, shares why owning the digital channel is key to leading transformation in ground transportation.

Ground transportation in Latin America moves more than 13 times the volume of passengers compared to the airline industry; however, investment in technology and digitalization has been minimal compared to this and other sectors. With a landscape where travelers demand digital experiences that are much more tailored to their needs and business models that drive innovation in the sector, bus companies need to accelerate their digital transformation to stay competitive.

In the most recent episode of the podcast Experts in Motion, Sebastián Gómez, Director of Reserhub, explained why digital transformation has stopped being a future option and has become an immediate necessity for passenger ground transportation companies.

Competitive Advantage Comes from Adopting a Digital Operating Model

For years, buying a bus ticket meant going to the terminal, waiting in line at the ticket window, and relying on whatever information was available at the moment. Meanwhile, other sectors were advancing with digital solutions that made everything faster, easier, and more accessible.

“When we started with Reserhub in Mexico, less than 3% of sales were digital. Today, we see ranges from 20% to 50%,” says Sebastián Gómez. Even so, this progress, although significant, has not kept pace with the needs of an industry that moves millions of people every day.

Contrary to what many think, the main obstacle to digitalization is not the lack of technology but the fear of change. Companies in the sector face the challenge of breaking decades of operational status quo.

A clear example of this can be found in Colombia, where there is a pattern of last-minute discounts at ticket counters. This practice creates a vicious cycle: passengers avoid buying online, hoping for better prices at the window, while companies lose the ability to forecast demand and optimize their services.

The Three Major Challenges of Digitalization

1. Fragmented Infrastructure

Bus companies have built their technology incrementally, resulting in multiple systems that don’t communicate with each other. It’s common to find companies with a solution for travel agencies completely disconnected from their ecommerce platform.

2. Dependence on Third-Party Channels

Many companies still heavily rely on intermediaries to generate sales, which negatively impacts their profitability due to high commissions and, more importantly, cuts off their direct relationship with the traveler.

3. Underestimating the Digital Passenger

Some companies still believe their passengers aren’t ready for digitalization. However, the success of platforms like Mercado Libre, Uber, and DiDi in the region shows how mature consumers have become, willing to make their purchases through digital channels.

Signs of Change

Passengers have already changed: They buy online, demand seamless digital experiences, and expect the same level of service they receive in other industries.

A New Generation of Leaders: We’re seeing a generation of managers who understand the power of data and technology to streamline operations, generate more revenue, and differentiate themselves from the competition.

Tangible Results: Companies like Cruz del Sur in Peru have managed to increase their conversion by 20% simply by optimizing their ecommerce platform, resulting in thousands of additional purchases per year.

The Formula for Digital Success

For companies ready to leap, Sebastián Gómez identifies three elements that must work in perfect sync:

1. Assertive Communication with the Customer

The digital channel should be the space where the relationship with the passenger lives. No customers, no business.

2. Cutting-Edge Digital Commerce Technology

This includes intelligent search engines, advanced analytics, and AI-based personalization. Personalization is no longer optional; it’s a key requirement to increase competitiveness.

3. Robust Data Infrastructure

Data must be leveraged to deliver better experiences, dynamic pricing strategies, and smarter operational decisions.

Competing in the New Mobility Landscape

The land transportation industry is at a critical turning point. Low-cost airlines are applying pressure with aggressive pricing strategies, and ride-sharing platforms continue to gain ground. At the same time, new business models are emerging that, without operating their fleets, connect passengers with independent operators through technology, data, and a 100% digital experience. These players are redefining the rules of the game and setting the pace for a transformation that is rapidly advancing.

In this context, digital transformation is not just about adopting technology; it’s about completely reinventing the business model. Companies that understand they must compete on experience, relationships, and efficiency, not just price, will be the ones to succeed in the digital environment.

The Digital Channel as a Driver of Innovation

Controlling the direct digital channel is fundamental to leading innovation in land transportation. Sebastián Gómez puts it well: “If you don’t control your direct channel, you’re giving up control of your business.” This message serves as a warning for an industry facing growing competition and increasing demand from travelers for speed and ease.

For those who don’t yet know where to start, the key is to find experienced partners who can support and guide the digital transformation. This process is complex and requires both technical knowledge and a deep understanding of the market and passenger needs.

The future of land transportation is digital, efficient, and centered on user experience. Companies have a unique opportunity to positively impact millions of people—but only if they act quickly. It’s no longer about whether to digitize, but how fast they can do it before it’s too late.

Strategic Lessons from Leaders in Ground Transportation

by Beatriz Ladrón | May 16, 2025 | Bus evolution

What happens when experience, technology, and strategic vision align? At the NEXT 2025 event | Where everything comes together, organized by Reserhub, leaders from Latin America’s passenger ground transportation sector shared how they are building the industry’s future. This blog gathers the most valuable lessons from that gathering, showcasing how the industry is shifting from traditional operations to a new digital-first era—more agile, intelligent, and connected.

Latin America’s passenger ground transportation sector is undergoing a deep transformation, driven by digitalization and a focus on personalizing the traveler’s online purchasing experience. This shift goes far beyond simply migrating to online platforms — it represents a strategic evolution in how the business is understood and operated, historically centered on ticket counter sales.

Today, the convergence of technology, data, and customer experience redefines how companies operate and compete.

At the event NEXT 2025 | Where everything comes together, organized by Reserhub in March in Mexico City, we spoke with the leaders driving this evolution to understand where the sector is headed and how to prepare for that future. Drawing from the experiences of leading companies in the region, such as Berlinas del Fonce and Rápido Ochoa from Colombia, Roll&Bits, Smile Bus, Grupo IAMSA, Flecha Amarilla from Mexico, and Cruz del Sur from Peru, we gathered a series of valuable insights that go far beyond technology implementation.

1. Digitalization as a strategic lever, not just a tool:

Digital sales have shifted from being a secondary channel to becoming the core of operations. Companies like Rápido Ochoa understood that survival and growth required a strong bet on digital. However, the key lesson is not just about being online, but about embedding digitalization at the heart of the business, as seen with Berlinas del Fonce. Their dependency on third parties for critical elements like the checkout limited their agility and ability to adapt. Finding partners with a technology-first DNA, like Reserhub, becomes essential not only for implementing but for evolving at the pace the market and users demand.

2. The power of structured information for smarter decisions:

In a sector traditionally driven by experience, data is paving the way for more strategic decision-making. Berlinas del Fonce exemplifies this transition by moving from scattered information to centralized platforms with visual dashboards. This transformation not only improves the digital strategy but also enables the identification of opportunities and the implementation of data-driven adjustments.

This strategic impact can be seen across all levels of the organization, as shown by Flecha Amarilla’s experience. With centralized, reliable, and accessible information, the company has seen tangible operational benefits, from the executive level to day-to-day execution. Advanced analytics and AI enable the anticipation of needs and the personalization of offerings in ground transportation, signaling increasing digital maturity in the sector. This strategic transition is redefining how decisions are made.

3. The direct channel as the core of strategy and customer connection:

Strengthening the direct sales channel — whether through the website or branded apps — has become a key factor in staying competitive. It’s more than just a matter of cost or margin; it’s a channel that allows direct contact with the customer, greater control over the user experience, the brand strategy, data management, and the ability to quickly respond to market changes.

In companies like Berlinas del Fonce and Rápido Ochoa, the direct channel is at the heart of the commercial strategy, while the relationship with OTAs or third parties remains complementary. This setup requires a commitment to offering a superior, reliable experience that strengthens long-term customer relationships.

4. Customer experience as the engine of conversion and loyalty:

Digitalization opens up a range of possibilities for improving customer experience. Features like optimized conversion funnels and the use of AI reduce friction in the purchasing process and increase conversion rates. But beyond sales metrics, the focus is on creating an experience that supports the traveler throughout their journey, from search to travel.

For fully digital companies like Roll&Bits or newer brands like Smile Bus, constant user feedback drives business focus and technology development, proving that user-centricity is a foundational pillar from day one. This approach also helps build loyalty and stand out in a market that demands immediacy and simplicity.

5. Strategic partnerships as capability multipliers:

The complexity of digital transformation requires focus and specialization. Leading ground transportation companies in Latin America agree on the importance of relying on experienced tech partners so they can free up internal resources and focus on their core business — transportation operations.

This relationship goes beyond a typical client-vendor model, evolving into a strategic collaboration where the partner understands the business and contributes value to the definition of new strategies.

Close collaboration between internal teams and tech partners becomes an invaluable asset to test, iterate, and scale solutions with agility. Agile methodologies and ongoing experimentation allow companies like Flecha Amarilla to balance operational stability with innovation, accelerating positive impact on both results and user experience.

6. Adaptability and global vision in a changing market:

The industry does not operate in a vacuum. Sharing and learning from the different challenges faced by countries like Mexico, Colombia, Peru, Brazil, and others in Latin America helps build a broader vision.

Incorporating global practices, technologies, and strategies — and adapting them to local realities — is a key competitive advantage. Rápido Ochoa emphasizes how working with a technology partner helped them access lessons from international markets, expanding their perspective and strengthening their position in Latin America.

The ability to adapt to a competitive environment, including the arrival of disruptive digital models and the adoption of a digital-first mindset, as seen in Smile Bus and Roll&Bits, is crucial for long-term sustainability.

7. Technology as an enabler of sustainability:

Digitalization not only impacts efficiency and profitability but also serves as a tool for sustainability. For example, Primera Plus integrated an option to offset carbon emissions during the purchasing process, showing how digital strategy can align with new social and environmental demands.

This approach not only meets the expectations of more conscious users but also positions companies as responsible leaders prepared for future challenges.

The future of transportation is built on data, technology, and strategic vision

Leaders in the ground transportation sector are proving that digital evolution is far more than a trend — it’s a strategic redefinition of the business.

Digitizing operations, leveraging data, improving customer experience, and building flexible, scalable tech ecosystems are essential to compete in an increasingly demanding and dynamic environment.

This transformation is not only technological, but also cultural and strategic. The lessons shared highlight the importance of having an integrated vision, collaborating with experienced tech partners, focusing on the customer, and constantly adapting to navigate a future where technology drives movement.

The key lies in shifting from instinct to data-driven intelligence, from vendor to strategic ally, and from traditional operations to a digital-first model that empowers each company’s digital sales channels, ensuring a more connected future for ground transportation in the region.

FAQs about Reserhub

by Beatriz Ladrón | Mar 28, 2025 | Bus evolution

We tell you who we are and what our value proposition is as a technology ecosystem that aims to be an ally for bus companies, ensuring their digital success.

Reserhub is a technology ecosystem that is revolutionizing sales channels. We cover everything from optimizing online sales channels to comprehensive revenue and operations management, facilitating a complete and adequate digital evolution.

We provide customizable technology platforms that increase revenue, streamline operations, and deliver real-time insights, allowing bus companies to stand out in their digital sales channels and enhance operational efficiency.

2. Is the company Mexican?

We are a Mexican company founded in 2014 by Sebastián Gómez, Andrés Sucre, and Adrián Cuadros, who set out to transform the way tickets are sold online and adapt various industries to users’ new needs. But they haven’t done it alone— they are supported by a Board of Advisors, experts in sectors such as tourism, technology, and business.

3. Who are the founders?

Sebastián Gómez
Originally from Colombia, Sebastián Gómez is the co-founder and Director of Reserhub. He began his career in New York as a Strategy Consultant at Accenture and later as an early team member at Linio Mexico. Together with his co-founder, Andrés Sucre, he completed an MBA at the Massachusetts Institute of Technology (MIT Sloan School of Management). His vision has led him to spearhead Reserhub’s expansion efforts into Latin America.

Andrés Sucre
Originally from Caracas, Venezuela, Andrés Sucre is the co-founder and CEO of Reserhub. Andrés holds an MBA from the Massachusetts Institute of Technology (MIT Sloan School of Management). Since the founding of Reserhub, his mission has been to strengthen the digitalization of the bus sector, ensuring that ticket sales happen online. In addition to his career as an entrepreneur and business leader, Andrés has extensive experience in finance. In 2011, he worked at Deutsche Bank and currently serves as an Independent Advisor at HSBC.

Adrián Cuadros

Originally from Cochabamba, Bolivia, Adrián Cuadros is the co-founder and Chief Product Officer of Reserhub. Adrián leads innovation and technology development initiatives at Reserhub. He also has extensive experience in creating web and mobile products, building software teams, and managing projects.

Meet our leadership team in areas such as Sales, Expansion, Finance, Technology, Product, Marketing, Customer Success, and People [here].

4. Where are your offices located?

Our offices are in Mexico, but our team is globally distributed. We have more than 100 members located in cities such as Mexico City, Monterrey, and Mérida, as well as in other countries such as Colombia, Brazil, Paraguay, and Spain, among others. We believe that talent has no borders, and we are always looking for the best collaborators to continue driving the digital evolution of our partner companies.

5.What problem do you solve?

At Reserhub, we address the challenge of digital evolution in the online ticket sales industry by providing advanced technology that drives growth and innovation. Our mission is to empower companies by combining technology and data intelligence, giving them full control over their sales channels. We enhance their digital evolution, boost operational efficiency, and create unique customer experiences.

We stand out by leveraging advanced data analysis, user-centered design, and agile development to offer dynamic and versatile solutions designed to maximize revenue, optimize operations, and provide real-time insights.

Through our technology ecosystem, we aim to revolutionize the transportation industry and help our partners achieve exponential growth and operational efficiency like never before.

6. Where do you operate?

We primarily focus on the passenger ground transportation sector. In this industry, we collaborate with leading companies in Mexico, Colombia, Peru, Chile, Brazil, and Argentina, which have implemented our technology to enhance their operations.

7. How are you different from an OTA?

In the passenger ground transportation sector, we differentiate ourselves from an OTA or marketplace by acting as a technology ally. Through our solutions, we help companies maintain full control of their business by optimizing their own digital sales channels and revenue and operations management. This way, companies retain ownership of their data and processes, ensuring greater autonomy and customization in their digital strategy.

8. What is Reserhub’s value proposition?

At Reserhub, we offer specialized solutions that address the innovation and market needs of companies in an agile and efficient manner. Our technology ecosystem stands out for its high degree of specialization, with tools, software, and human talent that precisely tackle and resolve digital challenges.

Our technology roadmap is aligned with the latest market innovations and trends, allowing us to anticipate the needs of our partner companies and continuously provide solutions that drive digital evolution. Additionally, our competitive pricing model not only helps reduce costs for companies but also ensures high levels of customization and innovation, all under expert and specialized guidance.

Our objectives are:

1. Increase the revenue and digital sales of our partners through their direct channels.
2. Reduce sales and operational costs.
3. Simplify internal operational processes.
4. Offer a superior shopping experience for users.

We are committed to ensuring our partners’ control and digital success by providing a differentiated, high-quality service that guarantees higher profits and continuous growth.

9. What is your business model?

Our business model focuses on boosting sales through bus companies’ direct channels while maintaining a pricing approach that ensures constant innovation. By upholding high innovation standards, we not only secure the growth and profitability of our partners but also encourage the continuous development of our own solutions. This approach allows Reserhub to offer advanced tools and functionalities that drive the success and expansion of our partners, creating a cycle of mutual growth.

Regarding revenue management for bus ticket sales, strengthening a company’s own online sales channels means that revenue goes directly into the brand’s accounts. This allows companies to have daily sales settlements, enabling them to align their financial strategy with their cash flow while also increasing profit margins.

10. Who are Reserhub’s clients?

In the passenger ground transportation sector, we collaborate with leading companies throughout Latin America.

Passenger Ground Transportation Sector

MEXICO

• Conecta GFA (Grupo Flecha Amarilla)

Grupo Flecha Amarilla is a Mexican company, founded in 1932, that specializes in offering mobility solutions throughout the central and western regions of the country. It has a presence in 14 Mexican states and operates in various sectors. Its brands include Primera Plus, Coordinados, and Unebus, as well as suburban, urban, special transportation, tourism, parcel, courier, and food services. The Mexican ground transportation company Roll&Bits, part of Grupo Flecha Amarilla, stands out for its 100% digital business model, operating without terminals and with boarding points in strategic locations in the cities. Roll&Bits offers special trips to mass events and tourist destinations in the central and western regions of the country.

• Grupo IAMSA

Grupo IAMSA is the holding company of passenger transportation companies such as ETN – Turistar Lujo, Costa Line and Amealcenses. In addition, IAMSA has made administrative synergies with Grupo GHO, owner of the Autovías, La Línea, Pegasso, and Sur de Jalisco brands, strengthening its presence in the sector. Grupo IAMSA’s units cover overland routes in the Central, Western, Northern, Northeastern, and most of the Pacific and Southern regions of Mexico. Mexican low-cost airline Viva is also part of IAMSA’s portfolio. Founded in 2006, Viva offers affordable fares and a wide network of domestic and international destinations.

BRAZIL

• Grupo Comporte

Grupo Comporte is a Brazilian business conglomerate that has established itself as one of the leaders in the transportation sector in Brazil. It operates approximately 50 transportation brands. It covers a wide range of services, from intercity passenger transport to cargo transport and tourism. Comporte has expanded its operations to 13 Brazilian states, reaching more than 700 cities, with a fleet exceeding 7.2K buses. It not only dominates on the ground but also in the air with the creation of the airline Gol Linhas Aéreas.

• wemobi

Launched in July 2020, it offers a fully digital mobility experience. With a focus on simplifying and transforming ground transportation in Brazil, wemobi’s proposal stands out for its 100% digital functionality, from ticket purchase to boarding and customer service, ensuring safety and lower costs. The company operates with a fleet of buses that connects more than 850 destinations throughout the country, providing varied routes and schedules, as well as different categories of comfort. In addition, it offers access to more than 550 destinations and 3K routes through its transportation partners, consolidating itself as a convenient and economical option for mobility in Brazil.

• Viação Catedral

Viação Catedral is one of the most respected road transport companies in Brazil, with regular interstate lines that operate strongly in 12 Brazilian states (São Paulo, Minas Gerais, Goiás, Tocantins, Bahia, Piauí, Ceará, Rio Grande do Norte, Paraíba, Pernambuco, Alagoas, Sergipe) plus the Federal District.

• Gontijo

Gontijo Transportes is a Brazilian ground passenger transportation company with 80 years of history. Headquartered in Belo Horizonte, Minas Gerais, Gontijo is part of a conglomerate that includes Nacional, Continental, and São Cristovão. After absorbing São Geraldo in 2015, it consolidated a fleet of +1.5K vehicles and more than 5M passengers transported annually. Gontijo operates an extensive network with 347 domestic lines and one international line to Paraguay, connecting cities such as Salvador and Asunción. 

• Satélite Norte

Satélite Norte is a ground transportation company in Brazil. Founded in 1996, the company has stood out for offering quality service with a modern fleet equipped to ensure the comfort and safety of its passengers. With extensive coverage in states such as Goiás, Mato Grosso, Tocantins, Maranhão, Pará, Piauí, and Ceará, Satélite Norte has established itself as a popular option for those seeking to travel in these regions.

• Expresso São Luiz

Expresso São Luiz is a Brazilian company headquartered in Goiânia, with more than 70 years of experience in the passenger ground transportation sector. It offers passenger transportation services on regular lines, as well as tourist charters and cargo and parcel transportation. Initially focused on the southwest of Goiás, today it operates in more than 100 destinations throughout Brazil. The company covers routes in Mato Grosso, Goiás, Distrito Federal, Bahia, Sergipe, Alagoas, Pernambuco, Minas Gerais, and São Paulo.

• Saritur

Saritur is a company that combines an entrepreneurial spirit with a strong commitment to tradition and modernity. Saritur began operating in January 1977, transporting employees of industries and service providers. In 1980, by a concession from the public authorities, it began operating long-distance intercity public passenger transport lines and, in 1990, urban passenger transport.

COLOMBIA

• Expreso Brasilia

This is a Colombian passenger ground transportation company with more than 60 years of experience in the market. It serves more than 150 towns and cities in the country and 5 international destinations. It covers the Colombian North Coast, the center of the country (Puerto Boyacá, Honda, Bogotá, Ibagué), the east (Cúcuta and Bucaramanga), the west (Medellín, La Apartada, and the south (Cali).

• Rápido Ochoa

Rápido Ochoa has a long history in the provision of passenger and parcel services. Founded in 1958, its routes connect the main cities of Colombia. In addition to passenger transportation, Rápido Ochoa also offers logistics services, thus expanding its portfolio of services.

• Berlinas del Fonce

Berlinas del Fonce is a Colombian ground transportation company, known for its route coverage in the country. Founded in 1954, the company offers passenger and parcel services, connecting important cities and tourist destinations in Colombia.

• Flota Magdalena

The land transportation company was founded in 1949. It specializes in connecting various regions of Colombia, especially on the Caribbean coast. In addition to passenger transportation, the company also provides parcel services, facilitating the shipment of packages to multiple destinations.

CHILE

• Turbus

Turbus is one of the largest and most recognized intercity passenger transportation companies in Chile. Based in Santiago and with interprovincial, international, and special services. It connects more than one hundred destinations between the cities of Arica and Puerto Montt, also reaching Mendoza in Argentina. In addition to passenger transportation, Turbus also offers parcel and cargo services, thus expanding its offer and adapting to the needs of its customers.

ARGENTINA

• Via Bariloche

Vía Bariloche is a long-distance passenger transportation company covering more than 100 destinations throughout the national territory.

With more than 25 years of experience and a coverage of more than 500 destinations throughout the country, Vía Bariloche is one of the leading bus lines in the country, as well as a benchmark of quality, safety,and excellence. 

Reserhub has established itself as a strategic ally for the digitization of the ground transportation sector in Latin America. Through our technological ecosystem, we drive the digital evolution of companies, optimizing their sales channels and operations. 

Our commitment is to continue innovating to offer efficient, flexible, and customized solutions, thus ensuring the sustainable growth of our partners.