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.
