By consolidating their commercial operations with a smaller set of systems providers, intercity bus operators have the opportunity to improve efficiency, increase revenue, and deliver a better, more consistent passenger experience across all networks.
This sponsored content was created in partnership with a Skift partner.
Intercity bus travel has long been one of the most flexible, safe, and sustainable modes of transportation. In many parts of the world, especially rural and remote areas, it is the only option. And increasingly, service levels and passenger comfort are catching up with other types of long-distance transportation.
So why is this important industry still stuck in the slow lane when it comes to innovation? Despite clear opportunities to claim a larger piece of the $1.6 trillion global travel market, the intercity bus industry remains constrained by its outdated approach to commercial technology.
And it’s not just about booking platforms. This tech gap spans the entire commercial system architecture—from how services are designed and priced to how they’re marketed, distributed, and experienced by passengers.
According to Skift Research, around 82% of travelers plan and book their journeys online. Yet globally, only about 15% of intercity bus inventory is digitized. “This disconnect is always top of mind at our company,” said Mike Van Horn, vice president at The Busbud Group.
“Until recently, most intercity bus operators either built their own commercial systems or patched together standalone off-the-shelf tools—often with manual workarounds and aging web services,” Van Horn explained. “In today’s fast-moving, automated landscape, that’s no longer sufficient.”
Part of the issue is financial. Intercity bus companies don’t have the same resources to invest in software as airlines or hotel chains.
“Although their networks may be larger and more complex to manage, bus companies typically operate with lower average ticket prices,” Van Horn said. “That means less margin to reinvest in the kind of technology infrastructure modern travelers expect.”
That resource gap has traditionally left software providers less incentivized to develop customized, affordable solutions or vertical software-as-a-service (SaaS) for the intercity bus sector. The result? Travelers end up booking elsewhere—often with digital-first bus companies or other modes of transport.
The status quo may finally be shifting. According to Van Horn, the industry is approaching an inflection point. A new generation of software companies—Busbud among them—is stepping up with end-to-end commercial systems built specifically for intercity bus operators. These platforms are now more affordable for bus operators, partly because they can consolidate more of their spend with a single provider.
This is more than a technology upgrade. It’s an adaptation to a “survive, then thrive” strategy.
“With the rise of asset-light, tech-first disruptors entering the intercity space, traditional operators can no longer afford to drag their heels,” said Van Horn. “What we’re seeing now is that by consolidating systems—booking, pricing, communications, all things commercial—operators can not only update their business but also actually reduce their total cost of ownership for commercial systems.”
Van Horn cited two high-impact examples, illustrating how operators can perform two key functions from opposite ends of the commercial business process spectrum within the same commercial software:
Modernize the traveler experience: Today’s travelers expect more than just a ticket—they expect a fully digital experience. Think real-time WhatsApp updates, automatic seat reassignments when a bus is switched, and compensation for disruptions—all delivered seamlessly from one system.
Drive revenue with smart pricing: Integrated commercial stacks also open powerful revenue capabilities. Bus operators can start with basic strategies—like tiered pricing based on advance purchase windows—and scale up to full dynamic pricing and AI-driven revenue management as their pricing sophistication grows. “It’s about doing more with less,” Van Horn said. “Set it and forget it, then reinvest the gains to compete better.”
With the right partner, bus companies can now access commercial capabilities once reserved for big-budget airlines without breaking the bank. That’s why The Busbud Group has spent the last three years building what it calls the leading intercity bus commercial platform, bundling key digital tools under one strategic umbrella.
The bottom line: DO-IT-YOURSELF (DIY) tech and patched-together point solutions are no longer necessary.
Though his company is at the forefront of this evolution, Van Horn was quick to note it’s not just about Busbud. “There are many innovative software companies in the space now,” he said. “No matter who you work with, the key is to act before someone else wins in your market.”
The bus industry has historically lagged behind aviation and hospitality when it comes to industry-wide digitization and a modernized customer experience. But with commercial technology finally catching up—and becoming more accessible—the pieces are in place for intercity bus to claim its share of the global travel spotlight.
Whether the intercity bus industry embraces this new digital model will be one of the defining stories in ground transportation—and travel more broadly—over the next few years.