Incorporating cutting-edge technology, Trailways Transportation System, one of North America’s oldest motorcoach companies, is redefining itself as a digital-first ground transportation provider. Founded in 1936, the company invested several million dollars into its e-commerce platform during the COVID-19 pandemic to transform the passenger experience and cement its role within the industry.
Trailways has a long-standing history of connecting communities. Still, as Trailways.com President Alex Berardi notes, it wasn’t immune to some of the same challenges facing legacy companies looking to digitize their product offerings. “The power of Trailways’ brand recognition was decreasing—partly due to our consumer-facing products and their inability to meet consumers where they are today,” reflects Berardi. Faced with this challenge, the Trailways Board of Directors worked to establish a new path forward. In 2019, the company created a digital division tasked with building a robust consumer-friendly platform that made sense for operators, too.
Tabor Wells, a seasoned digital leader with experience at Tripadvisor and Wanderu, now heads technical innovation at Trailways. “Our Chief Technology Officer, Tabor Wells, and our entire team have decades of experience in ground transportation. They are laser-like and focused on the consumer without losing track of the important role each operator plays,” says Berardi.
“In a sea of unauthentic aggregators and brokers, I’m proud to see a carrier-owned and operated company like Trailways investing in everything it takes to generate the sales we all need for tomorrow. Operators can trust that Trailways is making the necessary investments to reach tomorrow’s consumers.”—Alex Berardi, President, Trailways.com
Meanwhile, digital marketing and branding have reached new heights under the direction of the company’s Digital Marketing Director, Riley Gray. “All of this digital growth,” says Berardi, “hinges on the unique expertise of our technical and marketing teams, which work across New York, India, and Uruguay to develop and maintain our range of customer-centric products.”
Trailways’ digital offerings prioritize user convenience and transparency. Its accessible website now features carrier ratings and trip insurance, enhancing customer decision-making and trip security. Additionally, Trailways developed customer service management software that allows staff to access a customer’s entire service and purchase history with one click. Berardi highlights that Trailways’ backend systems—powered by industry stalwarts like Salesforce, TransCor, and Snowflake—make reporting for internal and external stakeholders more efficient and insightful.
Looking ahead, the storied brand is growing its sales reach through new partnerships and technological integrations, making it easier for passengers to find convenient, eco-friendly travel options. “Right now, we’re preparing to enter the second phase of a collaboration with Google, which will display the most eco-friendly transportation options to consumers alongside flights,” says Berardi. This partnership will help bring visibility to motorcoach travel—one of the most sustainable forms of ground transportation—and aligns with Trailways’ mission to deliver accessible, affordable, and environmentally friendly travel options.
The year 2025 aims to be pivotal for Trailways’ group travel division, slated for major enhancement. Through an improved partnership with charter software platform Busie, Trailways plans to streamline charter booking by enabling instant quoting and booking options in the cities it serves across North America.
In order to fulfill the services that it sells, Trailways has introduced tiered membership levels for carriers of every shape and size, allowing a broader array of operators to join the Trailways network and benefit from its digital reach.
Trailways’ commitment to digital innovation strengthens its brand and enhances the passenger experience, making travel more accessible, connected, and eco-conscious. As a historic company with an eye toward the future, Trailways exemplifies how technology can enrich community connections across North America.
Discover how some of ABA’s other technology partners are enhancing group travel in “Understanding ABA’s Technology Solutions Partners” featured in the Express Way column of the January/February issue of Destinations magazine.
Alex Berardi is president of Trailways.com and Trailways.ca and also serves as director of Adirondack Transit Lines.
Photo credit: Trailways.
