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Travelier: The B2B Backbone of Ground & Sea Travel
How 73 employees are digitalizing the fragmented world of bus and ferry bookings
Travelier isn't trying to be the next Booking.com for flights. Instead, they're quietly building the infrastructure for the most complex, fragmented sector of travel: ground and sea transportation. By white-labeling their tech stack, they're becoming the invisible engine powering thousands of bookings across the Middle East and beyond.
"They aren't selling tickets; they're selling the software that sells tickets, turning a chaotic local bus station into a digital, bookable product."
The B2B2C Model
Travelier operates primarily under the brand 'Bookaway,' but the real business is B2B. They provide a SaaS platform to local operators (bus companies, ferry lines) to digitize inventory, payments, and customer management. The consumer-facing site is likely just one of many white-label storefronts powered by their backend. This allows them to scale without the massive marketing spend of a consumer travel site.
The 'Undefined' Traffic Paradox
The data reveals a fascinating blind spot: 30% of their traffic comes from 'undefined' regions. This isn't a glitch; it's a feature of their model. When you power local operators in diverse markets (like Israel, Greece, or Southeast Asia), traffic attribution gets murky because users are booking through localized, operator-specific portals, not just the central domain. It signals a highly distributed, partner-led growth strategy.
The travel industry is obsessed with flights and hotels, leaving ground and sea transport as a digital backwater. This is Travelier's playground. The complexity of connecting disparate ferry and bus APIs is high, creating a defensive moat. While their direct traffic is modest, their revenue suggests they are capturing value through high-margin enterprise contracts rather than B2C volume.
- Tech Stack: Built on WordPress and PHP, suggesting a focus on rapid deployment and customization for partners over a monolithic, custom-built core.
- Leadership: Led by Noam Toister and Omer Chehmer, the team is lean (73 heads) for a $16.9M revenue operation—a sign of high efficiency.
- Social Presence: Active on TikTok and YouTube under 'Bookaway,' targeting younger travelers with destination guides, not just transactional booking flows.
The Infrastructure Play
Travelier proves that in travel, owning the booking engine for 'boring' transport is more lucrative than owning the flashy consumer brand.
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Digitalizing ground & sea transportation
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About travelier.com
Digitalizing ground & sea transportation
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Technology Stack
travelier.com uses 9 technologies across their website including PHP, WordPress, Cloudflare, and more.
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PHP
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Cloudflare
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Bootstrap, Tailwind CSS
Traffic & Audience
travelier.com receives approximately 6.0K monthly visitors and ranks #3,281,285 globally. The website has a bounce rate of 39% with visitors viewing an average of 1.7 pages per visit. Users spend an average of 0:24 on the site.
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