Case study Customer success story: Big Bus drives digital strategy with APIs2 Big Bus is the world’s largest owner-operator of hop-on hop-off open-top sightseeing tours, with a global fleet of 400 buses in 19 cities, turning 5 million tourists into explorers every year. However, facing an ongoing decline in traditional “on-street” sales using paper vouchers, and market demand for online sales options, Big Bus had to dramatically transform its sales strategy and the customer experience. Opportunities for new sales channels included web and mobile app access, as well as an extensive partner network, but the company did not have a unified integration strategy to support all these channels. Data was locked in monolithic legacy systems, and the company had to establish disparate, ineffi

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