You have two solid options for getting from Viru Viru to Santa Cruz: the official taxi counter or a pre-booked private transfer. Here is how they compare.
Pricing
The official taxi counter charges 80-120 BOB ($11-17 USD) for most city center destinations. A pre-booked transfer runs $15-25 USD. The difference is $4-8 at most. For budget travelers, the taxi counter is marginally cheaper. For anyone else, the cost difference is negligible.
The pickup process
With the taxi counter, you queue briefly, state your destination, pay the fare, receive a ticket, and walk outside to your assigned vehicle. The process is organized and takes about 5 minutes.
With a pre-booked transfer, your driver is already in the arrivals hall with your name on a sign when you exit customs. You walk to the driver, they take your bags, and you are on your way. No counter, no queue, no transaction at the airport.
Vehicle quality
Taxi counter vehicles are generally older sedans. They are functional and air-conditioned (usually), but do not expect anything luxurious. The quality varies from acceptable to worn. Pre-booked transfer vehicles tend to be newer and better maintained. If vehicle comfort matters to you, the transfer is the better bet.
Safety
Both options are safe. The official taxi counter registers vehicles and tracks fares, which provides accountability. Pre-booked transfers come with a booking confirmation, driver details, and a company behind the service. Both are significantly safer than accepting a ride from an unregistered driver outside the terminal.
Language
Taxi drivers at VVI primarily speak Spanish. If you do not speak Spanish, communicating your destination can be a challenge, especially if your hotel is not well-known. Having the hotel name and address written down helps. Pre-booked transfer drivers already have your destination on file, which removes the language barrier from the equation.
Late arrivals and reliability
The taxi counter operates for scheduled flights, but availability after midnight becomes uncertain. A pre-booked driver tracks your flight and adjusts for delays. For late arrivals, the transfer wins on reliability.
Verdict
The official taxi counter at VVI is a well-run system and a perfectly fine option for travelers who are comfortable in South American airports and speak some Spanish. A pre-booked transfer is better for first-time visitors, families, late arrivals, and anyone who values having everything arranged before they land. The cost difference is too small to be a deciding factor.