It's generally good to match, but sometimes there are reasons to do something else.
A few exceptions I can think of off the top of my head:
1. Bass bows are slightly shorter than cello bows, and significantly heavier. In some cases, a cellist may cram a few extra notes into a single slur which would be very uncomfortable for a bass player.
2. The way the unison passage ends. For example, the celli need to quickly switch to pizzicato while the basses need to be at the tip for whatever reason. In such a case, the celli would need to end with an up bow, and the basses with a down bow.
3. If the bass section is mostly or entirely German-bow, there are some specific bowings (i.e. reverse curve string crossings) which you may want to avoid.
4. Irreconcilable differences of opinion. While highly recommended, there's no law saying you have to follow whatever idiotic bowing the principal cellist came up with. As a section leader, you have the right to offer a better option for your colleagues.