In my 20 years of working closely with travel agents, I have learned how we learn and evolve.

The pattern is that first an opportunity presents itself. Then “early adapters” pursue that opportunity adapting the new technology to meet their business needs. While there may be some early challenges, the success stories start to pour in. The early adapters are some 5 – 15% of the market, and this group does a lot of trail blazing and proof of concept to get things running prior to the masses jumping in.

Then the masses of travel agents come and quickly the majority – 85% or even higher – adopt the technology, pursue the opportunity, and reap the benefits.

TRAMS Back Office had the fortunate timing of catching this wave. When we started TRAMS Back Office in the late 80’s the early adapters were in, and the masses were ready to pursue the opportunity and reap the benefits. Coincidentally, technology had evolved to the point that quality, pricing, training, and functionality were all coming to the point that all agencies could benefit from using a Back Office product. Today some 85% of the leisure agencies employ TRAMS Back Office.

Next, and really an evolution we are still in the middle of, is CRM or Customer Relationship Management. The early adapters started years ago with CRM technology, and helped get the “technology running well” for them, and also for the masses. We are in the process now of the majority of agencies adopting the technology and reaping the benefits. With the growth rate and success of leisure agents using ClientBase, we are fully confident that 85% or more of agencies will soon enjoy the benefit of having a successful CRM program.

The CRS (now called GDS) evolution was before my time, but I am sure it too followed this pattern. A few early adapters, evolution, success, and then the masses followed and reaped the benefits.

MARKETING

Now we are seeing the migration and adoption of marketing technology. The early adapters are in and successfully enjoying the benefits of their work. Marketing technology and systems have evolved to the point that the masses can truly benefit from this next evolution of applications.

Of course, I am referring to professional e-mail marketing!

The early adapters are in, developed, and reaping the benefits. And yes, marketing works! Very soon we will evolve from the minority (roughly 15%) to the majority of agents (over 85%) having successful email marketing programs.

The reason again is not only the opportunity, but also the evolution of technology. Today’s TMA (TRAMS Marketing Advantage) includes beautiful and effective promotions, professional sending, plus the ability to segment or target promotions with complete tracking. The cost for this service is less than $1 a day. That’s right - for only $20 per month your agency can have a professional email marketing program.

TMA also powers many consortia marketing programs, meaning more and more agents have the ability to pick the marketing options that work best for them.

It is fun to be part of the technology side of travel and to be a part of the adoption and success we see agencies having in using CRM and Marketing tools. Thanks for the opportunity!

If you want more information about TMA or ClientBase, or if I can help you with any other marketing or other programs, just let me know.

Lee