Overview

Resistance to change, reluctance to take ownership of booking their own travel, and knowledge gaps were key contributors to the client’s previously low online adoption rate.

To overcome these challenges, CTM’s dedicated strategic account manager conducted training to bridge any knowledge gaps that could have been limiting adoption. Our operational teams also implemented new processes to encourage travellers to take ownership of their own travel booking by utilising Lightning and improve efficiency by reducing email traffic.

Challenges

Resistance to Change: Bookers were accustomed to organising travel via email and were reluctant to change their processes despite there being more time and cost effective options available.

Knowledge Gaps: Knowledge gaps within the team played a role in the low adoption rate. Travellers lacked confidence using the tool correctly and continued to rely on emails for travel booking.

Solutions

User Training: Our strategic account manager conducted training with the client, to bridge any potential knowledge gaps that may have presented a barrier to online adoption. Increasing their confidence using the tool empowered travellers to take ownership of their own travel booking, limiting the need for email booking requests and improving booking efficiency.

New Offline Booking Process: CTM implemented a new offline booking process to streamline communication and reduce email traffic. To eliminate the time-consuming back and forth between travellers/bookers and CTM agents, the client is now required to send full trip details upon initial enquiry. If the initial email lacks essential information, this is flagged to the travel manager so they can monitor and administer further training where required.

Redirected travellers to Use Lightning: For simple requests that could easily be completed via Lightning, CTM was given authority from the client to redirect travellers away from email booking and encourage them to use Lightning instead.

Results

Increased Online Adoption: The client’s online adoption rate rose from 40% in January 2025 to 74% in March 2025, a 34% increase so far.

Reduced Email Traffic: Total email traffic reduced by 17.5% between January and March 2025.

Cost Savings: CTM achieved cost savings on 475 bookings across a 3-month period.