Objective

An energy sector client tasked CTM with reducing travel costs and improving the use of airline credits. A key goal was to change entrenched booking behaviours, specifically: reducing the frequent use of flexible fares via CTM’s Lightning online booking tool. At the same time, the client faced a growing issue with unclaimed credits, with over $200,000 worth at risk of expiry or forfeiture.

CTM recognised that this shift in booking policy could face resistance from travel arrangers and travellers accustomed to booking flexible fares. A clear communication and support strategy would be essential to ensure uptake and minimise disruption.

Solutions

To ensure a smooth transition, CTM rolled out a proactive communications campaign in collaboration with the client. Travel arrangers were informed of the upcoming changes through targeted messaging via Travel Arranger Forums, and internal client communications were developed and distributed to explain the rationale and benefits behind the shift.

To maintain flexibility for circumstances where it was genuinely required, CTM introduced a new process: travellers could request a flexible fare by adding a note to their booking in Lightning, and CTM would allocate the most suitable airline credit on their behalf. This approach not only met genuine traveller needs but also worked to reduce the volume of unused credits.

In addition, the client’s dedicated CTM Account Manager provided regular Ticket on Hold reporting, ensuring that credits were reissued and applied efficiently.

Outcome

The results of this policy shift were both immediate and substantial. Flexible fare usage was reduced from 37% to 18% immediately, delivering a lower average travel sector cost and resulting in $450,000 (or 10%) in travel savings. Simultaneously, the strategic focus on airline credit usage paid off. Within 12 months, the total value of credits on hold dropped by 60%, while credits forfeited declined by over 91%, from $7,000 to less than $600. The small number of credits that did go unused were primarily low-value or partial credits that were impractical to apply due to change fees.

The transition was smooth and well-received, thanks to CTM’s proactive communication and hands-on support. Travel arrangers and travellers quickly adapted to the new process, with minimal disruption and no complaints, reinforcing the client’s confidence in the strategy. Ultimately, this initiative enabled the client to meet its cost reduction objectives while maintaining a flexible, traveller-friendly experience.