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Case Study: Increased Online Adoption

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In just three months, Corporate Travel Management (CTM) boosted online adoption from 40% to 74% for a leading global utilities business. This led to cost savings across 475 bookings and a 17.5% decrease in email traffic.

Read on to find out more.

Client

Energy client

Industry

Energy

Focus

Online Adoption

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Objective

Increase online adoption and improve booking efficiency by reducing reliance on email and addressing knowledge gaps.

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Solutions

CTM delivered user training, introduced a structured offline booking process, and redirected simple requests to Lightning.

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Outcome

This resulted in improved user confidence, increased online adoption, reduced email traffic, and greater booking efficiency.

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Objective

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 knowledge gaps that were limiting adoption. Our operational teams also implemented new processes to encourage travelers to take ownership of their own bookings by utilizing Lightning and improving efficiency by reducing email traffic.

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 travelers 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 travelers/bookers and CTM agents, the client is now required to send full trip details upon initial inquiry. 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 travelers to Use Lightning: For simple requests that could easily be completed via Lightning, CTM was given authority from the client to redirect travelers away from email booking and encourage them to use Lightning instead.

Outcome

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

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Online adoption increased from 40% to 74% in two months

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Email traffic reduced by 17.5% through self-service adoption

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Cost savings achieved across 475 bookings within a three-month period

Let’s discuss how we can help you drive online adoption for travel programme savings.

Contact CTM today.