Tern, an all-in-one CRM platform specifically designed for travel advisors, has announced its acquisition of Lucia, a leading provider of advisor services. The move underscores Tern’s dedication to equipping travel advisors with the most advanced and effective technology solutions available.
As part of the acquisition, Lucia’s entire team, including CEO and founder Grace Van Hollebeke, will join Tern. Van Hollebeke will take on the role of head of marketing and services, ensuring the continuation of Lucia’s operations and its focus on supporting travel advisors. Lucia’s core mission to empower travel advisors will remain intact, now bolstered by Tern’s extensive resources and backing.
“Joining Tern is a natural next step for Lucia and the advisors we support,” Van Hollebeke said. “We’ve always believed that advisors deserve the best technology, training and support to grow their businesses. With Tern’s innovative platform and shared vision, we can now bring even more value to our community."
Bolstered by a recent $17 million funding round, Tern is well-positioned to accelerate its growth and deepen integration efforts. The acquisition of Lucia strengthens Tern’s vision of creating a holistic ecosystem that supports travel advisors throughout every phase of their business journey.
“At Tern, we’re laser focused on empowering the entrepreneurs that underpin the travel industry. Lucia’s deep relationships and commitment to empowering travel advisors align perfectly with Tern’s mission,” said David Shull, CEO of Tern. “By combining Lucia’s network of experts with Tern’s cutting-edge technology, we can support agencies and advisors in all aspects of their business. Together, we will continue to innovate and deliver unparalleled value to the travel advisor community.”
Lucia’s customers can expect a smooth transition, with ongoing support from a familiar team. Soon, Tern Certified CoPilots (or support providers) will be available to help travel advisors fully leverage Tern’s platform and transition seamlessly from older systems.
Future plans also include broadening training programs and embedding CoPilot services more deeply within Tern’s platform. By investing in education, technology and resources, Tern aims to empower every advisor with personalized, high-quality support to successfully run and grow their business.
Editor’s Note: This article was generated by AI, based on a press release distributed by Tern. It was reviewed by a TravelAge West editor.
