Tern, a customer relationship management platform for travel advisors, has acquired travel advisor services provider Lucia, a PhocusWire Hot 25 Travel Startup for 2025, for an undisclosed, all-cash sum.
Tern called the move a “milestone” and said it highlight's the company's commitment to providing advisors with the most advanced technology available.
Lucia’s team will become part of Tern. Grace Van Hollebeke, founder and CEO of Lucia, is set to become the head of marketing and services for Tern.
“Joining Tern is a natural next step for Lucia and the advisors we support,” said Van Hollebeke. “We’ve always believed that travel 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.”
Subscribe to our newsletter below
Customers of Lucia will have access to the same team they’ve already worked with.
Tern also aims to grow demand for CoPilot (Lucia’s name for its freelance contractors) services. “Tern Certified CoPilots” will be made available soon to provide assistance to travel advisors in an effort to improve their experience with Tern. The company said it is also working to expand its training programs and to deepen the integration of CoPilot services on its platform.
David Shull, CEO of Tern, said the company is “laser focused” on working to help travel entrepreneurs.
“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,” Shull said. “Together, we will continue to innovate and deliver unparalleled value to the travel advisor community.”
The acquisition comes on the heels of Tern’s recent $13 million Series A funding round. The company, which has raised $17 million in total funding, is focused on expansion and integration.