Sterling Travel Agency was established in 1946 by Gene Ballard’s grandfather. He started his career in the travel business as a bus driver, transporting passengers over the then dirt roads of Loveland Pass. When he developed eye problems, he was offered a position as a ticket agent and moved to Sterling for Continental Trailways. His entrepreneurial efforts led to him opening a taxi business as well.
Gene’s father lived in Denver at the time, and in 1948 Gene’s grandfather asked him to come to Sterling to help him with the new business. So, while still in high school Gene’s father worked at the travel agency and drove taxi. Gene’s father was married in the early 1950s and his grandfather retired in the 1960s. Gene’s parents operated the taxi service, travel agency, a Western Union Telegraph service, and a telephone answering service.
In the 1960s to early 1970s Sterling Travel Agency worked directly with airlines, handwriting tickets for customers. The guide outlined planned routes, times, and prices. Sterling Travel Agency staff would take requests, then call airline ticket offices after 5 p.m. when the phone rates were cheaper. The business evolved to computer-based ticketing in the 1980s. In 1978 Gene started Travel Trails with two other partners, competing with Sterling Travel. In 1984 the companies merged. Sterling Travel Agency has had to adapt and change in many ways over the years.
When travel agencies started working with the airlines, the agencies were told what to do, when and how. That all changed when the Civil Aeronautics Board was dissolved, and more air fares have been offered since then. Another of these changes occurred in 2000 when airlines quit paying agencies commission for booking flights, even though travel agencies were generating 85 percent of airlines business.
Part of the progressing change in the business is the use of the internet and computer research. Internet opportunities have been a blessing to Sterling Travel Agency. The internet allows travel agencies to research travel packages and prices easier. Travel Agencies are called on to help customers find their way through websites.
The experienced staff of Sterling Travel has the insight of what is needed for a complete travel experience.
