The Self Tending Mushroom Alert or STeMie, is given to individuals and entities that support their right to keep themselves in the dark and feed themselves their own brand of fertilizer. So take in the lesson as we present this STeMie in the category of Travel Trends to Amtrak. What did they do wrong? They have done nothing....absolutely nothing.

The travel industry at large is seeing a surge of technology-based advancements. Amtrak, however, has chosen to ignore the technological revolution that surrounds them. Their lack of response to the rapidly changing travel marketplace coupled with lack of economic opportunity recognition will be their downfall.

Out of hundreds of thousands of online booking sites, how many carry Amtrak rail tickets? ONE...and only at an affiliate level. At the same time, travel vendors from airlines to car rental companies are offering full booking capabilities for every aspect of your trip. What does Amtrak offer?  A few random packages poorly advertised and difficult to book.

It is not too late for Amtrak...they can still make a significant change. In the current economic slump, Amtrak should be the best friend of every business and family within a hundred mile radius of a station. Their refusal to take this once in a decade opportunity and run is astounding.

Organizations of all sizes can learn from Amtrak.  Change is an opportunity to dominate your market. Do so or your competition will. Action may entail some risk, but the risk of inaction is far greater. Thus, I am pleased to award the STeMie to Amtrak in the category of Travel Trends. May you display it proudly and may your shovel never rust.