Advantage members may be able target to new customers by sending messages to their mobile phones if a three month trial is successful.

The travel agents network is to test new bluetooth technology from marketing company Accelerated Internet Marketing Systems.

Bathgate-based Bill McCarthy Travel, the first agent to test the service, is sending out messages to passers-by to advertise a range of late deals and holiday offers.

To receive a message, the bluetooth user has to agree to accept a transmission from the agent and be within around 50 metres of the agency. If a customers declines, the technology ensures they will not be prompted again.

Depending on the success of the trial, Advantage will consider rolling out the technology to more of its members.

Managing director of Bill McCarthy Travel, Douglas McCarthy said: “In an increasingly competitive marketplace, agents need to continually innovate to maximise their market share.

“This is a really exciting opportunity to adopt a new way of getting permission from potential new customers to help them make that crucial step between passing by our shopfront, and stepping through its door.”

Advantage marketing and sales director Colin O’Neill added: “We are looking forward to looking at the impact and success of this trial at Bill McCarthy Travel before deciding whether or not to take the initiative forward.”