New member rewards program unveiled at Ensemble’s annual summit

Agency owners, managers, preferred partners and industry leaders gathered at the Conrad Tulum Riviera Maya last week for the annual Ensemble Summit.

Spread over three days, the gathering focused on the strategies, tools and investments designed to help members strengthen their businesses, improve profitability, and position themselves for continued growth.

A central focus of the event was Ensemble’s strategy for the year ahead, with President Michael Johnson outlining three priorities: optimizing the consortium’s programs and resources, including marketing, events, learning & development, and technology; accelerating growth through business development; and driving greater value and profitability through stronger member and partner relationships.

As part of that strategy, Ensemble highlighted two initiatives designed to translate those priorities into tangible benefits for members and partners.

These include the launch of an innovative Member Rewards program – a holistic total rewards system designed to recognized its most engaged members and maximize the value of their membership; and an updated Revenue Management strategy focused on optimizing Ensemble’s marketplace by directing more business to strategic partners that deliver the greatest value to members, driving stronger profitability for agencies and increased production for partners.

Johnson told the gathering that: “Our focus is to make Ensemble an even stronger partner for our members, creating more opportunities for growth and helping them drive their business.”

He continued: “That means continually investing in the tools and resources that support their success, recognizing and rewarding members for their engagement through our new Member Rewards program, and making sure our partnerships deliver real value. Summit gives us an opportunity to share our progress, hear directly from members, and work together on what’s next.”

As well, the event included a candid discussion led by Ensemble’s leadership team on the state of the business, its strategic priorities and plans for the year ahead. Members also participated in an exclusive, closed-door conversation with leadership, providing an opportunity to ask questions, share feedback, and help shape the consortium’s future direction.

Throughout the event, programming focused on the issues most relevant to agency owners and managers, including profitability, recruitment and retention, technology, artificial intelligence, and the evolving needs of today’s travellers.

A highlight of the program was a keynote from former CIA officer and business and intelligence writer Doug Patteson, who explored the importance of employee retention, one of the most pressing challenges facing agency owners today. Drawing on his experience in intelligence and understanding human behaviour, Patteson offered practical insights into building stronger teams and keeping valuable talent.

He also moderated an interactive discussion on the full employee journey, from recruiting the right people and accelerating their development to retaining top performers and navigating difficult conversations.

Technology and productivity were another major focus, including a hands-on session exploring how artificial intelligence can help agency owners reclaim valuable time by streamlining repetitive tasks and improving everyday workflows. Rather than focusing on AI as a future concept, the session challenged attendees to identify opportunities within their own businesses and take practical first steps toward greater efficiency.

Members also participated in peer-to-peer discussions hosted by the Editor in Chief of Ensemble’s award-winning Range magazine covering travel trends, profitability, team development, technology and client care, creating opportunities to exchange experiences and learn from fellow business owners facing similar challenges.

Preferred partners including AmaWaterways, Explora Journeys, Carnival Cruise Line, Century Cruises, Scenic, Riviera River Cruises and Amstar shared updates on new products, emerging opportunities and ways advisors can translate these developments into stronger client experiences and business growth.

Beyond the formal programming, attendees had opportunities to experience the destination through a range of adventure, wellness, culinary and cultural activities, along with time to relax and connect with fellow members and partners.

Another highlight of Summit was the announcement of Ensemble’s second annual fundraising campaign in support of Make-A-Wish, building on the success of its inaugural campaign, which raised more than $260,000 and is expected to help grant approximately 25 wishes across the U.S. and Canada.

With the continued support of parent company, Ensemble is once again bringing together its members, partners and employees to help create life-changing experiences for children and families. With more than 70 percent of wishes involving travel, the initiative reflects Ensemble’s belief in the transformative power of travel and the meaningful impact that can be achieved through collective action.

In 2027, the Ensemble Summit will take place at the Westin Halifax, Nova Scotia from July 20 to July 23.

Go to www.ensembletravel.com for more.

In the photos 

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Seen here, from l to r, is that Ensemble leadership team: Shahla Lalani, SVP Marketing & Events; Danny Finkel, SVP, Partner Relations; Michael Johnson, President; Kristina Boyce, SVP, Operations and Member Relations. 

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Getting the whole group together at the Ensemble Summit at the Conrad Tulum

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Tapping into the trends during the Agency Owner panel

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Dominique Lamberton, Editor in Chief, Range Magazine, led the panel on travel trends.