Ensemble expands luxury offerings with new Crystal partnership

Ensemble continues to extend its offerings in the luxury travel sector with the announcement of several new partnerships and programs.

This includes a new preferred partnership with Crystal, a strategic relationship with Tully Luxury Travel, and the launch of its second member community, Luxe Circles.

Michael Johnson, president of Ensemble, emphasized that as consumer preferences change, Ensemble is focused on leading the evolution of a more modern definition of luxury that is aimed more at facilitating connections and providing a variety of options for its members and their clients.

“In today’s world, redefining luxury is about more than mere opulence; it’s about personalization, exclusivity, and authenticity. Modern luxury is not one-size-fits-all, but a tailor-made experience that resonates with individual desires and values. It’s a seamless blend of comfort, innovation, and meaningful experiences that transcend traditional definitions,” Johnson said. “As we update and modernize our understanding of luxury, we are committed to offering choices that go beyond elevating standards but lead to unique, memorable experiences that are as diverse as our members’ clients themselves.”

New preferred partnership with Crystal

The new partnership with Crystal will include an onboard amenity program for Ensemble-member clients, Ensemble-hosted sailings, access to travel advisor reduced rate voyages, enabling members to experience Crystal firsthand.

To celebrate the announcement of the partnership, Crystal is Ensemble’s featured Partner of the Month, which includes training webinars, enhanced marketing initiatives and additional benefits including a contest to win a free trip with Crystal for bookings made in January.

“Ensemble is an ideal partner with a great network of agencies across North America,” said Kim Guimaraes, vice-president, national accounts, Abercrombie & Kent. “We are excited to kick off our relationship being recognized as their ‘Partner of the Month’ and look forward to welcoming Ensemble advisors and clients onboard in the coming months.”

Synonymous with exceptional, award-winning voyages, the Crystal brand was acquired in 2022 by A&K Travel Group including its two ocean vessels, Crystal Serenity and Crystal Symphony. The reimagined ships boast larger, updated suites with artisanal finishes, new cutting-edge wellness offerings, spectacular entertainment, and complimentary world-class dining – including the return of UMI UMA – the only dining experience by Michelin-Star Chef Master Chef Nobuyuki (Nobu) at sea.

In addition to renovating these ships, Crystal’s plans include building four new ships – two similar ocean liners and two expedition ships.

Strategic partnership with Tully Luxury Travel

Following an extensive search process, Tully Luxury Travel’s commitment to Ensemble as its consortium partner reflects its belief that Ensemble has emerged as a leading travel partner that understands and can accommodate the specific needs of luxury agencies.

“At Tully Luxury Travel, we pride ourselves on offering our clients the very best travel experiences possible. We have always been able to differentiate ourselves in the marketplace with our exceptional service and access via our coveted travel partner relationships,” said Mary Jean Tully, founder and CEO of Tully Luxury Travel. “As a member of Ensemble, we look forward to being able to further strengthen those relationships, forge new ones, and by extension be able to offer richer and more memorable luxury travel experiences to our global clientele. “

Ensemble’s membership specific to the luxury/premium market also includes Travel Edge Network, the largest luxury host agency that includes more than 1000 advisors and affiliates.

Launch of Luxe Circle 

In keeping with Ensemble’s 55-year legacy of creating a strong community, Ensemble launched its Circles communities in 2023 with its first Circles group dedicated to members selling or looking to increase sales in the Adventure sector.

The new Luxe Circle will be comprised of a select group of members in the luxury sector along with a group of Rising Stars who are working to grow their business in the luxury category focusing on enrichment, authenticity, and exclusivity with a goal to provide client enrichment.

Plans to expand the Circles communities include a group for advisors specializing in Celebrations including destination weddings and honeymoons, Pride for those who specialize in travel for the LGBTQ+ community and another for Family travel.

Ensemble’s expansion into the luxury space also encompasses an exclusive strategic partnership that was announced in September 2023 with the Jamaica Tourist Board to spotlight the island’s high-end tourism products. This includes access to exclusive training programs and marketing materials on Jamaica’s various luxury offerings as well as opportunities this year to participate in curated FAM trips to explore Jamaica’s upscale hotels, attractions, and concierge services.

These programs also reflect the complete overhaul of the brand over the past 18 months that has included everything from innovative marketing programs, launch of new print and digital publications, enhanced training and development programs, new hotel and DMC programs, partnerships to enhance and leverage data and more.

For more information about joining Ensemble, visit www.joinensemble.com