Ensemble reimagines the future at 2025 summit

Ensemble welcomed over 200 attendees from across North America to its “Reimagine the Future” Summit at the Fairmont Le Chateau Frontenac in Quebec City.

The three-day summit was designed exclusively for agency owners and managers as well as top supplier partners, and focused on the challenges and opportunities unique to running a modern travel business.

The agenda explored everything from leveraging the surge in air demand to reimagining reporting, marketing campaigns, and customer engagement; providing attendees with actionable strategies to drive performance and profitability.

Ensemble President Michael Johnson opened the event alongside the Senior Leadership Team (SLT) including the newly appointed SVP, Partner Relations, Danny Finkel, with a brief update on Ensemble’s strong performance and continued growth over the past year, including the addition of nearly 55 new member agencies and nearly 120 new preferred partners.

This growth has been particularly notable in the cruise and sun and sand categories, where Ensemble now holds a market leadership position. Johnson attributed this to the consortium’s complete transformation across all disciplines from technology and marketing to partner engagement and training/development.  He also reinforced Ensemble’s purpose and mission to equip members with the tools, training, and visibility they need to thrive.

At the heart of Ensemble’s approach is a clear vision of what a modern consortium should be: a true partner in helping members build stronger brands and more profitable businesses. Through innovative marketing, integrated infrastructure, scalable platforms, and strategic partnerships and programs, Ensemble is delivering on that promise. With continued focus on growth and a disciplined approach to how it channels business, the organization is poised to take another significant step forward in the year ahead.

During the opening session, members of the SLT shared results from Ensemble’s annual Census, highlighting feedback that is helping shape future priorities and guide investments in the programs and resources that matter most to members.

Highlights included:

• 95% of respondents stated that the community at Ensemble met or exceeded expectations.
• 91% of respondents said Ensemble’s training met or exceeded expectations.
• 97% of owner/managers reported considering Ensemble preferred partners when booking, citing profit share potential and higher commissions as key motivators.
• 83% said the marketing met or exceeded expectations with the award-winning Range Travel portfolio among the most popular tools for members.
• Members most described Ensemble as supportive, forward-thinking, and community-centric aligning perfectly with the organization’s core pillars.

Kristina Boyce, SVP, Member Services, said that: “The Census is invaluable in helping us understand what’s resonating with our members and where we can focus our efforts to better support their evolving needs.”

Boyce continued: “It validates that we’re on the right path while also pinpointing where continued investment will deliver the greatest value ensuring our programs and resources drive meaningful impact for our members and their businesses.”

To that point, new programs specifically created in response to feedback from the Census included a new Hotel Group Desk to streamline the process for members sourcing for larger groups as well as a new social media management platform to help members enhance their online presence.

Johnson also announced the renewal of Ensemble’s partnership with Make-A-Wish, originally established in 2010. Together, Ensemble and its members will aim to grant 14 wishes including seven each in the U.S. and Canada in advance of Horizons 2026, the consortium’s annual gathering to be held May 4–6, 2026, in Las Vegas.

The fundraising target of $150,000 USD will be matched dollar-for-dollar by Ensemble’s parent company effectively doubling the impact.

During Summit, members engaged in a session where teams designed creative wish experiences for two children in the program marking a heartfelt and inspiring start to the campaign.

The Summit concluded with a meeting of the President’s Circle, an executive-level strategic discussion with the network’s top members (by production) aimed at driving tighter control of supply programs and increased sales through Ensemble programming.

True to Ensemble’s spirit of connection and discovery, attendees also had the opportunity to immerse themselves in Québec City’s charm through a selection of curated experiences including vineyard visits, culinary tours, an art walk, e-bike explorations a St. Lawrence River zodiac excursion, and more reflecting the diversity and personalization that define Ensemble’s approach to live events.

next Summit would be held from November 4-6, 2026 in Mexico.

Go to www.ensembletravel.com for more.

In the Photos

TOP —  Ensemble’s Senior Leadership Team from left to right: Shahla Lalani, SVP, Marketing; Michael Johnson, President; Kristina Boyce, SVP Member Relations; and Danny Finkel, SVP Partner Relations.

MIDDLE — Enjoying the final evening’s gala Masquerade ball held at the Musée national des beaux-arts du Québec.

BOTTOM — Attendees chose from an array of recreational and cultural activities including a cocktail making session and an e-bike tour of Quebec City, and a walking tour of Quebec City.