Ensemble Unveils Member Rewards Program, New Growth Strategy at Mexico Summit

Ensemble is sharpening its focus on profitability, member engagement and business growth, unveiling new initiatives at its annual Ensemble Summit in Mexico last week.

Held November 4–6 at the Conrad Tulum Riviera Maya, the three-day gathering brought together agency owners, managers, preferred partners and industry leaders to discuss the challenges and opportunities facing travel businesses.

At the centre of the conversation was Ensemble’s strategy for the year ahead, with President Michael Johnson outlining three priorities: optimizing the consortium’s existing programs and resources, accelerating growth through business development, and strengthening relationships with members and preferred partners to drive greater profitability.

Two initiatives will play a key role in delivering on those goals.

The first is a new Member Rewards program, designed to recognize the consortium’s most engaged members and help agencies maximize the value of their membership.

The second is an updated Revenue Management strategy aimed at directing more business toward strategic preferred partners that deliver the greatest value to members. The goal is to improve agency profitability while generating increased production for suppliers.

“Our focus is to make Ensemble an even stronger partner for our members, creating more opportunities for growth and helping them drive their business,” said Johnson in a press release.

“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.”

From AI to Employee Retention

Beyond the strategic announcements, much of the Summit focused on the day-to-day realities of running a successful travel agency.

Recruitment, employee retention, artificial intelligence, productivity and changing traveller expectations were among the key topics.

Former CIA officer and business writer Doug Patteson delivered a keynote on employee retention, drawing on his background in intelligence and human behaviour to explore how agency owners can build stronger teams and retain valuable talent.

Patteson also moderated an interactive discussion covering the employee journey, from recruitment and professional development to retaining top performers and navigating difficult workplace conversations.

Artificial intelligence was another major focus, with a hands-on session examining how agencies can use AI to reduce repetitive tasks, streamline workflows and free up time.

Rather than treating AI as a distant industry development, the session encouraged participants to identify practical ways to incorporate the technology into their businesses now.

Peer-to-peer discussions, hosted by the editor-in-chief of Ensemble’s Range magazine, gave members opportunities to exchange ideas on profitability, technology, team development, travel trends and client care.

Preferred partners, including AmaWaterways, Explora Journeys, Carnival Cruise Line, Century Cruises, Scenic, Riviera River Cruises and Amstar, also shared product updates and discussed opportunities for advisors to grow their businesses.

The Summit included a closed-door conversation between Ensemble leadership and members, providing an opportunity for agency owners to raise questions, share feedback and weigh in on the consortium’s direction.

Make-A-Wish Campaign Returns

Ensemble also announced the return of its annual fundraising campaign supporting Make-A-Wish.

The initiative follows a successful inaugural campaign that raised more than $260,000, with the funds expected to help grant approximately 25 wishes across Canada and the United States.

With more than 70 per cent of wishes involving travel, Ensemble says the campaign reflects the industry’s ability to make a meaningful difference in the lives of children and families.

The second annual campaign will once again bring together members, preferred partners and employees, with support from Ensemble’s parent company.

Halifax to Host Ensemble Summit 2027

Looking ahead, Ensemble announced that Ensemble Summit 2027 will take place July 20–23 at The Westin Halifax in Nova Scotia, bringing the annual leadership gathering to Atlantic Canada.

The event is part of a broader calendar that includes Ensemble Horizons, the consortium’s flagship annual conference; Ensemble Beyond, which recognizes top-performing members; and Ensemble Uncharted, a virtual gathering for the wider network.