On Location: “The Power of You”: Ensemble's “Horizons” event aims to redefine future of travel

STORY BY MICHELLE FROESE

With a crowd of nearly 800 attendees, Ensemble’s 2024 Horizons conference kicked off with excitement at Vegas’ Resorts World Monday night (Sept. 16). It’s tough to believe the travel consortium was once considered the “underdog.”

Founded in 1968 in New York, “Giants,” as it was known then, came together as industry competitors and knew the only way to succeed was to reimagine their business model.

“Despite being competitors, 10 independent agency owners knew they had to disrupt their business model and come together to create new opportunities for their agencies and advisors,” said Ensemble president Michael Johnson at the event’s opening session. “We’ve always been the underdog, but when you add imagination and confidence, those ingredients can create a force for change — and a little swagger.”

What are the pain points?

A little swagger is exactly what Ensemble aims to bestow with this year’s theme: “The Power of You.” It aims to empower its advisors and associates by simplifying the workflow and consolidating many tools into one — much like a smartphone.

“Did you know that when Apple developed the iPhone, their sole purpose was to make lives better?” asked Johnson. “They never once tried out Blackberry. Rather, they focused on their customers’ needs, and by doing so, they changed the world.”

So, how does this relate to travel? Ensemble is adopting a similar philosophy by reimagining travel tools and focusing on the questions that truly matter.

“We’ve been focused on providing products in the consortium world, but when we step back, the opportunity is so much bigger because we've been asking the wrong questions,” he explained. “If we’re truly customer-obsessed, we should be asking: How do we improve our customers’ lives? What are their pain points, and how can we help?”

A recent Ensemble census revealed that 50 per cent of advisors are using more than one platform, often just to book one trip, and many are juggling multiple tools in their day-to-day work.

Even worse, 74 per cent use more than one platform to book hotels, cruise insurance, and other travel categories.

“In the travel space, we know advisors don’t earn enough, and we know that we operate in an industry with antiquated tools that address yesterday's problems.” Johnson likened booking travel to going to a grocery store and having to ring up every item under separate bills.

“You’re using one point of sale for your milk and another point of sale for your bread. And if you make a mistake, it's not like somebody misses out on 20 cents off their orange juice. It potentially costs your commission or worse — your customer. I can't think of another industry that makes doing business so hard,” he said.

Your travel iPhone

So, Ensemble is simplifying things by enhancing its Agent Digital Experience (ADX) platform in three main areas. By asking the right questions, it learned that training, marketing, and its preferred partners are of top value to its members.

“You can now think of us as your travel iPhone, and on that phone are apps built based on your feedback, all designed to work together,” Johnson said. “Just like social media is designed to unlock the power of your camera, our marketing partner programs and member tech and trainings, are designed to unlock the power of the advisor.”

According to Johnson, Ensemble apps are the “best in the business” because they’re built fully based on members’ feedback and continue to be optimized.

“So that's what this week is all about,” he said. “It's about learning how Ensemble’s programs and its partners are working to make travel easier and more rewarding. We believe that simplifying how you operate and providing new opportunities to earn is transformational.”

What’s new at Ensemble?  

Here’s what’s new at Ensemble:

• Ensemble’s Air Concierge. “We’ll make the airline booking and send it back to you through the ADX platform, and you send the itinerary to your client,” said Johnson.
• A partnership with HubSpot has led to the launch of an all-in-one CRM tool that consolidates customer information and campaign data. “Most significantly, HubSpot automation frees time for high-value activities — like selling travel,” said Shahla Lalani, senior vice-president of marketing, Ensemble.
• A new Ensemble Certification program will be available for different travel specialties. “Getting certified in cruises requires approximately 60 hours of learning,” said Kristina Boyce, senior vice-president of operations, Ensemble. “It will provide market credibility and helps you showcase your accomplishments.”
• Starting in 2025, Ensemble will offer a hotel and cruise program with 1,000 hotels providing exclusive transfers and perks in cities like Vancouver, Seattle, Miami, and Fort Lauderdale.

“There’s never been a better time to be an advisor, especially with all of this at your fingertips,” concluded Johnson. “And never before has the ‘Power of You’ been stronger, more compelling, or more possible.”

 Ensemble’s 2024 Horizon event runs until Sept. 19. It promises a week full of insightful presentations, learning sessions, and panels, ending with an “All That Glitters” Awards’ Party at Drai’s Beachclub & Nightclub.

Empowering women

 Last year, Ensemble announced a charitable partnership with the Legacy of War Foundation, which helps individuals and communities rebuild their lives after the traumas of war.

The Foundation's CEO, Giles Duley, shared his story of resilience and that of Olive Muteamfura, a survivor of the 1994 Rwandan genocide.

This year, Duley returned to Ensemble Horizons opening night, and, as promised, he brought Muteamfura with him — thanks to the $150,000 raised as part of the Land for Women program (learn more here).

This program combines sustainable cooperative farming with a groundbreaking land transfer model, empowering Muteamfura to support herself and her family.

“We’re not stopping. We’re launching another campaign for $150,000,” said Johnson. “We can achieve tremendous things when we work together and empower one another.” 

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