On Location: “We want to be the best”: Ensemble doubles down on advisor value at Horizons 2026

“The value that a human brings to travel will become more —  not less — important,” said Michael Johnson, president, Ensemble. 

That message surfaced repeatedly on day two of Ensemble Horizons 2026 at Resorts World Las Vegas, where cruise executives, industry associations and Ensemble leaders focused on experiential travel, advisor advocacy and the role of human connection in an increasingly tech-driven industry.

PAX is on location this week at the annual conference, which has drawn nearly 1,000 members and partners for supplier presentations, networking appointments and executive updates.

During a media briefing Tuesday (May 5), Johnson said roughly 40 per cent of attendees this year are first-time Horizons attendees, pointing to continued momentum across the consortium’s network.

Johnson also noted that referrals remain Ensemble’s top source of growth.

“It’s never been our goal to be the biggest,” Johnson said. “It’s always been our goal to be the best.”

Johnson said that philosophy continues to shape Ensemble’s approach as it grows across Canada and the U.S.

“Our member roster, when we look at the agencies in Canada and the U.S., is basically 50:50,” he said. “We’re very excited to maintain that balance in our roster and to see so many Canadians reflected here this week.”

Cruise trends shift toward experiences

Experiential travel, longer stays and younger cruise customers were major themes during Tuesday morning’s “Morning Buzz” session, which included a cruise trends panel moderated by Dominique Lamberton, editorial director of Range Magazine, featuring executives from Virgin Voyages, Princess Cruises and Azamara Cruises.

Panelists discussed how cruising is increasingly attracting younger travellers looking for immersive experiences rather than traditional sightseeing.

Amanda Morales of Virgin Voyages said younger cruisers are prioritizing variety, personalization and experiences that feel more human and less transactional. 

She pointed to Virgin’s adults-only model, later port stays and themed sailings as examples of how cruise lines are adapting to changing traveller expectations.

Katie Gerhard of Azamara Cruises said the line is also seeing more multigenerational travel, with grandparents increasingly travelling with grandchildren to expose them to culture and new destinations.

Jennifer Phelps of Princess Cruises highlighted the growing popularity of pre- and post-cruise stays, particularly in Alaska, where travellers are increasingly extending trips with land programs and lodge stays.

That growing demand for deeper, more customized travel experiences was echoed during Ensemble’s executive briefing.

“People are looking for: how do I have a trip that is different from the norm?” said Daniel Finkel, Ensemble’s SVP of partner relations. 

“You can’t really do that unless somebody is helping you think through the complexity of the travel ecosystem.”

Johnson pointed to recent CLIA data showing that 73 per cent of cruisers said their decision to cruise was positively impacted by a travel advisor.

Advocacy, AI & advisor support

Advocacy and advisor representation were also major themes throughout the Tuesday sessions.

Suzanne Acton-Gervais, president of the Association of Canadian Travel Agencies (ACTA), encouraged Canadian advisors to think collectively about the future of the industry, pointing to ongoing efforts around licensing harmonization, consumer protection and professional development.

“The industry is built on people, on the relationships we build and the connections we create every day,” Acton-Gervais said.

She also highlighted ACTA’s certification pathways, bursaries and travel industry summits as part of its broader work to support advisor education, professional growth and industry connection. 

Artificial intelligence also emerged as a recurring topic throughout the day, though speakers largely framed it as a tool to support advisors rather than replace them.

“When we talk about AI, it’s aggregating information from all over the place versus an advisor who has the ability to understand who you are as a human,” Johnson said during the media briefing. 

“There will be a place for technology, but I think it’s additive to the advisor experience, not replacement.”

Kristina Boyce, Ensemble’s SVP of member services, said the consortium is focused on integrating AI into tools that give advisors more time to focus on clients. 

“We want our advisors to spend less time on administrative tasks,” Boyce said, citing AI-enabled content and CRM tools.

But leaders also acknowledged that technology has limits, particularly in luxury travel, where access and personalization remain part of the value advisors provide.

“There may be a place where there’s kind of pushback on technology, because luxury is about exclusivity,” Johnson added. 

“If it’s visible and bookable on AI, that may not be the experience people are looking for.”

The advisor’s role as relationship-builder and curator also surfaced during a luncheon presentation from Aziz Abu Sarah, co-owner and CEO of Mejdi Tours, who spoke about travel’s ability to foster empathy and cultural understanding.

“Travel makes you speechless, but then it turns you into a storyteller,” Abu Sarah said during a presentation focused on peace-building through tourism.

Luxury positioning was another theme during lunch presentations.

Jordana Botting of Crystal argued that true luxury is increasingly defined by service and personalization rather than branding alone, while Jim Tedesco, VP sales, ALG Vacations highlighted expanded destination offerings and growing advisor opportunities in luxury and experiential travel.

Supplier partnerships also remain a major focus for Ensemble.

Finkel outlined the consortium’s three supplier tiers — strategic, preferred and approved — and said Ensemble is working to create more transparency around which partners are delivering the strongest value to members.

Meanwhile, Shahla Lalani, Ensemble's SVP of marketing and events, highlighted Ensemble’s Fast Track program for new advisors entering the industry.

“There are 20 people here this week on that program,” Lalani said during the media briefing.

For Johnson, maintaining Ensemble’s culture remains a priority as the organization continues to grow.

“We want to be the best. We want to be the most profitable,” he said. 

“We want to continue to maintain this idea that every voice matters.”

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