Ensemble Gathers Members in Québec City to ‘Reimagine the Future’ of Travel

Ensemble gathered more than 200 members and partners at the Fairmont Le Château Frontenac for its annual Summit, a three-day event.

The event, designed for agency owners, managers, and top suppliers, explored challenges and opportunities in a rapidly evolving industry—from meeting air travel demand to advancing marketing, reporting, and client engagement strategies.

Strong Growth

Ensemble president Michael Johnson opened the Summit alongside the senior leadership team, including newly appointed SVP of Partner Relations, Danny Finkel.

Johnson reported that Ensemble has added nearly 55 new member agencies and 120 preferred partners over the past year, with notable growth in the cruise and sun-and-sand categories.

He credited the consortium’s transformation across all areas—technology, marketing, partner engagement, and training—for its strengthened market position.

“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,” Johnson said.

Census Results Reflect Member Confidence

During the opening session, Ensemble’s leadership team shared results from its annual member Census, highlighting overwhelmingly positive feedback:

• 95% said the Ensemble community met or exceeded expectations.
• 91% said training met or exceeded expectations.
• 97% of owners and managers consider Ensemble’s preferred partners when booking.
• 83% said marketing resources met or exceeded expectations.

“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,” said Kristina Boyce, SVP of Member Services. 

“It validates that we’re on the right path while also pinpointing where continued investment will deliver the greatest value.”

Ensemble introduced two new programs in response to member feedback: a Hotel Group Desk to streamline group bookings and a social media management platform to enhance members’ online presence.

Make-A-Wish

Johnson also announced the renewal of Ensemble’s long-standing partnership with Make-A-Wish. The goal is to grant 14 wishes—seven in Canada and seven in the U.S.—ahead of Horizons 2026, the consortium’s next major conference in Las Vegas.

The campaign aims to raise $150,000 USD, which will be matched dollar-for-dollar by Ensemble’s parent company. During the Summit, attendees collaborated to design two creative wish experiences, marking the start of the initiative.

Industry Collab and Insight

As part of its strategy to strengthen its leadership role, Ensemble has partnered with industry organizations, including Travel Weekly, Phocuswright, and Skift.

The event’s keynote was delivered by Jeremy Kressmann, VP at Skift, who drew from the 2025 State of Travel Report to examine trends shaping the advisor community. He discussed the influence of geopolitical factors on destination trends, the rise of sports and entertainment travel, and how AI is transforming workflow and information search.

The Summit concluded with a meeting of Ensemble’s President’s Circle—an executive-level session with the consortium’s top-producing members focused on optimizing supplier relationships and driving higher sales through Ensemble programs.

Connecting Through Québec’s Culture

Attendees also explored Québec City through curated experiences including vineyard visits, culinary and art tours, e-bike rides, and St. Lawrence River excursions.

Ensemble’s Summit is part of its broader calendar of events that includes Horizons, Skyline, Beyond Extraordinary Experiences, and Uncharted. 

The next Summit will take place November 4–6, 2026, in Mexico.

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