by Natasha Lair
Last updated: 8:15 AM ET, Tue November 10, 2026
Ensemble brought together agency owners, managers, preferred partners and industry leaders at the Conrad Tulum Riviera Maya from November 4–6 for its annual Ensemble Summit.
During the three-day event, Ensemble President Michael Johnson identified three key priorities: optimizing existing programs and resources, accelerating growth through business development, and strengthening member and partner relationships to deliver greater value.
Among the announcements was a new Member Rewards program designed to recognize agencies for their engagement with the consortium, along with an updated revenue management strategy aimed at directing more business to preferred partners and improving profitability for members.
"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. "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."
The event also included a closed-door discussion between members and Ensemble's leadership team, giving agency owners an opportunity to ask questions, provide feedback and discuss the consortium's future direction.
Shahla Lalani, SVP Marketing & Events; Danny Finkel, SVP, Partner Relations; Michael Johnson, President; Kristina Boyce, SVP, Operations and Member Relations (Photo Credit: Ensemble)
Much of the programming addressed challenges facing travel agency owners and managers, including profitability, recruitment and retention, technology and artificial intelligence.
Former CIA officer and business and intelligence writer Doug Patteson delivered a keynote focused on employee retention, drawing on his intelligence background to discuss strategies for building stronger teams and keeping valuable employees.
Patteson also moderated an interactive session examining the employee experience, from recruitment and professional development to retention and managing difficult conversations.
Technology was another focus, with a hands-on session examining how agency owners can use artificial intelligence to reduce repetitive administrative tasks and improve productivity.
Attendees also participated in peer discussions covering travel trends, profitability, team development, technology and client care.
Preferred partners, including AmaWaterways, Explora Journeys, Carnival Cruise Line, Century Cruises, Scenic, Riviera River Cruises and Amstar, provided updates on products and opportunities for travel advisors.
Dominique Lamberton, Editor in Chief, Range Magazine, led panel on travel trends. (Photo Credit: Ensemble)
Make-A-Wish Fundraising Campaign Returns
Ensemble also announced the return of its annual fundraising campaign supporting Make-A-Wish.
The inaugural campaign raised more than USD$260,000 and is expected to help grant approximately 25 wishes across Canada and the United States.
With more than 70% of wishes involving travel, Ensemble is once again bringing together members, partners and employees to support the organization.
Halifax to Host 2027 Summit
Looking ahead, Ensemble announced that its 2027 Summit will take place July 20–23 at The Westin Halifax in Nova Scotia.
The event is part of Ensemble's broader conference and professional development program, which also includes Ensemble Horizons, its annual flagship conference; Ensemble Beyond, which recognizes top-performing members; and Ensemble Uncharted, a virtual event for members.
For more information, visit ensembletravel.com
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