Going for Gold

Buoyed by growing 2018 sales and an expanded roster of preferred partners, Ensemble Travel Group celebrated its 50th anniversary in October, honoring the co-op’s roots while also unveiling ways that the member-owned organization is “strategically positioned to thrive in the years ahead,” said Libbie Rice, Ensemble’s co-president.

Rice and fellow co-president Lindsay Pearlman presented a series of videos featuring flashback motifs at the 2018 International Conference at the Bahamas’ Grand Hyatt Baha Mar.

The presentations illustrated Ensemble’s beginning in 1968 as the Greater Independent Association of National Travel Services (GIANTS) and its development amid vast changes impacting the retail travel landscape.

Rice and Pearlman’s address to 900 Ensemble members, suppliers and media focused on technology, marketing and client personalization—the elements that drove Ensemble’s sales higher in 2018 compared with 2017. “[Members] have grown the business far beyond our expectations. Our financials have never looked healthier,” said Rice.

Effective Tech Tools

Ensemble’s Product Development and Technology Solutions department has contributed significantly to members’ ability to effectively serve travelers. “From a technology perspective, the fundamental goal is to develop a portfolio of tools that members can easily understand, are comfortable using and can leverage to the maximum power within their business,” Pearlman said.

Ensemble members also benefit from greater “personalization” across all branding channels, said Pearlman, adding that Ensemble’s marketing strategy will focus on “even greater agency personalization and call to action.” “[Marketing] content is written to create an emotional connection between the traveler, the travel advisor and the travel experience,” he said. “That bond is what makes customers feel special, taken care of and, most importantly, keeps them coming back.”

Agents Are Experts

Ensemble’s newest marketing materials position member agencies as experts at planning and delivering vacation experiences. “This type of customization is part of our ongoing brand testing to determine what resonates best in the marketplace,” said Rice. Some of the Ensemble “new-to-brand” marketing pilots, she added, “have outperformed supplier national direct-mail campaigns by as much as three to one.”

Active Vacations a Top Trend

The interest among clients in active, adventure-filled vacations is showing no signs of slowing down, according to Ensemble Travel Group’s just-released Ensemble Outlook Survey. Based on responses from nearly 2,000 members, the Ensemble Outlook Survey found “tailor-made/FIT vacations” are the top pick for driving new land-based business to members in 2019. FIT vacations were followed by “active” and “adventure” vacation itineraries.

At the other end of the spectrum were “spa/wellness,” “family history/ seeking one’s roots” and “shopping” vacations. Travelers’ preference for more personalized experiences also affects cruises: The top three niche segments creating the most interest for members in 2019 were “all-inclusives,” followed by “small-ship” and “family” cruises.