Ensemble Travel Group's renewed focus on growing membership is central focus of this year's international conference, which began in Las Vegas on Oct. 19. Indeed, the group reported that it had added 75 new agencies in the U.S. and Canada in just the last two months alone.

“The agency community has been radically transformed in the last five years or so,” said Joe Jiffo, CTC, MCC, vice president of business development for Ensemble. “Today’s environment is very competitive. Growing our membership is a key objective and we are pleased with the quality of the new agencies that have joined Ensemble Travel Group. Just as important, you’ve got to stay relevant with your current members, delivering a value proposition that makes your organization truly unique. I think Ensemble’s done an exceptional job on both fronts.”

Jiffo pointed to the continual growth in host travel agencies as a key factor in this industry evolution. With the influx of new people in the job market, many have turned to travel as a viable career to become home-based travel counselors and/or independent contractors. “The host agency market is thriving and we’re proud to have among the industry’s leaders as Ensemble Travel Group members,” said Jiffo. “Between our veteran host agency members like Montrose Travel’s MTravel.com and Incentive Travel Connection, along with two of our newest members with strong host operations -- Travel Planners International and Travel Network/Vacation Central -- we’re significantly growing our agent base with quality professionals.”

Jiffo credited Ensemble’s high-touch, high-profit strategy for its success with both member acquisition and retention. Ensemble business development directors are using a new business activity plan to help them reach out to members on a regular basis, based on their individual agency model. The plan was developed by a task force of Ensemble business development staff from the U.S. and Canada. “By ‘North Americanizing’ how we go to market, the strategy, message, and value proposition are consistent across the entire agency community,” said Jiffo.

The strategy is also yielding rewards with Ensemble’s network of preferred suppliers. By implementing a more personalized member communications approach, Ensemble said it is being considered a “go-to” account with many of its partners. “We stay away from the ‘shotgun’ blast style of communicating, especially when it comes to meeting a specific supplier’s needs,” said Jiffo. “Instead, we may work with 25 or 30 agencies that are strong with the particular supplier. The results have been rewarding as we’re showing we can really direct the business. Partners are noticing. We expect even greater results when our new CRM software is fully integrated by year end.” For more information on Ensemble, call 800-442-6871 or visit www.joinensemble.com.