Ensemble Travel Group unveils new brand and tagline

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Toronto-based Ensemble Travel Group has unveiled new branding and tagline at the consortium’s first conference for owners and managers since being acquired by Navigatr Group earlier this year. Reflective of new energy under Navigatr Group, and while retaining a commitment to also honour its past, Ensemble Travel Group is now known as ensemble. “We wanted to simplify the logo and felt that ensemble is what people will remember,” says Michael Johnson, President, ensemble. “It is also a name we are all proud of.” The new tagline – Further Together – was also introduced at the Horizons by ensemble Event. The tagline is inspired by an African proverb – “if you want to travel fast, go alone; if you want to travel far, go together”.

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At the three-day conference in Miami, ensemble’s leadership team outlines its future focus was centred on a “bigger profit, bolder vision and better member services”. Key to those strategies will be technology, member relations, supplier relations, training and development, marketing, and data monetisation. “From the beginning, we believed that the strengths of the Navigatr Group were complementary to ensemble, and that investing in this great company represented an opportunity to do something really unique,” says Johnson. “This was always about building on existing strengths and giving members more options.

“The new ensemble is very focused on choice and the word ‘and.’ We are still providing the programs and resources that members rely upon, but we are now also offering several other new tools and resources with the goal of helping our members be more efficient and more profitable.”

Since the acquisition was completed in June, the transition has focused on people and reorganising and building the ensemble team, building relationships and process, and fostering a culture of engagement. The team has increased by 20% with plans to invest aggressively in talent by an additional 50%. Johnson told members that ensemble wasn’t focused on becoming the biggest consortium; it wants to the most profitable for its members. To deliver on that promise – and one of the key differentiators ensemble has emphasised since the acquisition – is the confidence in its proprietary technology platform, ADX (Agent Digital Experience). Ensemble says ADX stands apart from other travel technology and booking tools in allowing advisors to not only book all aspects of a client’s trip but also invoice in the same platform for maximum efficiency. From the early adopters who have been onboarded to the platform, members are seeing an average commission of 8% with a range of up to 13%. One agency reported an increase in sales of 150% in just one month on the platform. Demand and interest have exceeded expectations with plans to onboard all members by year’s end.

Ensemble also plans to launch a new learning program named ETA (ensemble Training Academy), expanding on current programs and training webinars. David Harris, who had served as ensemble’s CEO since 2019 and assumed a new role as Executive Chairman as part of the acquisition, will focus on industry advocacy and ensuring that ensemble has a strong voice and leadership position. “I truly believe it is critical for us to work together and speak with one voice in order to fully recover and continue to grow the global tourism industry,” said Harris who will also continue to focus on supplier partner relationships and will work with the leadership team to execute the vision for the new ensemble.

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