Ensemble Survey Shows Consumers Value Travel Agents Expertise Over Price

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Ensemble Survey Shows Consumers Value Travel Agents’Expertise Over PriceBy Mimi Kmet October 18, 2012 5:27 PM

Product and destination knowledge far outweigh price as reasons why clients booktheir travel through Ensemble Travel Group members, rather than with large, onlinetravel agencies or directly through suppliers, according to a new Ensemble InsightsSurvey. Complimentary amenities and special perks also ranked among the topdrivers for doing business with Ensemble agents. The survey, which was releasedduring the organization’s 2012 conference in Las Vegas, analyzes trends and salesperformance and projections of the group’s North American membership.

In a related survey question, the importance of destination was again key, withnearly 50 percent of the respondents indicating that it is the major factor ininfluencing their clients’ travel purchasing decisions in 2013. In addition,respondents said quality of product (nearly 25 percent) and authentic experience(17 percent) would impact their vacation buying in the coming year. Price, deals,and discounts were again considered least important.

Several of the Ensemble survey’s questions related to luxury travelers. While theaverage age of Ensemble agents’ high-end clients is 59, results indicate that thisnumber may be inching down, with 57 percent saying their luxury customers are

becoming younger. In terms of travel spending by the luxury sector, 42 percent of respondents expect spending to increase in 2013, with 10 percent indicating lessand 48 percent saying spending will remain unchanged.

When asked about booking habits, 64 percent of Ensemble agents indicated thatluxury clients are booking six to nine months out in the coming year, followed by 20percent at three to six months in advance, 12 percent at 10 to 12 months out, and4 percent a year or more out. In the cruise category, 67 percent of the respondentsexpected luxury booking to be up in 2013 (with an average gain of 12 percent),while only 2 percent said they expected it to decrease (with an average decline of 4percent); 31 percent said it would remain unchanged.

In other survey results: 68 percent said they expect an increase in 2012 year-endtravel sales compared to 2011 (with an average growth of 12 percent); 14 percentsaid they expect a decrease (with an average decline of 8 percent); and 18 percentsaid it would remain unchanged. Regarding 2013 year-end travel sales comparedto 2012, 84 percent expect an increase (with an average growth of 13 percent), 4percent expect a decrease (with an average decline of 8 percent); and 12 percentexpect it to be the same.



Regarding 2013 Europe bookings compared to 2012, 47 percent said they expectan increase (with an average growth of 12 percent); 16 percent expect a decrease(with an average decline of 17 percent); and 37 percent said it would be the same.

Regarding 2013 river cruise bookings compared to 2012, 80 percent said they

expect an increase (with an average growth of 17 percent), and 20 percent saidthey expect it to remain unchanged.

In other conference news, Ensemble members in Canada will soon haveperformance data from all preferred partner promotions via Ensemble E-Matrix360, which is powered by ClientBase Marketing Services (CBMS) from SabreTravel Network. Ensemble members in the U.S. have been using E-Matrix 360 for about three years. ClientBase Marketing Services, part of the Sabre Red portfolio,provides a turnkey email marketing approach and offers members the ability tomanage the program themselves, opting in and out of specific promotions.

Through its proprietary software, ClientBase Marketing Services will also synch tohosted copies of Ensemble members’ ClientBase databases. This synchronizationenables a member agency to conduct email marketing campaigns using the mostcurrent client data, while receiving reporting on delivery, opens, and click-throughsdown to the client profile level. To take full advantage of this program, memberswill need to use either ClientBase for Windows or ClientBase Online. Ensemble E-Matrix 360 training for Canadian members will take place via WebEx commencingimmediately after the conference.

Looking ahead, Ensemble will focus on measuring and capturing the type of devices clients are using, and then modifying its e-zine, or e-newsletter, to fit the

particular device, whether it is a PC, a Mac, a smart phone, a tablet, TV, or allformats.

In 2013, the Ensemble Internet marketing team will also fine-tune its collection of custom-designed microsites for members, which currently includes South Pacific,

Aussie Experiences, Weddings & Honeymoons, Vacation Therapy, Bon Vivant,and Ultimate Family Vacations. In addition to destination content and preferredpartner offers, these lead-generating sites, which are embedded on or portable tomembers’ agency websites, have a strong Facebook following, according toEnsemble. Several of the microsites offer incentives to help fuel consumer interest,including a series of travel contests on the South Pacific Specialist microsite. The

most recent Australia travel contest generated more than 1,230 entries, nearly99,000 votes, and 40 leads for Ensemble Travel Group members in the U.S. andCanada. The Ensemble Aussie Experiences website reported more than 74,250visits as a result of the contest.

A new Ensemble Learning Journeys program, which was announced at theopening general session, is designed to help members tap into the educationmarket. Ensemble Learning Journeys targets the 25-and-under student population,



a segment that exceeds $14 billion annually in overnight group travel, and travelerswho consider themselves life-long learners. The curriculum, designed for Ensemble by veteran educator Carol Dimopoulos, president of Learning Journeys,will offer Ensemble members in the U.S. tools to approach high school anduniversity administrators and other small groups with unique, hands-on learning

adventures, according to Suzanne Hall, Ensemble’s senior director, marketing anddevelopment, land products.

Participating members will access the Ensemble Learning Journeys curriculum(between eight and 11 modules in length) primarily online with the introductioncomponent and possibly several others delivered live at individual offices or insmall regional settings. Degrees, diplomas, and certification as a LearningJourneys Master will be awarded based upon the level of completed study. Inaddition, specialists can attend yearly symposiums to learn about emergingeducational experiences in targeted destinations around the world.

The customized, escorted itineraries are designed to combine cultural immersionswith hands-on education on topics that include arts, music, business, language,gardening, dance, cooking and photography. Each Ensemble Learning Journey willbe designed by educators in that specific field of study based on the needs of theparticular group. Ensemble members will work with Learning Journeys staff, all of whom are veteran educators trained at targeting specific markets.

In addition to the education market, many of these itineraries will appeal to families

and other small groups. A comprehensive Ensemble Learning Journeys includes

sample itineraries designed for the academic and FIT/small group/family markets.

In addition, a Learning Journeys website is being launched at the Ensemble

conference. It features sample programs, destination information, learningexperiences in each destination, and selling tools. Plans call for the site to include

an agency locator for member specialists.

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Ensemble Survey Shows Consumers Value Travel Agents Expertise Over Price