Ensemble Travel Group reports it has expanded members’ ability to grow their luxury bookings by adding a record 119 new properties to the popular Ensemble Hotel & Resort Collection in 2013 – up by 15 percent compared to 2012 and the largest increase to-date for the North American cooperative.
The new propertys, along with hundreds of other world-class hotels and resorts, are showcased in the just-released 324-page directory, The Art of Luxury. The Ensemble guide was recently sent to approximately 200,000 households on behalf of the organization’s members, based on Ensemble’s customer segmentation intelligence.
Among the newcomers cited by Ensemble in 2013: St. Regis Bal Harbour, Gran Melia Rome Villa Agrippina, Rocco Forte Hotel Adu Dhabi, Fairmont Jaipur, El Encanto (California), Park Hyatt Mendoza Hotel Casino & Spa (Argentina), The Naka Island (Thailand), Sparkling Hill Hotel (British Columbia), Taj Palace Marrakech, and Rosewood San Miguel de Allende (Mexico).
Ensemble officials note the continued growth of such long-time partners as Hyatt Hotels, Starwood Hotels and Resorts Worldwide, and Fairmont Hotels & Resorts, in addition to relatively new partners like Sofitel as helpful in keeping the 10-year-old program vibrant and diverse.
“The Ensemble Hotel & Resort Collection offers something for every level of luxury – from the casually elegant property and family focused resort to the over-the-top exotic boutique,” said Suzanne Hall, senior director, marketing and development/land products. “And because of the diversity, members have the opportunity to really grow their hotel bookings with each individual customer many times over.”
Ensemble member Wendy Jimenez of TravelMasters Vancouver Downtown views the program as an effective sales tool in attracting new clients and upselling existing ones. “Today’s luxury traveler is looking to maximize on both value and unique experience. The Ensemble hotel program provides members with the ability to deliver both,” said Jimenez. “Selling luxury travel is all about relationships – customers and partners. Having a dedicated hotel sales associate onsite to look after my clients assures them personalized attention during their stay. That white-glove service can seal the deal for me with certain customers.”
In addition to growing the number of hotel partners, Ensemble reports its focus in the last few years has been on carefully selecting properties located in emerging and exotic locations as well as aligning with brands that appeal to the young affluent traveler.
“We’re pleased with the results of Hyatt’s hip brand, Andaz, and what it’s done to help our members attract a younger, more artistic clientele. And bringing on properties like the Sofitel in Cartagena and Queenstown and the Taj Palace Marrakech – that isn’t even officially open yet – are fueling excitement for the program,” said Vincent DeMauro, manager, Ensemble Hotel & Resort Collection.
Member Lisa Freeburg of Travel a la Carte in Omaha, NE, cites an uptick in phone calls and emails once the book is out. “Immediately after it drops, I get requests from clients who want extra copies for their home or office,” said Freeburg, who along with Jimenez and other Ensemble members, attended the International Luxury Travel Market (ILTM) in December in Cannes, France.
In addition to the print version of The Art of Luxury, the four- and five-star properties are accessible through Ensemble's digital version that is embedded on members’ websites and used to meet the growing needs of consumers’ electronic-delivery preferences.
Ensemble Travel Group has approximately 850 professional travel agencies in the U.S. and Canada.
Visit www.joinensemble.com