COSTA MESA — TTC Tour Brands has appointed travel industry veteran Joe Robinson as Senior Vice President, Sales, North America, reinforcing the company’s focus on the travel advisor channel across Canada and the United States.
In his new role, Robinson will report to Melissa DaSilva, Deputy CEO & Chief Sales Officer, and will lead TTC Tour Brands’ North American trade sales strategy, overseeing advisor partnerships, strategic accounts and field sales activities.
“Joe brings a deep understanding of the advisor landscape, and a proven ability to build strong commercial partnerships across the travel industry,” said DaSilva. “His diverse experience from tour to technology make him an exceptional addition to our leadership team and his appointment reflects our continued investment in the travel advisor channel.”
Robinson brings more than 20 years of experience spanning guided vacations, experiential travel and travel technology. Most recently, he served as President & CEO of smarTours. Prior to that, he was Managing Director for North America & Oceania at Indie Campers, where he helped expand the company’s presence across more than 25 markets.
Earlier in his career, Robinson held senior leadership positions at RocketRez and Big Bus Tours, leading sales and marketing teams and helping grow business-to-business distribution. He also began his career working closely with the travel advisor community at Intrepid Travel, where he ultimately led trade sales across North America.
“TTC Tour Brands has an unmatched portfolio, but what really drew me to this role is the opportunity to champion the travel advisor community,” said Robinson. “As the landscape evolves, advisors need more than just great products, they need frictionless tools, real-time data, and a partner that fiercely protects their business. My immediate priority is to listen to our partners, back our sales team heavily, and ensure we are delivering the easiest, most profitable booking experience in the industry.”
Lead image caption: Joe Robinson, TTC Tour Brands’ new Senior Vice President, Sales, North America
