TTC Tour Brands names Robinson as Senior VP, Sales, North America

TTC Tour Brands has appointed Joe Robinson as Senior Vice President, Sales, North America.

Robinson will report directly to Deputy CEO & Chief Sales Officer Melissa DaSilva and will lead TTC Tour Brands’ North American trade sales strategy across the U.S. and Canada, overseeing advisor partnerships, strategic accounts and field sales.

In making the announcement, DaSilva said: “Joe brings a deep understanding of the advisor landscape, and a proven ability to build strong commercial partnerships across the travel industry. 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.”

Commenting on his appointment, Robinson said that: “TTC Tour Brands has an unmatched portfolio, but what really drew me to this role is the opportunity to champion the travel advisor community. 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.”

And he continued: “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.”

Robinson has more than two decades of travel industry experience spanning guided vacations, experiential travel and travel technology. Most recently, he served as President & CEO of smarTours. Prior to that, as Managing Director for North America & Oceania at Indie Campers, he helped grow the region from an early-stage presence into a scaled, multi-country business across more than 25 markets.

Earlier in his career, Robinson held senior leadership roles at RocketRez and Big Bus Tours, where he built and led sales and marketing organizations and expanded B2B distribution. He began his career in the advisor channel with Intrepid Travel, ultimately leading trade sales across North America and building relationships across major agency networks and partners.

Known for his collaborative leadership style and focus on execution, Robinson has built high-performing teams and driven sustained growth across multiple sectors of the travel industry.

Said DaSilva: “We are excited to welcome Joe and to continue our unwavering commitment to being the partner of choice for advisors across North America.”