Agency’s deep tour industry knowledge, relationships and marketing expertise position the company’s evolution and growth in a post-pandemic world.
ROCHESTER, N.Y. – Break the Ice Media, a strategic digital and PR agency based in the Finger Lakes region of New York, announced the recent acquisition of Travel Alliance Partners (TAP). An innovative North American company, TAP brings together tour operators, travel industry suppliers, preferred travel destinations, and travel buyers to collaborate on creating and promoting travel products.
For the last 20 years, TAP has been a tour operator partner-owned company, with BTI serving as its Management Company and corporate headquarters since 2018. The transfer of TAP from the tour operator owners to Break the Ice Media allows the TAP tour operators to concentrate on business growth, while the Break the Ice Media team will help propel this important travel market sector into recovery.
“The TAP business model aligns perfectly with the work that we do at Break the Ice Media,” said Break the Ice President and CEO Nicole Mahoney. “We work exclusively in the hospitality and tourism sector and this acquisition brings us deeper into the industry. We look forward to continuing to lead TAP into the future with a focus on creating travel product and moving it through the sales channels to the final booking.”
BTI will continue to run TAP’s successful programs that range from the industry’s first Guaranteed Departures program to TAP into Tuesday webinars aimed at travel professionals to view upcoming tours throughout the year. Mahoney, along with TAP’s Executive Director Lisa Doerner are already taking steps to rebuild and grow with TAP’s industry-leading format, which starts with the annual trade show, TAP Dance. After two years of virtual shows, they will convene in-person in Branson, MO from May 23-25. The event is an important step in reigniting the tour market with fresh product ideas and creative marketing approaches.
"I am thrilled that Break the Ice Media will now be spearheading the future growth of TAP, while at the same time maintaining the values of our original mission," said TAP Founder and President of Talbot Tours, Serge Talbot. "BTI has proven themselves to foster creative measures during one of the most demanding times in the travel industry."
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
