Last updated: 01:50 AM ET, Mon October 29 2012

Welcome to Travalliance!


In less than a decade we’ve built two different companies that have each earned a place on the Inc. magazine list of the fastest growing privately held companies in the United States. Our first business, Performance Media Group, landed on the list in 2008, 2009 and 2010, and at one point ranked as the 10th fastest growing media company in the U.S. In 2011 you’ll see another name on the list - we just received advance notice that our second company, TravelTribe, has made the list for the first time.

Why should you care? The answer is both companies have been built with the goal of helping travel agents and their customers make informed travel decisions. The absolute resilience and strength of the travel agency channel, coupled with the loyalty of its customer base, has made this success possible. Another reason why you should care is because we are only just getting started when it comes to supporting everything you do and how you interact with your customers. This is critically important as we watch the continuing evolution of travel as it looks forward, as well as backwards, at the same time.

Indeed, travel distribution is moving towards a hybrid model that combines the travel agent’s personal touch with the right high-tech tools that consumers demand. Instead of an online only or offline only approach, the travel industry needs to recognize how these two worlds are coming together to serve the consumer.

It is our recognition of this dynamic that has led us to combine the assets of our two high-performing travel agent-focused businesses into a single new brand called Travalliance. This new brand reflects the shift we are all seeing today, because it combines our rich content assets with the enabling tools that travel professionals need to provide the right service to their clients.

Imagine being able to service your client at the highest levels, and in a manner that puts you inside the transaction, no matter how your customer chooses to book. By combining all of our assets into a single unified network, we are able to better meet your needs as travel agents, as well as your customers’ needs on a 24/7 basis.

Travel suppliers and destinations that are partnered with us are able to communicate their sales and marketing messages seamlessly wherever and whenever conversations about their brand, their category or their destination are taking place. This is a powerful combination that has never been seen before in the travel industry and one that will change both the media landscape as well as how suppliers and destinations get business from travel agents…and their customers.

Our new brand is Travalliance and our tag line is Travel Forward. Come on board and help us take travel distribution - and your business - forward.

Mark Murphy is president and CEO of Travalliance, parent of, Agent@Home magazine, Vacation Agent magazine,, Travel Agent Academy and Virtual Travel Events.