UK

United Kingdom · Sales · Director/VP (16-20 years)

Director of Sales, Travel & Tourism

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandDirector/VP (16-20 years)
  • Direct reports25-100+ reports
  • Reports toChief Commercial Officer (CCO) or VP of Sales
  • UK framework levelUsually a director, accountable for a division and its numbers

Also advertised as Head of Sales (Travel) · Sales Director (Travel Sector) · Commercial Director, Travel · VP, Sales (Travel & Tourism)

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

iCQ Level 3 Diploma in Travel Services iCan Qualifications Limited · Level 3 · covers 8 of 10 standards
iCQ Level 2 Diploma in Travel Services iCan Qualifications Limited · Level 2 · covers 4 of 10 standards
Pearson BTEC Level 1/Level 2 First Extended Certificate in Travel and Tourism Pearson Education Ltd · Level 2 · covers 1 of 10 standards
Pearson BTEC Level 1/Level 2 First Certificate in Travel and Tourism Pearson Education Ltd · Level 2 · covers 1 of 10 standards
Pearson BTEC Level 3 Diploma in Transport Planning Pearson Education Ltd · Level 3 · covers 1 of 10 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Sell tourism related products and services iCQ Level 3 Diploma in Travel Services
Generate increased travel and tourism sales iCQ Level 2 Diploma in Travel Services
Promotion and Sales in Travel and Tourism Pearson BTEC Level 1/Level 2 First Extended Certificate in Travel and Tourism
Principles of Changing Travel Behaviour Pearson BTEC Level 3 Diploma in Transport Planning

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs
Sustainability Fluency building care for people and planet into the work
Your Plan Illustration

Built for Director of Sales, Travel & Tourism

4 units that map to this job, from the qualifications that cover it.

  1. Sell tourism related products and services iCan Qualifications Limited · covers 8 of 10 standards Level 3
  2. Generate increased travel and tourism sales iCan Qualifications Limited · covers 4 of 10 standards Level 2
  3. Promotion and Sales in Travel and Tourism Pearson Education Ltd · covers 1 of 10 standards Level 2
  4. Principles of Changing Travel Behaviour Pearson Education Ltd · covers 1 of 10 standards Level 3
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Director of Sales, Travel & Tourism?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Sustainable Tourism Sales Strategy
  • AI-Driven Sales Operations & Analytics
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Director of Sales, Travel & Tourism plan as you set up, starting with the free Growth Mindset module. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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Keep this read. One email with what AI is changing in this job, the new skills it asks for and where to start free. Nothing else follows unless you confirm your address.

3What this role really is

This role leads the sales operation for a travel and tourism business, setting direction and targets across multiple segments.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Salesforce / HubSpot (Strategic Ownership) Expert

Designing sales processes within the CRM, evaluating integrations with other systems (e.g., marketing automation, finance), and using advanced analytics for enterprise-level forecasting and performance management. You'll define the 'what' and 'why' for the platform.

Sabre / Amadeus / Travelport (Strategic Understanding) Advanced

Not hands-on daily, but you'll understand GDS contract negotiations, segment fees, and how overall GDS strategy impacts profitability and market access. You'll be involved in high-level discussions around GDS partnerships and their commercial implications.

Anaplan / Workday Adaptive Planning (Financial & Sales Planning) Advanced

Contributing to and analysing sales forecasts, territory planning models, and commission structures. Presenting the financial performance of the sales unit to leadership and using these platforms for strategic resource allocation.

MS Office 365 (Excel, PowerPoint) / MS Teams (Executive Level) Expert

Using Excel for complex team performance modeling and P&L analysis. Designing and delivering high-stakes, data-driven presentations to the board and executive leadership. Managing departmental communication strategy and collaboration across a large, distributed team in Teams.

LinkedIn Sales Navigator / ZoomInfo (Strategic Oversight) Advanced

Defining the Ideal Customer Profile (ICP) for the entire sales team, negotiating enterprise contracts with data providers, and analysing lead source effectiveness to optimise top-of-funnel activities. You'll guide the strategy for prospecting, not do the daily searches.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Sales Strategy & Market Entry N/A N/A N/A
Budget Allocation (Sales Department) N/A N/A N/A
Major Supplier Contracts N/A N/A N/A
Team Structure & Hiring (Management Level) N/A N/A N/A

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Overall Sales Revenue vs. Target
The total gross booking value (GBV) generated by the entire sales department against the annual and quarterly targets.
Target · Achieve 105-110% of annual revenue target (e.g., £10M-£50M+ GBV)

If the annual target is £25M, you'll be expected to deliver at least £26.25M. This isn't just about volume; it's about the quality of that revenue.

Market Share Growth (Specific Segments)
Increase our market share in key strategic segments, like luxury travel, corporate MICE, or specific destination markets.
Target · Grow market share in identified segments by 2-5% year-on-year

Expanding our luxury FIT market share in the UK from 8% to 10% within 12 months, based on industry reports and internal data.

Sales Cycle Length Optimisation
Reducing the average time it takes for a lead to convert into a booked and paid-for trip across the sales organisation.
Target · Reduce average sales cycle by 10-15% (e.g., from 45 days to 38 days)

Implementing new processes or tech that shortens the time from initial enquiry to confirmed booking, meaning faster cash flow and happier clients.

Cost of Sale & Sales P&L Performance
Managing the overall budget for the sales department, ensuring efficiency, and delivering a healthy profit and loss statement for your unit.
Target · Maintain Cost of Sale below 8% of GBV; deliver £2M-£10M+ in net profit for the sales unit

Keeping team expenses in check, optimising lead generation spend, and negotiating better supplier commissions to ensure a strong bottom line for the sales division.

New Market/Product Penetration
Successfully launching and generating revenue from new travel products or expanding into previously untapped geographical markets.
Target · Achieve £500K-£1M+ GBV from new initiatives within 12 months

Successfully launching a new 'sustainable adventure travel' product line and generating £750K in bookings within its first year, or opening up a new corporate travel segment in a different region.

Strategic Supplier Relationships
Building and maintaining high-level relationships with key airlines, hotel groups, and DMCs that result in preferential rates, exclusive allocations, and joint marketing opportunities.
  • Securing exclusive 'block space' deals, receiving early access to new products/promotions, joint presentations to key clients, positive feedback from supplier leadership on collaboration and partnership value.
Sales Team Morale & Retention
Fostering a positive, high-performance culture within the sales organisation that attracts and retains top talent, reducing churn and improving overall productivity.
  • Employee engagement survey scores (e.g., >80% satisfaction), low voluntary attrition rates (<10% annually), internal promotions, positive feedback in 1-to-1s with managers, strong internal referral programme participation.
Strategic Influence & Board Reporting
Effectively communicating sales performance, market insights, and strategic recommendations to the C-Suite and Board, influencing overall company direction.
  • Regular invitations to Board meetings, strategic recommendations being adopted by executive leadership, positive feedback on clarity and impact of presentations, proactive consultation on M&A opportunities or major business pivots.
Sales Process Innovation
Identifying inefficiencies and implementing new sales methodologies, technologies, or training programmes that significantly improve team effectiveness and client experience.
  • Successful rollout of a new CRM module, measurable improvements in sales efficiency (e.g., time saved per quote), positive feedback from sales managers on new tools/processes, documented improvements in conversion rates due to process changes.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Driving Significant Business Growth

You're constantly looking at the big picture: where can we expand? What new markets can we tap? How do we get to that next revenue milestone? You get a real buzz from seeing your strategic plans translate into tangible, large-scale growth for the company.

Leading the charge to open a new corporate travel division that adds £5M to the annual revenue, or successfully launching a new destination that becomes a top seller.

Building and Mentoring High-Performing Teams

You genuinely enjoy developing your managers and their teams. You spend time coaching, strategising with your direct reports, and creating a culture where people feel empowered to succeed. Seeing your team members grow and hit their targets is a huge win for you.

Watching a Sales Manager you've mentored step up to take on a larger regional role, or seeing your entire team exceed their quarterly targets because of the processes and support you've put in place.

Strategic Impact and Influence

You thrive on being in the room where major company decisions are made, contributing your sales expertise to shape the overall business strategy. You want your voice heard and your insights to directly influence product development, marketing campaigns, and even M&A discussions.

Presenting a compelling case to the board for investing in a new travel tech platform, or successfully advocating for a shift in product focus based on your team's market insights.

What frustrates people
  • Boardroom scrutiny when targets are missed, even if external factors are largely to blame.
  • Internal politics and resource battles with other departments (e.g., Marketing, Product, Finance).
  • The constant pressure to innovate and stay ahead of competitors in a rapidly evolving market.
  • Having to make tough decisions about team performance or structural changes that impact people.
  • Supplier negotiations that drag on for months, eating up your time and delaying new initiatives.
  • The sheer volume of information you need to digest and act upon daily—it's a lot.
What this role does not give you
  • A quiet, predictable work environment where you can focus on individual sales.
  • Guaranteed success, regardless of market conditions or external shocks.
  • The luxury of avoiding difficult conversations or strategic trade-offs.
  • A role where you're not constantly challenged to justify your decisions and vision.

8Who you work with

This role directly impacts the company's top-line revenue, overall profitability, and market positioning within the travel and tourism industry. Your decisions influence everything from product development to marketing spend and operational capacity. A strong Director of Sales ensures sustainable growth, builds a robust sales pipeline, and ultimately drives shareholder value. Get it right, and you're a major contributor to the company's success; get it wrong, and the entire business feels the crunch.

Inside the business
  • Chief Commercial Officer (CCO)
  • Chief Marketing Officer (CMO)
  • Chief Financial Officer (CFO)
  • Head of Product
  • Head of Operations
  • Legal & Compliance Team
Outside the business
  • Major Airline & Hotel Group Sales Leadership
  • Global Distribution System (GDS) Account Managers
  • Strategic Travel Technology Vendors
  • Industry Bodies (e.g., ABTA, IATA)
  • Key Corporate Clients & Travel Managers
  • Investors & Board Members

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record of leading and managing a large sales team (20+ individuals, including managers) in a travel or related industry for at least 5-7 years.
  • Demonstrable experience in setting and achieving ambitious revenue targets (e.g., £5M+ annual GBV) at a departmental or business unit level.
  • Extensive experience in strategic planning, market analysis, and developing successful go-to-market strategies.
  • Strong background in negotiating and managing high-value, complex commercial contracts with major suppliers or enterprise clients.
  • Deep understanding of sales operations, CRM optimisation, and the use of data to drive sales performance.
  • Experience presenting to and influencing C-suite executives and board members.

10What to practise next

Where the job is going, and what to do about it starting this week.

Data-Driven Strategic Planning (Advanced Analytics)

The sheer volume and complexity of sales data will continue to grow. Directors need to move beyond standard dashboards to truly understand and interpret advanced analytics, using them to forecast market shifts, optimise resource allocation, and identify nuanced growth opportunities that competitors might miss.

Interpreting predictive sales models and their und · Understanding customer lifetime value (CLTV) and i · Using cohort analysis to track customer behaviour · A/B testing sales methodologies and product offeri · Data governance and ensuring data quality for stra

  • This quarter: Work closely with your Sales Operations team to review and challenge existing data models and reporting structures.
  • Next 6 months: Engage with a data science consultant or internal expert to deepen your understanding of advanced analytical techniques relevant to sales.
  • Next 12 months: Lead an initiative to implement a new strategic analytics platform or enhance existing capabilities to provide deeper insights.
  • Ongoing: Make data integrity a standing agenda item in your leadership meetings; 'garbage in, garbage out' applies at the strategic level too.

Quick win: Request a deep dive from your Sales Ops team into one specific metric (e.g., average deal size by segment) to understand all the underlying data and assumptions. Ask 'why' five times.

Digital Transformation Leadership (Sales Focus)

The entire customer journey is becoming increasingly digital. As Director, you'll need to lead the digital transformation of your sales processes, ensuring seamless integration between online channels, marketing automation, and direct sales efforts. This isn't just about adopting new tech; it's about fundamentally rethinking how we sell.

Orchestrating the digital customer journey from in · Integrating CRM with marketing automation, e-comme · Understanding the role of AI chatbots and virtual · Cybersecurity best practices for protecting custom · Evaluating and implementing new sales enablement p

  • This quarter: Collaborate with the IT and Marketing teams to map out the current digital customer journey and identify key pain points for sales.
  • Next 6 months: Research and evaluate potential new digital tools or platforms that could enhance the sales process (e.g., advanced virtual selling tools).
  • Next 12 months: Lead a cross-functional project to implement a significant digital enhancement to the sales workflow, measuring its impact.
  • Ongoing: Foster a culture of digital literacy within your sales leadership team, encouraging them to explore and champion new technologies.

Quick win: Review your current sales team's use of digital communication tools. Are they using them effectively? Are there any quick wins to improve efficiency or client experience?

11Staying current once you are in

What people here do to keep up
  • Regularly attend and speak at major travel industry conferences (e.g., World Travel Market, ITB Berlin) to stay abreast of trends and expand your network.
  • Participate in executive leadership programmes focused on strategic sales, digital transformation, or P&L management.
  • Engage with industry thought leaders through webinars, podcasts, and publications to continuously evolve your strategic thinking.
  • Mentor emerging leaders within the company, which is a fantastic way to refine your own leadership skills and give back.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Sustainable Tourism Sales Strategy

Customers, particularly younger demographics, are increasingly prioritising sustainable and ethical travel options. Regulators are also pushing for greater transparency. Sales leaders need to integrate sustainability into their offerings and messaging, not just as a 'nice-to-have' but as a core selling point.

  • Understanding carbon offsetting and its implicatio
  • Communicating the environmental and social impact
  • Identifying and partnering with eco-certified supp
  • Developing sales narratives that highlight respons
  • Measuring and reporting on the sustainability impa

AI-Driven Sales Operations & Analytics

AI isn't just a tool; it's a paradigm shift in how sales operations are run. Directors will need to move beyond basic CRM reporting to leveraging AI for predictive analytics, hyper-personalisation at scale, and automating entire segments of the sales process. Those who don't will be outmanoeuvred.

  • Implementing AI for lead scoring and predictive co
  • Using generative AI for personalised proposal gene
  • AI-powered sales coaching and performance analysis
  • Ethical considerations and bias detection in AI-dr
  • Integrating AI tools seamlessly into existing CRM

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Global Market Entry & Expansion Strategy
  • Enterprise Account Management & Negotiation
  • Sales Transformation & Process Optimisation
  • P&L Management & Financial Modelling
  • Sales Forecasting & Pipeline Management (Strategic)

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Sales Manager (Large Division/Region)

    5-8 years at this level

    Skills to master

    • Mastering P&L responsibility for a significant sales unit, developing and retaining a team of managers, driving market share in a specific region, and consistently exceeding multi-million-pound targets.

    You're ready to move on when

    • Consistently exceeding revenue targets for your division by 10%+
    • Developing 2-3 managers who have been promoted to more senior roles.
    • Successfully launching a new product or penetrating a new market segment.
    • Demonstrating strong cross-functional collaboration with Product and Marketing.
    • Presenting strategic plans and results to executive leadership with confidence.
  2. 2

    Head of Commercial / Head of Sales (SME Company)

    3-6 years at this level

    Skills to master

    • Taking full ownership of the commercial function in a smaller organisation, building sales processes from the ground up, managing all aspects of revenue generation, and reporting directly to a CEO or MD.

    You're ready to move on when

    • Scaling a smaller company's revenue significantly (e.g., 2x-3x growth).
    • Building and leading a complete sales team from scratch or through significant growth.
    • Successfully navigating a competitive market with limited resources.
    • Demonstrating entrepreneurial drive and full commercial accountability.

15Where this role leads

The long view: This role can lead to chief executive positions in travel companies, or board and non-executive director roles drawing on that leadership experience.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Director of Sales, Travel & Tourism is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • VP of Sales / Chief Commercial Officer (CCO)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Sell tourism related products and services, worked against Director of Sales, Travel & Tourism.

Sell tourism related products and services Level 3

Applied to your work in Director of Sales, Travel & Tourism

This unit aims to equip learners with the knowledge and skills required to effectively sell tourism-related products and services. Learners will understand sales techniques, customer needs, and product knowledge to promote tourism offerings and secure bookings. Upon completion, learners will be able to confidently close sales and meet customer expectations in the tourism sector.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

See Your Progress Grow Illustration
Director of Sales, Travel & Tourism
  • Global Market Entry & Expansion Strategy
  • Enterprise Account Management & Negotiation
  • Sales Transformation & Process Optimisation
  • P&L Management & Financial Modelling
  • Sales Forecasting & Pipeline Management (Strategic)
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Director of Sales, Travel & Tourism is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. VP of Sales / Chief Commercial Officer (CCO)

    3-5 years

    Level 7 (C-Suite)

    • Defining and executing enterprise-level commercial strategy.
    • Leading M&A due diligence and integration for commercial functions.
    • Managing relationships with major investors and analysts.
    • Shaping the company's overall market positioning and brand narrative.
Working with AI on the job

Working with AI

Where AI is starting to help

Imagine having more time for high-level strategy, deep market analysis, and meaningful team development. That's the reality when you embrace AI as a force multiplier for your sales organisation.

At the Director level, AI isn't about automating your individual tasks (though it helps your team with that); it's about giving you the insights and efficiency to lead more effectively. We're talking about optimising entire processes, empowering your managers, and freeing up your own schedule for what truly matters: driving the business forward.

Itinerary Scaffolding for Managers

Imagine your managers getting a baseline itinerary for complex client requests in seconds. AI drafts the initial structure, freeing them to focus on customisation and client relationship building, rather than tedious manual assembly. This means faster quote delivery and happier teams.

Predictive Upsell Analytics (Strategic View)

AI analyses vast datasets to identify macro trends and hyper-personalised upsell opportunities across your entire client base. As Director, you'll use these insights to guide product development, refine sales pitches, and train your teams on the most profitable cross-sell strategies.

Instant Global Market Intelligence

Need to understand the visa requirements for a new market, or the top luxury hotel openings in a specific region? An AI assistant can summarise this instantly. This saves you and your leadership team hours of research, allowing for quicker, data-backed strategic decisions on market expansion.

Smart Communication Automation (Team-Wide)

Implement AI tools that automate routine but critical client communications across your sales force. From personalised follow-ups to pre-departure checklists, this ensures consistency, reduces manual effort for your team, and frees them up for higher-value client engagement. You'll oversee the strategy, not the individual emails.

Common questions

Common questions

How do you become a Director of Sales, Travel & Tourism?

Common routes in include Sales Manager (Large Division/Region) (5-8 years at this level) and Head of Commercial / Head of Sales (SME Company) (3-6 years at this level). Times vary with prior experience.

Where can a Director of Sales, Travel & Tourism progress to?

This role can lead on to VP of Sales / Chief Commercial Officer (CCO) (3-5 years), depending on the skills you build.

What new skills matter most for a Director of Sales, Travel & Tourism?

Increasingly, Sustainable Tourism Sales Strategy and AI-Driven Sales Operations & Analytics. These are the skills our record of this role lists as growing.

Free tools

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17Where to go from here

Other roles at Level 7

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in sales

Stay in the field you know and move sideways rather than up.
If you leave this industry

Experience as a Director of Sales in Travel and Tourism transfers to similar leadership roles in other service industries, such as hospitality, events or leisure. It can also lead to broader commercial leadership roles in technology companies that serve the travel sector.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my free Growth Mindset module What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.