UK

United Kingdom · Sales · Principal/Manager (12-16 years)

Travel and Tourism Sales Manager

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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One email: what AI is changing in this job, the new skills it asks for, where it leads, and where to start free. With a link back here. Nothing else follows unless you confirm your address.

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  • Experience bandPrincipal/Manager (12-16 years)
  • Direct reports10-25 reports
  • Reports toDirector of Sales
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Sales Manager (Travel) · Head of Sales (Leisure & Corporate) · Commercial Manager (Travel) · Sales Lead, Travel Solutions

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
Sustainability Fluency building care for people and planet into the work
Foresight Fluency seeing round the corner
Your Plan Illustration

Built for Travel and Tourism Sales Manager

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 Travel and Tourism Sales Manager?

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

  • AI-Powered Sales Forecasting & Strategy
  • Remote & Hybrid Team Leadership
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 Travel and Tourism Sales Manager plan as you set up, starting with the free Automation Fluency module. No card.

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

Ready to pay? Subscribe for £70 a month

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

A Travel and Tourism Sales Manager runs a sales team, setting targets and coaching staff to sell trips and travel packages to clients.

4What you'd actually use

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

Salesforce / HubSpot (CRM) Strategic Ownership

Designing sales processes within the CRM, evaluating integrations with other systems, using advanced analytics for team forecasting, and ensuring data integrity for strategic decision-making. You're not just using it; you're shaping its use for your team.

Sabre / Amadeus / Travelport (GDS) Strategic Understanding

While you won't be hands-on daily, you'll need to understand GDS contract negotiations, segment fees, and how overall GDS strategy impacts your unit's profitability and operational efficiency. You'll be making decisions about which GDS to prioritise or how to optimise its use.

MS Office 365 (Excel, PowerPoint, Teams) Expert

Using Excel for complex team performance modeling, commission structure analysis, and detailed financial reporting. Designing and delivering high-stakes presentations to leadership. Managing departmental communication strategy, team meetings, and project coordination via Teams.

LinkedIn Sales Navigator / ZoomInfo Strategic Oversight

Defining the Ideal Customer Profile (ICP) for your team, negotiating enterprise contracts with data providers, and analysing the effectiveness of various lead sources to optimise prospecting efforts. You're guiding your team's lead generation strategy.

Anaplan / Workday Adaptive Planning (or similar) Advanced

Contributing to and analysing sales forecasts, territory planning models, and commission structures. Presenting the financial performance of your sales unit to leadership and making data-backed recommendations for future planning.

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 Focus Follows defined sales processes and targets. Proposes adjustments to sales tactics for individual clients. Designs and implements sales strategies for specific client segments or products.
Budget & P&L Management Operates within allocated expense budgets. Manages individual deal profitability. Makes recommendations on project-level budget allocation.
Team Hiring & Performance No hiring authority; focuses on personal performance. Provides informal feedback to peers. Mentors junior team members; provides input on performance reviews.
Supplier & Partner Negotiations Uses pre-approved supplier rates. Negotiates individual client deals within set parameters. Negotiates specific group rates or ad-hoc deals with suppliers.

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.

Departmental Revenue vs. Target
The total gross booking value generated by your sales unit compared to the agreed-upon target.
Target · Achieve 105-110% of your unit's quarterly revenue target.

If your unit's target is £1.5M for Q2, hitting £1.6M means you're 106.6% to target – a solid win.

Average Margin per Booking (Unit-wide)
The average profit margin across all bookings made by your team, after supplier costs.
Target · Maintain an average margin of >15% across all bookings.

If your team's total revenue is £1M and the cost of sales is £850K, your margin is 15%, which is exactly where we want it.

Sales Cycle Length Reduction
The average time it takes for a lead to convert into a confirmed booking for your team.
Target · Reduce average sales cycle by 10% year-on-year.

If last year's average was 45 days, we'd be looking for it to drop to around 40 days this year by optimising processes.

Team Conversion Rate (Lead-to-Book)
The percentage of qualified leads that your team successfully converts into actual bookings.
Target · Improve team conversion rate by 5-8% annually.

If your team gets 100 qualified leads and converts 30 into bookings, that's a 30% conversion rate. We'd want to see that tick up to 31.5-32.4%.

Client Retention Rate (for your segment)
The percentage of existing clients in your unit's portfolio who re-book or continue their service with us.
Target · Maintain a client retention rate of 85-90% year-on-year.

If you started the year with 200 active clients and 170 of them booked again, your retention rate is 85%.

Team Morale & Development
The overall satisfaction, engagement, and professional growth of your direct reports.
  • High scores in internal engagement surveys, low voluntary attrition within your team, visible progression of team members into more senior roles, positive feedback in 1-to-1s and performance reviews. You'll see people actively asking for your advice and guidance.
Strategic Partnership Strength
The quality and effectiveness of relationships with key internal and external stakeholders.
  • Being proactively consulted by Marketing on campaign strategy, Finance trusting your forecasts, positive feedback from key supplier partners on joint initiatives, successful negotiation of preferential rates or exclusive deals. They'll call you directly, not just email.
Market Intelligence Contribution
Your ability to gather, analyse, and share valuable insights about market trends, competitor activities, and client needs.
  • Regularly presenting actionable market insights to the Director of Sales, proactively identifying new market opportunities or threats, your team's sales pitches reflecting a deep understanding of current trends, contributing to product development discussions with relevant client feedback. You're not just reacting
  • you're informing.
Process Optimisation & Innovation
Your efforts in streamlining sales processes, improving efficiency, and introducing new, effective ways of working.
  • Documented improvements in sales workflow, successful implementation of new sales tools or methodologies, positive feedback from your team on process clarity, demonstrable reduction in administrative overhead for your sales unit. You're making things smoother for everyone.

7Would you like it

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

What people enjoy
Building High-Performing Teams

You'll spend a good chunk of your day coaching, mentoring, and strategising with your team members. This means jumping on calls, reviewing proposals, and helping them unstick tricky situations. You'll genuinely get a buzz from seeing them succeed.

A junior executive closes their first big corporate deal after weeks of your guidance, or you see a senior member take on a new leadership responsibility within the team.

Shaping Market Strategy

You'll be looking at market trends, competitor moves, and internal data to figure out where your team should focus next. This involves a lot of analysis, brainstorming, and presenting your ideas to the Director of Sales. You're not just executing; you're helping define the 'how' and 'where'.

Identifying an underserved niche in the luxury family travel market and developing a new sales approach for your team to target it, leading to a significant revenue stream.

Driving Tangible Growth & P&L Ownership

You'll be deeply involved in the numbers—revenue, margin, costs. You'll be making decisions that directly impact your unit's profitability, from setting pricing strategies to optimising operational spend. Seeing those green numbers at the end of the quarter is a big win for you.

Successfully negotiating a better commission structure with a key hotel chain, directly boosting your unit's gross profit by tens of thousands of pounds.

What frustrates people
  • The 'urgent' request from leadership that completely derails your team's focus for a week, only to be deprioritised a few days later.
  • Dealing with internal politics or bureaucracy when you're trying to get something done quickly for a client or your team.
  • Having to deliver tough feedback or manage underperformance, which is never easy, even when necessary.
  • The constant pressure to hit targets, even when external market conditions are challenging and out of your control.
  • Chasing down commission payments or resolving complex operational issues that impact client experience and, ultimately, your team's reputation.
What this role does not give you
  • A purely individual contributor sales role where you're solely responsible for your own book of business.
  • A predictable 9-to-5 schedule with no unexpected challenges or client emergencies.
  • A role free from administrative tasks, reporting, or HR-related responsibilities.
  • Complete autonomy without the need for strategic alignment with the Director of Sales and other departments.

8Who you work with

This role directly impacts our revenue and profitability targets, especially for your specific sales unit. You're responsible for not just maintaining, but growing our market share in your segment. You'll also shape our sales culture, develop future leaders, and help us adapt to changes in the travel market. Honestly, your decisions here can make or break a quarter for your part of the business.

Inside the business
  • Director of Sales (your boss, obviously)
  • Marketing Manager (for lead generation and campaigns)
  • Finance Manager (for budgeting, P&L, and commission structures)
  • Operations Manager (to ensure we can actually deliver what we sell)
  • HR Business Partner (for hiring, performance, and team development)
Outside the business
  • Key Supplier Partners (airlines, hotel chains, DMCs)
  • Senior Corporate Clients (those big accounts that matter)
  • Industry Associations (for networking and market insights)
  • Technology Vendors (for CRM, GDS, and other sales tools)

9What you need before you start

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

  • Proven track record of consistently exceeding individual sales targets for 5+ years in the travel and tourism sector.
  • Demonstrable experience in a senior sales role (e.g., Senior Sales Executive, Key Account Manager) with informal leadership or mentoring responsibilities.
  • Strong understanding of the end-to-end sales cycle for complex travel products (e.g., luxury FIT, corporate accounts, MICE).
  • Experience with CRM systems (Salesforce/HubSpot) for pipeline management, reporting, and forecasting.
  • A solid grasp of basic financial principles, including profit margins, revenue generation, and cost control.
  • Excellent communication and presentation skills, with experience presenting to both clients and internal stakeholders.

10What to practise next

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

Advanced CRM Configuration & Automation

CRMs are becoming more powerful, offering deeper customisation and automation capabilities. As a manager, you'll need to understand how to configure these systems to support your sales strategy, automate routine tasks for your team, and extract more sophisticated insights without needing a dedicated admin.

Workflow Automation Design · Custom Report & Dashboard Building · Integration Strategy · Data Governance & Quality

  • This week: Explore the advanced reporting features in your current CRM. Try building a custom dashboard for your team's top 3 KPIs.
  • This month: Take an online course on 'Advanced Salesforce Admin' or 'HubSpot CRM Customisation' (focus on the managerial aspects).
  • Month 2: Identify one manual task your team does in the CRM that could be automated and work with IT/CRM admin to implement it.
  • Month 3: Conduct a 'CRM health check' for your team, identifying data quality issues and proposing solutions.

Quick win: Create a 'best practice' guide for your team on how to log specific client interactions in the CRM to improve data consistency for future analysis.

Data Visualisation & Storytelling for Sales Leaders

Simply presenting numbers isn't enough; you need to tell a compelling story with data to influence leadership, motivate your team, and secure resources. Tools like Tableau, Power BI, or even advanced Excel charts are essential for transforming raw data into clear, actionable insights.

Choosing the Right Chart Type · Dashboard Design Principles · Narrative with Data · Interactive Visualisations

  • This week: Review your last sales presentation. Could any of the data have been presented more clearly or impactfully?
  • This month: Take an online course on 'Data Visualisation with Power BI' or 'Storytelling with Data'.
  • Month 2: Re-design one of your regular sales reports into a more visually engaging dashboard using a tool like Power BI or even advanced Excel.
  • Month 3: Present your newly designed report to your Director of Sales, seeking feedback on clarity and impact.

Quick win: Start using more visual elements (charts, infographics) in your internal team communications and presentations. Avoid dense tables of numbers.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry conferences (e.g., World Travel Market, ITB Berlin) to stay on top of market trends and expand your network.
  • Participate in leadership development programmes or executive coaching to refine your management style and strategic thinking.
  • Join professional sales management associations to share best practices and learn from peers.
  • Read widely on sales psychology, business strategy, and team motivation. Keep that brain sharp!
  • Seek out opportunities to mentor junior managers or high-potential sales executives, even outside your direct team.

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.

AI-Powered Sales Forecasting & Strategy

Traditional forecasting methods are becoming less accurate in volatile markets. AI can analyse vast datasets (market trends, historical performance, sentiment analysis) to predict sales outcomes with much higher precision. Managers who can interpret and act on these AI-driven insights will have a significant competitive edge.

  • Predictive Analytics for Sales
  • Anomaly Detection in Performance
  • Scenario Planning with AI
  • Ethical Use of AI in Sales

Remote & Hybrid Team Leadership

The shift to remote and hybrid work isn't going anywhere. Managing a geographically dispersed team requires a different set of leadership skills, from fostering connection and culture to ensuring productivity and accountability without constant physical presence. Managers who master this will retain top talent and access a wider talent pool.

  • Virtual Engagement Strategies
  • Asynchronous Communication Best Practices
  • Performance Management in a Hybrid Environment
  • Building Psychological Safety Remotely

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Sales Strategy & Planning
  • P&L Management & Financial Analysis
  • Supplier Contract Negotiation
  • Market Segmentation & Targeting
  • Sales Process Optimisation

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

    Senior Travel Sales Executive

    3-5 years in a senior individual contributor role.

    Skills to master

    • Consistently exceeding high individual targets, mentoring junior colleagues, leading complex client accounts, and demonstrating strong commercial acumen beyond just your own sales.

    You're ready to move on when

    • You're the go-to person for complex client issues or tricky negotiations.
    • You've informally mentored 2-3 junior executives who have shown significant improvement.
    • You've taken the lead on a significant project or initiative that impacted the wider sales team.
    • You're actively contributing to sales strategy discussions, not just executing them.
  2. 2

    Key Account Director / Team Lead (Sales)

    2-4 years managing a portfolio of strategic accounts or a small team.

    Skills to master

    • Building deep, long-term relationships with high-value clients, managing a small team's performance, strategic account planning, and influencing internal stakeholders.

    You're ready to move on when

    • You've successfully grown our top 5-10 accounts significantly year-on-year.
    • You've directly supervised or led a small team to achieve their collective targets.
    • You're regularly presenting strategic account plans to senior leadership.
    • You've taken ownership of resolving complex client issues that impact significant revenue.
  3. 3

    Business Development Manager (Travel Sector)

    4-6 years focused on identifying and securing new business opportunities.

    Skills to master

    • Market research, lead generation, new client acquisition strategy, building pipelines from scratch, and strong negotiation skills for initial contracts.

    You're ready to move on when

    • You've successfully opened up significant new revenue streams or market segments.
    • You're an expert at identifying and qualifying high-potential new business leads.
    • You're comfortable presenting our value proposition to C-suite level prospects.
    • You've built and managed a strong new business pipeline that consistently converts.

15Where this role leads

The long view: This role can lead to VP of Sales or Chief Commercial Officer, or Managing Director of a travel company.

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 Travel and Tourism Sales Manager is actually changing.

Where it leads

Roles this leads to

Also named as a next step, with no page in the catalogue yet:

  • Head of Commercial / Head of Business Development

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 Travel and Tourism Sales Manager.

Sell tourism related products and services Level 3

Applied to your work in Travel and Tourism Sales Manager

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
Travel and Tourism Sales Manager
  • Sales Strategy & Planning
  • P&L Management & Financial Analysis
  • Supplier Contract Negotiation
  • Market Segmentation & Targeting
  • Sales Process Optimisation
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

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

  1. Director of Sales

    3-5 years as a Sales Manager.

    From managing a unit to overseeing the entire sales function, setting company-wide sales strategy, and reporting to executive leadership.

    • Advanced P&L Management (multi-unit) Managing P&L across multiple sales units or entire business lines.
    • Global Market Expansion Identifying and developing new international markets for sales growth.
    • Key Supplier Relationship Management (Strategic) Negotiating multi-million-pound contracts with global partners.
    • Sales Technology Roadmap Defining the long-term strategy for sales tech stack and digital transformation.

  2. Head of Commercial / Head of Business Development

    3-5 years as a Sales Manager.

    Shifting focus from managing an existing sales team to driving new business growth, partnerships, and market expansion at a broader organisational level.

    • Complex Deal Structuring Designing bespoke commercial agreements for large, strategic clients or partners.
    • Global Business Development Building and managing a pipeline of opportunities across different regions.
    • Investment & Funding Pitches (Commercial aspects) Contributing to investor presentations from a commercial growth perspective.
    • Cross-Industry Collaboration Identifying and working with partners outside the immediate travel sector to create new revenue streams.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, as a Sales Manager, your plate is always full. You're juggling team coaching, strategic planning, P&L reviews, and probably a few fires. What if you could reclaim a significant chunk of your week, not by working harder, but by working smarter? That's where AI comes in.

We're not talking about replacing your human touch; we're talking about giving you a powerful co-pilot. Our AI tools can handle the grunt work, analyse complex data, and even help you anticipate market shifts, freeing you up to focus on what truly matters: leading your team, building relationships, and driving strategic growth.

Smart Sales Forecasting & Performance Analysis

AI can crunch historical data, market trends, and team pipeline metrics in seconds to give you highly accurate sales forecasts. It'll also highlight performance anomalies, identify top performers, and pinpoint areas where your team needs extra coaching, all before you even open a spreadsheet. Imagine getting a daily summary of 'what's working' and 'what needs attention' for your entire unit.

Market & Competitor Intelligence

Instead of spending hours researching new destinations, competitor packages, or emerging travel trends, an AI assistant can summarise the latest market intelligence for you. Ask it for 'the top 3 new luxury hotel openings in the Maldives this quarter' or 'a summary of competitor pricing for corporate travel packages' and get an instant, concise answer. This helps you refine your unit's strategy and stay ahead.

Automated Coaching Insights & Feedback

Imagine AI analysing anonymised call recordings or CRM notes to identify common objections, successful closing techniques, or areas where your team members might be struggling. It can then suggest personalised coaching points for each executive, helping you deliver more impactful and data-driven feedback in your 1-to-1s. It's like having an extra set of eyes and ears, without the bias.

Strategic Document Drafting & Presentation Prep

Need to draft a quarterly business review for the Director of Sales? Or put together a strategic plan for a new market segment? AI can generate initial drafts of reports, executive summaries, and even presentation outlines based on your data and key points. This cuts down hours of writing and formatting, letting you focus on refining the message and telling a compelling story.

Common questions

Common questions

How do you become a Travel and Tourism Sales Manager?

Common routes in include Senior Travel Sales Executive (3-5 years in a senior individual contributor role.), Key Account Director / Team Lead (Sales) (2-4 years managing a portfolio of strategic accounts or a small team.) and Business Development Manager (Travel Sector) (4-6 years focused on identifying and securing new business opportunities.). Times vary with prior experience.

Where can a Travel and Tourism Sales Manager progress to?

This role can lead on to Director of Sales (3-5 years as a Sales Manager.) and Head of Commercial / Head of Business Development (3-5 years as a Sales Manager.), depending on the skills you build.

What new skills matter most for a Travel and Tourism Sales Manager?

Increasingly, AI-Powered Sales Forecasting & Strategy and Remote & Hybrid Team Leadership. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

17Where to go from here

Other roles at Level 5

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

The skills built here transfer to sales leadership roles in other service industries, such as hospitality, events, or B2B sales. Leading a sales team and driving revenue works the same way across sectors.

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 Automation Fluency 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.