UK

United Kingdom · Sales · Mid-Level (2-5 years)

Travel and Tourism Sales Executive

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 bandMid-Level (2-5 years)
  • Direct reportsNo direct reports
  • Reports toSales Manager, Travel & Tourism
  • UK framework levelUsually a coordinator, or early in a professional job

Also advertised as Travel Sales Consultant · Travel Specialist · Account Executive (Travel)

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 7 of 10 standards
iCQ Level 2 Diploma in Travel Services iCan Qualifications Limited · Level 2 · covers 7 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

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

The units you would start with

Sell travel 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

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
Frontier Fluency the next wave, beyond mainstream AI
Your Plan Illustration

Built for Travel and Tourism Sales Executive

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

  1. Sell travel related products and services iCan Qualifications Limited · covers 7 of 10 standards Level 3
  2. Generate increased travel and tourism sales iCan Qualifications Limited · covers 7 of 10 standards Level 2
  3. Promotion and Sales in Travel and Tourism Pearson Education Ltd · covers 1 of 10 standards Level 2
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 Executive?

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

  • Hyper-Personalisation at Scale
  • Advanced Digital Storytelling (Visual & Interactive)
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 Executive plan as you set up, starting with the free AI Fluency 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

A travel and tourism sales executive helps clients plan and book trips, from first enquiry to the final itinerary.

4What you'd actually use

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

Salesforce / HubSpot (CRM) Basic

Accurately logging all client interactions, updating lead statuses, generating standard quotes from templates, and keeping your pipeline up-to-date. You'll live in this system.

Sabre / Amadeus / Travelport (GDS) Basic

Performing simple fare lookups, checking availability for flights and hotels, and creating basic Passenger Name Records (PNRs) under guidance. You'll use this for core booking tasks.

Travefy / Wetu (Itinerary Builder) Intermediate

Using pre-built templates to create professional, visually appealing client proposals and itineraries. You'll be customising these quite a bit to match client needs.

MS Office 365 (Excel, PowerPoint, Teams) Intermediate

Creating basic commission tracking sheets in Excel, using PowerPoint templates for client presentations, and communicating effectively in Teams channels for internal collaboration.

LinkedIn Sales Navigator / ZoomInfo (Lead Gen) Basic

Identifying and qualifying leads based on our Ideal Customer Profile (ICP) and conducting initial outreach. This is where you find new business.

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
Client Discount Approval No authority; must escalate all discount requests to supervisor. Can approve discounts up to 2% of total booking value without approval. Discounts between 2-5% require Sales Manager sign-off. Anything above 5% needs Director approval. Can approve discounts up to 5% of total booking value. Discounts between 5-10% require Sales Manager approval. Strategic discounts above 10% require Director approval and clear justification.
Supplier Selection for Itinerary Selects from pre-approved supplier list based on supervisor's guidance. Independently selects preferred suppliers from approved list based on client needs and profitability. Can propose new suppliers but requires Sales Manager approval to use. Independently selects and recommends suppliers, including negotiating ad-hoc rates. Can onboard new suppliers after vetting and Sales Manager approval.
Itinerary Changes Post-Booking All changes must be reviewed and approved by supervisor before actioning. Can action minor changes (e.g., flight time adjustments, hotel room type upgrades) independently if within policy and no cost impact. Major changes or those with cost implications require Sales Manager approval. Full authority for most itinerary changes, including re-routing and re-ticketing, managing cost implications, and client communication. Only M&A-level changes or significant financial write-offs require Director approval.
Handling Client Complaints/Issues Escalate all client complaints immediately to supervisor for resolution. Can resolve routine client issues (e.g., minor hotel issues, transfer delays) using established protocols. Escalates complex or high-impact complaints to Sales Manager. Resolves most client complaints and issues independently, including offering compensation (within a defined budget, e.g., up to £250) or alternative arrangements. Engages legal/senior leadership for high-risk situations.

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.

Gross Booking Value (GBV)
The total value of all travel bookings you make.
Target · Achieve £500,000 - £750,000 in annual GBV

If you book a £10,000 luxury safari, a £2,000 city break, and a £500 flight, that's £12,500 towards your GBV target for the month.

Booking Conversion Rate
The percentage of enquiries or quotes that turn into confirmed bookings.
Target · Maintain a 25-30% lead-to-book conversion rate

If you send out 10 quotes in a month and 3 of them get booked, your conversion rate is 30%. We want to see you turning those conversations into actual trips.

Average Margin per Booking
The average profit we make on each trip you sell, after supplier costs.
Target · Maintain an average margin of 12-15% across all bookings

You sell a package for £3,000, and it costs us £2,550 from suppliers. That's a £450 profit, or 15% margin. We're looking for you to protect that profit.

Quote Turnaround Time
How quickly you send out initial quotes after receiving an enquiry.
Target · Deliver initial quotes within 24 hours for standard requests, 48 hours for complex ones

A client calls on Monday morning asking for a weekend break in Edinburgh. You should have a quote in their inbox by Tuesday morning at the latest. Speed matters here.

Client Satisfaction & Retention
How happy your clients are, leading to repeat business and referrals.
  • You'll see this in repeat bookings from the same clients, direct referrals to their friends or colleagues, and positive feedback (or lack of complaints!) after their trips. We'll also look at your personal client retention rate year-on-year.
Supplier Relationship Quality
The strength of your working relationships with airlines, hotels, and DMCs.
  • This shows up when suppliers go the extra mile for your clients (e.g., finding a last-minute room, offering a better rate), or when you can quickly resolve an issue because you have a good contact. Your manager might also get feedback directly from key suppliers.
Itinerary Quality & Personalisation
How well your designed itineraries truly match the client's unspoken needs and desires.
  • Are clients consistently delighted with the suggestions you make? Do they rarely ask for major changes after seeing your initial proposal? This means you've really listened and understood them. Look for clients saying things like, 'It's exactly what I wanted, but I didn't know how to ask for it!'
Proactive Problem Solving
Your ability to spot potential issues before they become big problems and find solutions.
  • This means you're not just reacting to client complaints, but anticipating things like flight changes, visa issues, or local disruptions. You'll be the one calling the client to say, 'Heads up, there's a potential train strike, I've already looked into alternatives for you.' That's gold.

7Would you like it

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

What people enjoy
Building Lasting Client Relationships

You genuinely enjoy getting to know your clients, understanding their travel preferences, and becoming their trusted advisor for all things travel. You'll spend time on discovery calls, not just rattling off options.

You'll find yourself remembering a client's favourite airline or their preference for boutique hotels, and proactively suggesting options that fit perfectly, even before they ask.

The Thrill of the Close

There's a real satisfaction in taking an enquiry, crafting the perfect itinerary, handling objections, and finally getting that 'Yes, let's book it!' confirmation. You're driven by seeing your hard work pay off in a sale.

You'll feel a genuine sense of accomplishment when you convert a complex, high-value corporate trip that took weeks to plan, knowing you delivered exactly what the client needed.

Seeing Your Clients' Dreams Come True

You get a kick out of knowing you've helped someone create incredible memories, whether it's a honeymoon, a family holiday, or a crucial business trip. The positive feedback and thank you notes are a big motivator.

Receiving an email with photos from a client's safari, thanking you for making it happen, is what makes the challenging days worthwhile. You're selling experiences, not just tickets.

What frustrates people
  • The 'Quote Shopper': Spending hours crafting a perfect, detailed 15-page itinerary only for the client to use it as a blueprint to book everything themselves online to save a few quid. It happens, and it's annoying.
  • Supplier Volatility: An airline changing a flight time by four hours, creating a misconnect that unravels an entire multi-country itinerary you have to fix, often without extra pay. It's like playing whack-a-mole.
  • Commission Limbo: Chasing down commission payments from hotels and tour operators for months (sometimes over a year) after the client has actually travelled. It's a pain, but part of the game.
  • The 24/7 Problem: Being the first point of contact for a client having a travel emergency at 3 AM in a timezone 12 hours ahead of you. Boundaries are important, but sometimes you're just needed.
  • Unrealistic Expectations: Patiently explaining to a client why they can't get a 5-star, all-inclusive, over-water bungalow in Bora Bora for the same price as a package holiday to Spain. It's a constant education.
  • The Margin Squeeze: Being constantly squeezed between clients demanding lower prices and suppliers offering lower commissions. It's a tightrope walk to protect your profit.
  • Internal Politics: Occasionally fighting with the finance department over commission payouts or battling with marketing for higher quality leads. It's not always smooth sailing internally.
What this role does not give you
  • A predictable 9-to-5 schedule every single day. Travel doesn't always stick to office hours, especially with clients in different time zones or emergencies.
  • Guaranteed commission on every single quote you send out. You'll put in a lot of work that doesn't always convert, and you need to be okay with that.
  • A job where you only deal with happy, easygoing clients. You'll encounter demanding clients, last-minute changes, and stressful situations.
  • A role where you don't have to worry about the details. One wrong letter or number can cause huge problems, so meticulousness is non-negotiable.

8Who you work with

You're directly responsible for generating revenue and building our client base. Your ability to close deals and keep clients happy has a direct impact on our profitability and reputation. Get it right, and you'll be a key driver of our growth; get it wrong, and it's a direct hit to our bottom line and brand.

Inside the business
  • Sales Manager (your direct boss)
  • Marketing Team (for lead generation and campaign info)
  • Operations Team (for booking support and problem-solving)
  • Finance Team (for commission queries and client payments)
Outside the business
  • Individual Leisure Clients
  • SME Corporate Clients
  • Airline Representatives
  • Hotel Sales Managers
  • Tour Operators and Destination Management Companies (DMCs)

9What you need before you start

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

  • At least 2 years of experience in a customer-facing sales role, ideally within the travel industry or a similar service-oriented sector.
  • Proven track record of hitting individual sales targets and managing a client pipeline.
  • Experience using a CRM system (like Salesforce or HubSpot) to track client interactions and sales progress.
  • A genuine passion for travel and a desire to help others explore the world.
  • Strong numerical literacy for costing itineraries and understanding margins.
  • Excellent written and verbal communication skills in English, with a professional phone manner.

10What to practise next

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

Advanced CRM Utilisation (Salesforce/HubSpot)

Our CRM isn't just a database; it's a powerful sales tool. You'll need to move beyond basic data entry to using its more advanced features for pipeline forecasting, task automation, and client insights. This will make you much more efficient.

Custom Report & Dashboard Creation · Sales Automation Workflows · Lead Scoring & Prioritisation · Integration with Other Tools

  • This month: Explore the 'Reports' and 'Dashboards' sections in our CRM; try to build one simple report.
  • Next quarter: Ask your Sales Manager to show you how they use CRM for forecasting and pipeline management.
  • Month 4: Take an online tutorial on 'Salesforce/HubSpot Advanced User Features' or 'CRM Automation for Sales'.
  • Month 6: Identify one repetitive task you do and try to automate it using a CRM workflow.

Quick win: Set up a custom dashboard in your CRM that shows your top 5 open opportunities, your conversion rate for the month, and any overdue follow-up tasks. This keeps you organised at a glance.

GDS Mastery (Sabre/Amadeus/Travelport)

While AI will help with basic itinerary scaffolding, complex, multi-leg, or unusual bookings will still rely on your deep GDS knowledge. Being a GDS wizard means you can handle anything a client throws at you, quickly and accurately.

Complex Fare Construction & Rules · Ticketing & Exchange Procedures · Queue Management & Automation · Error Correction & Debit Memo Avoidance

  • This month: Spend 15 minutes each day exploring less-used GDS commands or features.
  • Next quarter: Ask a senior colleague to mentor you on complex ticketing scenarios or tricky exchanges.
  • Month 4: Take an advanced GDS certification course or attend a supplier-led GDS workshop.
  • Month 6: Volunteer to handle the most complex booking requests from the team to build your expertise.

Quick win: Practise building a multi-city, multi-airline itinerary in your GDS's training environment. Get comfortable with the commands before you do it live.

11Staying current once you are in

What people here do to keep up
  • Regularly attend supplier webinars and destination training sessions to keep your product knowledge sharp and discover new offerings.
  • Participate in FAM (Familiarisation) trips whenever possible to experience destinations and properties firsthand – it's the best way to sell them!
  • Join relevant industry associations (e.g., ITT, ABTA Young Professionals) to network and stay current with market trends.
  • Seek out mentorship from more senior sales executives within the company to learn their tips and tricks for closing deals and handling tough clients.
  • Engage with online travel forums and communities to keep a pulse on traveller sentiment and emerging trends.

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.

Hyper-Personalisation at Scale

Clients expect truly bespoke experiences, but you can't manually tailor every single detail for hundreds of clients. The market is shifting towards using data and AI to deliver personalised recommendations efficiently.

  • Client Segmentation
  • Predictive Analytics for Preferences
  • Automated Personalised Content
  • Ethical Data Use

Advanced Digital Storytelling (Visual & Interactive)

Static PDFs and long emails are becoming less engaging. Clients want immersive, interactive experiences that bring their trip to life before they even book. Think video, interactive maps, and virtual tours.

  • Video Prospecting
  • Interactive Itinerary Platforms
  • Virtual Reality (VR) / Augmented Reality (AR) Basics
  • Visual Communication Principles

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Consultative Selling & Discovery
  • Destination & Product Expertise
  • Itinerary Design & Costing
  • Supplier Relationship Management
  • Objection Handling & Negotiation
  • Pipeline & Quote Management

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

    Travel Sales Coordinator / Administrator

    1-2 years

    Skills to master

    • Mastering booking systems (GDS), understanding basic fare rules, meticulous data entry, supporting senior sales staff with quotes and admin, learning about destinations.

    You're ready to move on when

    • Consistently accurate with all booking entries and administrative tasks.
    • Proactively identifies opportunities to assist senior colleagues.
    • Demonstrates a solid foundational knowledge of key destinations and travel products.
    • Receives positive feedback from senior executives on support provided.
  2. 2

    Retail Travel Agent

    2-3 years

    Skills to master

    • Direct client interaction, understanding client needs, selling a range of package holidays and bespoke trips, handling payments, basic problem-solving, hitting sales targets in a retail environment.

    You're ready to move on when

    • Consistently achieves or exceeds personal sales targets in a retail setting.
    • Builds strong rapport with clients, leading to repeat business.
    • Handles customer queries and complaints effectively and professionally.
    • Demonstrates a good understanding of various travel products and destinations.
  3. 3

    Customer Service Representative (Travel Sector)

    2-4 years

    Skills to master

    • Exceptional client communication (phone/email), resolving complex travel-related issues, de-escalation techniques, understanding booking systems, identifying upsell opportunities.

    You're ready to move on when

    • Consistently receives high customer satisfaction scores.
    • Successfully resolves complex customer issues independently.
    • Identifies and converts customer service interactions into sales opportunities.
    • Demonstrates a calm and empathetic approach under pressure.

15Where this role leads

The long view: This work can lead to managing key client accounts, or moving into a sales management role leading a team.

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 Executive 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:

  • Senior Travel Sales Executive (L3)

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 travel related products and services, worked against Travel and Tourism Sales Executive.

Sell travel related products and services Level 3

Applied to your work in Travel and Tourism Sales Executive

The objective of this unit is to provide learners with the knowledge and skills required to successfully sell travel-related products and services. Learners will understand effective sales techniques, identify customer needs, promote relevant features and benefits, and confidently close sales while adhering to legal and ethical guidelines. This will enable them to enhance the customer experience and contribute to business success.

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 Executive
  • Consultative Selling & Discovery
  • Destination & Product Expertise
  • Itinerary Design & Costing
  • Supplier Relationship Management
  • Objection Handling & Negotiation
  • Pipeline & Quote Management
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 Executive is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Senior Travel Sales Executive (L3)

    3-5 years in current role

    You'll move from managing standard clients to handling more complex, high-value accounts (think luxury FIT or mid-market corporate). You'll also start mentoring junior staff and become a go-to expert for specific regions or travel types.

    • Luxury Travel Specialisation Deep expertise in high-end products and services.
    • Corporate Travel Management Understanding the nuances of business travel accounts.
    • Group Travel Coordination Managing bookings for larger groups (e.g., MICE).
    • Advanced GDS Operations Mastering complex commands for multi-leg, multi-airline itineraries.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be honest, you spend a lot of time on repetitive tasks that take you away from what you do best: selling and connecting with clients. Imagine if you could get back almost a full day each week. That's where AI comes in. We're not talking about replacing you; we're talking about giving you a superpower.

Our new AI Productivity Hub is designed specifically for Travel and Tourism Sales Executives. It's packed with smart tools that handle the grunt work, freeing you up to focus on building relationships, closing bigger deals, and delivering truly exceptional service. Think of it as your super-efficient personal assistant, working tirelessly in the background.

Itinerary Scaffolding

Ever wish you had a draft itinerary instantly? AI can take a client's initial query (e.g., '10 days, Japan, first-time, focus on culture & food') and whip up a baseline itinerary in seconds. It pulls in logical flight routes, hotel options, and popular tours, giving you a solid 'version 1' to then customise and perfect. This saves you ages on initial research and planning.

Predictive Upsell Analysis

Stop guessing what clients might want. Our AI analyses a client's profile and past booking history against a database of similar travellers to suggest hyper-personalised upsells. Instead of a generic 'add a car rental,' it suggests 'travellers who booked this business class seat also enjoyed the airport's premium lounge access.' It's about smarter, more relevant suggestions that actually convert.

Instant Destination Intelligence

Need to know the current visa requirements for a UK citizen travelling to Vietnam? Or summarise the top 3 new luxury hotel openings in Dubai this year? Our AI assistant can be queried in natural language for real-time travel information. This replaces hours of manual Google searching and ensures you're always giving up-to-date advice.

Smart Communication Automation

AI can draft routine but critical client communications for you. This includes personalised follow-up emails for unclosed quotes, pre-departure checklists, 'bon voyage' messages, and even post-trip 'welcome home' emails requesting feedback. It ensures consistency, saves you typing, and keeps clients feeling valued without you lifting a finger for every single one.

Common questions

Common questions

How do you become a Travel and Tourism Sales Executive?

Common routes in include Travel Sales Coordinator / Administrator (1-2 years), Retail Travel Agent (2-3 years) and Customer Service Representative (Travel Sector) (2-4 years). Times vary with prior experience.

Where can a Travel and Tourism Sales Executive progress to?

This role can lead on to Senior Travel Sales Executive (3-5 years in current role), depending on the skills you build.

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

Increasingly, Hyper-Personalisation at Scale and Advanced Digital Storytelling (Visual & Interactive). 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 3

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.
This job at other levels
More jobs in sales

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

The skills built in this role transfer to sales work in other service industries, such as luxury goods or events management, or to B2B sales for travel technology firms. Client relationship and negotiation skills apply across many 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 AI 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.