Travel Trade Sales Manager

We are looking for a commercially minded, and relationship-driven, the Travel Trade Sales Manager who can lead Canterbury Cathedrals engagement with the domestic, inbound, and international travel trade market. Responsible for developing strategy, key partnerships, increasing group visitation, and ensuring Canterbury Cathedral remains a must-see destination for tour operators, wholesalers, and travel industry partners worldwide. This is a pivotal role for a tourism professional who understands both the heritage sector and the global travel trade landscape, with the ability to translate strategic goals into measurable results. This role will focus on creating compelling tourism packages, strengthening B2B partnerships, and ensuring that the Cathedral remains a must-visit destination for group travel, tour operators, cruise lines, and cultural tourism providers. This is a full time post and some of the tasks are: Travel Trade Strategy & Growth Develop and implement a comprehensive 5-year travel trade sales strategy aligned with Canterbury Cathedrals strategic vision and revenue goals. With clear targets to grow international travel trade and domestic group footfall by 5-10% YoY. Identify new opportunities, particularly in key inbound and long-haul markets. Developing specific approaches for emerging markets. Devise and deliver an integrated and detailed annual campaign to bring international audiences to Canterbury Cathedral. Build and manage a strong sales pipeline. Set and manage the Groups and Travel Trade budget with clear and actionable targets, holding clients to account for their contribution. Ensure trade product offerings highlight the Cathedrals unique heritage, worship life, and visitor experience and show life in all its fullness. Identify opportunities for external parties to attend familiarisation visits, liaising with the Senior Groups and Visitor Experience Coordinator for on site delivery. Partnerships Build and maintain strong relationships with tour operators, wholesalers, travel agents, DMCs, and other industry stakeholders. Represent Canterbury Cathedral at trade shows, exhibitions, roadshows, and networking events domestically and internationally. Attending all major domestic shows and at least one international show each year. Represent Canterbury Cathedral at ALVA, Visit England, BID, Unesco, and similar stakeholder meetings. Build strategic alliances with tourism boards, cultural heritage organisations, and cruise excursion providers, and set up a network of local and national peer organisations, Cathedrals, and major tourism destinations. Product Development & Marketing Collaborate with internal teams to design compelling group visit experiences, packages, and itineraries tailored to trade partners. Ensure product offerings meet market needs and reflect Canterbury Cathedrals values and heritage. Work closely with the marketing team to create co-op campaigns and promotional initiatives targeted at the travel trade, ensuring the cathedral is included in targeted trade publications, industry brochures, and digital content. Deliver presentations and briefings to promote the Cathedrals offer to the travel trade. Contracting & Pricing Negotiate commercial agreements, pricing structures, and commission rates with trade partners. Lead negotiations and manage contracting with trade partners to ensure favourable terms and increased footfall. Holding annual contractor appraisals for key clients and significant partners. Monitor competitor activity and market trends to ensure competitive positioning. Reporting & Analysis Track and report on KPIs, ROI from trade activity, and visitor demographics and provide insights and recommendations to senior management. Provide regular insights to senior management to inform future strategies. Monitor peer/competitor activity, market trends, and trade feedback to inform business decisions and identify growth opportunities. Compile quarterly reports with actionable insights and in-depth market analysis, including sales trends, partner performance and market opportunities. By embracing the Cathedrals Code of Conduct, demonstrate the commitment to creating a positive, inclusive and respectful community at Canterbury Cathedral, where everyone can flourish and contribute to making real in this place the gift of life in all its fullness. Essential Proven track record in travel trade sales, preferably in heritage tourism, cultural attractions, or destination marketing. Strong industry network within UK and international travel trade. Demonstrable experience in relationship building across multiple business areas. Commercially focused, with the ability to identify revenue streams, opportunities, and partners. Excellent negotiation, upselling, and presentation skills. Commercial acumen with the ability to drive revenue growth. Willingness to travel domestically and internationally, sometimes at short notice. Highly organised with strong project management skills. Experience in developing and setting up KPIs and workflows Desirable Knowledge of Canterbury, Kent, or UK heritage tourism landscape. Experience working with CRM systems and trade booking platforms., Excellent organisational and time management skills with the ability to manage multiple priorities and meet deadlines. Strong communication and interpersonal skills, with confidence engaging internal teams, volunteers, external clients, and partners. Ability to interpret and present data accurately, producing clear and actionable reports. Strong IT literacy and problem-solving skills with a proactive and solution-oriented mindset. Collaborative and professional attitude, with the ability to build strong working relationships across departments. Our recruiting Approach Canterbury Cathedral is the cathedral of the archbishop of Canterbury, the leader of the Church of England and symbolic leader of the worldwide Anglican Communion. Located in Canterbury, Kent, it is one of the oldest Christian structures in England and forms part of a World Heritage Site. #J-18808-Ljbffr