Group Sales Manager
About the Role
We are looking for an ambitious and proactive Group Sales Manager to grow visitor numbers and revenue at Kents Cavern through the development of domestic and inbound group travel.
This is an exciting opportunity to take ownership of a key growth area, building relationships with operators, travel partners and organisations to increase pre-booked visits and establish our attractions as must-visit experiences within the group travel market.
You will manage the full sales journey — from identifying opportunities and building relationships, through to converting enquiries into confirmed bookings and nurturing long-term partnerships.
The role is focused on creating a strong sales pipeline, developing new markets and delivering agreed visitor and revenue targets.
What You Will Be Responsible For
Group Travel Sales
You will:
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Develop and grow relationships with domestic group operators, coach companies and Group Travel Organisers (GTOs).
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Identify new opportunities within the group travel market.
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Build relationships with inbound tour operators and international travel partners.
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Increase pre-booked group visits across our attractions.
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Manage the full sales process from initial enquiry through to booking and post-visit relationship management.
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Develop repeat business through excellent customer relationships.
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Attend relevant trade events, networking opportunities and industry meetings.
Inbound Tourism
You will:
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Build relationships with inbound operators and international partners.
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Identify opportunities within overseas visitor markets.
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Develop partnerships that increase international group visits.
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Support the growth of our attractions within wider South West tourism itineraries.
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Understand market trends and identify new opportunities for growth.
Education Sales Support
You will support the growth of educational visits by:
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Maintaining relationships with existing school and education customers.
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Supporting outreach activity and promotional campaigns.
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Identifying opportunities to increase educational bookings.
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Working with the wider team to ensure education customers receive an excellent experience.
Sales Performance & Pipeline Management
You will:
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Deliver agreed visitor and revenue targets.
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Maintain an accurate and active CRM pipeline.
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Report regularly on enquiries, opportunities, conversions and revenue.
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Identify barriers to conversion and develop solutions.
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Proactively generate new sales opportunities.
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Monitor market activity and competitor opportunities.
Key Performance Indicators
You will be measured against:
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Group visitor numbers.
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Group revenue targets.
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Number and quality of active sales opportunities.
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Pipeline value.
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Conversion rate.
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New operator relationships established.
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Repeat customer growth.
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Sales activity levels.
Success Looks Like
Success in this role means:
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Group sales revenue targets are achieved.
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A strong and growing pipeline of future opportunities.
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Increased relationships with coach operators, GTOs and inbound partners.
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More pre-booked visitors across our attractions.
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Repeat business from valued partners.
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Our attractions become recognised as leading experiences within the group travel market.
The Ideal Candidate
You will have:
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Experience in sales, tourism, hospitality, attractions or travel.
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A proven ability to build and maintain strong relationships.
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Confidence developing new business opportunities.
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Excellent communication and negotiation skills.
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A proactive approach to generating sales.
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Strong organisation skills and the ability to manage multiple opportunities.
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A commercial mindset with a passion for delivering results.
Experience within group travel, tourism or attractions would be highly desirable.
