Sales manager, travel agency

What does a sales manager at a travel agency do? – Tasks and work environment

Sales managers at travel agencies are responsible for leading and developing the sales team, ensuring that sales targets are met and customer service is of the highest quality. The role often involves daily contact with both private and corporate clients, where advice and tailored travel arrangements are central tasks. The sales manager plans campaigns, follows up on results, and acts as a link between management and staff. The work environment is usually office-based, often in open-plan offices with a fast pace and many simultaneous tasks, but may also include travel and attendance at industry fairs.

Salary development over time

The salary development for sales managers at travel agencies has been stable but shows a clear upward trend over the past three years. In 2022, the average salary was 31,800 SEK per month, increasing the following year to 32 500 SEK, corresponding to an increase of about 2.2%. In 2024, the average salary has risen to 34 100 SEK, which is an additional increase of just over 4.9% compared to the previous year. This positive salary trend can be partly linked to increased demand for qualified sales in the travel industry, as well as employers valuing leadership and experience more highly. The industry’s digitalization and recovery after the pandemic have also influenced salary levels, as competition for competent sales managers has increased.

Sales Manager, travel agency salary – comprehensive overview

• Average salary: 34 100 SEK/month
• Lowest salary: 24,900 SEK/month (male, public sector, pre-secondary education)
• Highest salary: 39,100 SEK/month (male, public sector, post-secondary education <3 years)
• Hourly wage: 205 SEK
• Women: 34 200 SEK/month
• Men: 34 000 SEK/month
• Women’s salary as a percentage of men’s: 101%
• Regional differences: Salaries may vary depending on region and employer, with slightly higher levels in metropolitan areas.

Education and qualifications

To work as a sales manager at a travel agency, a high school diploma with a focus on tourism or sales is often required, supplemented with experience from the travel industry. Many employers also seek post-secondary education or specialized courses in leadership and sales. Practical experience, good communication skills, and knowledge of digital booking systems are important merits.

• High school education: Tourism program or sales specialization (3 years)
• Post-secondary courses: Leadership training, sales, or travel planning
• Certifications: Courses in digital booking systems, e.g., Amadeus or Sabre
• Internship/Trainee: Practical experience from a travel agency is highly meritorious
• Prerequisites: Good language skills and customer contact experience

Common benefits and compensations

Benefits for sales managers at travel agencies often include employee discounts on travel, bonus or commission systems, wellness allowances, and opportunities for further training and study trips. Some employers also offer flexible working hours and extra vacation days, especially during the low season.

Competition and challenges

The job market for sales managers at travel agencies is competitive, especially in metropolitan regions where more people seek employment in the industry. Digitalization and changing travel habits require adaptation to new sales channels and technical solutions. Managing rapid changes, such as during global crises, demands flexibility and problem-solving skills. Additionally, seasonal variations can affect workload, with high-pressure periods requiring stress management and leadership skills.

Tips for those who want to become a sales manager at a travel agency

To succeed as a sales manager at a travel agency, it’s good to have strong communication skills, as the work involves motivating the team and building trust with customers. Engagement and curiosity help to stay updated on new destinations and trends, which is an advantage in customer interactions. Structured work methods facilitate handling multiple tasks and campaigns simultaneously, and good problem-solving skills are important in unforeseen situations. Being service-minded and flexible makes it easier to meet both customer and staff needs, while an analytical approach is valuable for following up results and developing sales.

Key facts about Sales Manager at a travel agency

• Average salary: 34 100 SEK/month
• Salary range: 24,900–39,100 SEK/month
• Education level: High school diploma, often supplemented with post-secondary courses
• Gender difference: Women earn 101% of what men do
• Typical work environment: Office-based with high pace and customer contact

Career paths and future prospects

After three to five years as a sales manager at a travel agency, career development can lead to roles such as sales director, business area manager, or trainer within the travel industry. The employment service assesses that demand for competent sales managers remains stable, with 550 job openings in the profession according to the latest matching. Digitalization, changing travel habits, and increased focus on personal service create new opportunities for those who are flexible and eager to develop. Skills in digital sales and leadership are particularly sought after. Related professions include travel salesperson, traffic assistant, and customer service manager.

Common questions about Sales Manager at a travel agency

• What does a Sales Manager at a travel agency earn?
  - The average salary is 34 100 SEK per month, with a range between 24,900 and 39,100 SEK.
• Are there salary differences between women and men?
  - Yes, women earn an average of 34 200 SEK while men earn 34 000 SEK, which means women earn 101% of men's salaries.
• What education is required to become a sales manager at a travel agency?
  - A high school diploma with a focus on tourism or sales is common, often supplemented with post-secondary courses and practical experience.
• What are the main job responsibilities?
  - Leading the sales team, planning campaigns, meeting clients, and following up on results are central tasks.
• What are the future prospects?
  - The outlook is stable with 550 job openings and good opportunities for development.
• What personal qualities are important?
  - Leadership, service orientation, flexibility, and good communication skills are especially valuable.
• Are there regional salary differences?
  - Yes, salary levels tend to be slightly higher in metropolitan areas compared to smaller towns.