Head of Sales - Europe

The Head of Coach & Trade Sales – Continental Europe is responsible for driving the growth of inbound coach and trade sales from Europe to the UK. The role focuses on building and managing high‑value partnerships with European resellers and travel trade partners, maximising sales performance, and strengthening the organisation’s market position across key European markets including France, Germany, the Netherlands and Belgium.

Strategic Leadership

• Shape and deliver the European inbound sales strategy for the Coach and Trade division, aligned with wider commercial objectives.

• Act as a senior thought leader for inbound trade sales, promoting collaboration, innovation and accountability across the business.

• Represent the organisation at European industry events, conferences and forums to raise profile and secure new business opportunities.

Partnership Development

• Develop and maintain strong, long‑term relationships with coach operators, travel agencies and trade partners across Continental Europe.

• Lead the creation of strategic partnerships that support sustainable growth and market leadership.

• Act as the primary ambassador for inbound coach and trade sales across European trade networks and associations.

Operational Excellence

• Provide oversight of inbound trade operations, ensuring efficiency, safety, and compliance with relevant regulatory frameworks (e.g. API, ETA, ETIAS).

• Drive continuous improvement through process optimisation, technology adoption and customer‑focused innovation.

Financial & Commercial Management

• Own and manage the inbound trade budget, including forecasting, performance tracking and delivery against targets.

• Use performance data and market insights to identify revenue growth opportunities and manage risk.

• Lead senior‑level commercial negotiations, ensuring contracts deliver long‑term value and align with governance requirements.

Market Insight

• Act as the internal expert on European inbound travel trade trends, competitor activity and emerging market developments.

• Translate insight into forward‑looking strategies that strengthen competitive position.

Qualifications and Experience

Essential

• Bachelor’s degree or equivalent professional experience.

• Significant senior‑level sales leadership experience (typically 5+ years) within travel, transport or a comparable B2B environment.

• Strong understanding of the European travel trade distribution landscape, particularly France, Germany and the Netherlands.

• Proven ability to build and sustain senior commercial partnerships.

• Commercially astute, analytical and results‑driven, with strong presentation and stakeholder management skills.

Desirable

• Experience within the international coach or group travel market.

• Fluency in English and one or more European languages (French, German and/or Dutch).

If you are interested in applying, please submit your application online by Friday 15th May 2026.

We reserve the right to close this vacancy early if we receive sufficient applications. Therefore, we encourage you to apply as soon as possible.

Please Note: From 1 January 2021, non-British and non-Irish nationals who do not already hold a UK immigration status will be required to obtain a visa in order to be able to work in the UK. Before applying for this role, please ensure that you are permitted to apply. 
For further information, please visit the UK Visa and Immigration Website.