Selling Travel

Attend ABTA’s Selling Travel training to get hands on training in sales strategies and skills, including converting leads, closing sales and upselling on existing bookings.

Whether you are from a tour operator or travel agent, this course has been designed for those who are looking to refresh their existing sales techniques, reassess current strategies or who are new to the travel sales environment. Attendees will benefit from a full day of training, including a recap on sales strategies and typical customer journeys as well as practical sessions on handling customer enquiries, converting leads and closing sales through various channels – web, email, social, phone.

Learn how to improve your conversion rates via telephone sales and get top tips on negotiation skills and upselling on existing bookings.

Understand how ABTA’s legal and Code of Conduct guidance can support the sales process and ensure you remain compliant. Get guidance on the essential information you must communicate during the booking process.

The day will be led by an experienced travel industry sales trainer who will provide first-hand guidance and insight as well as answering your specific questions.

Helen Roberts  Helen is a leadership coach and sales trainer passionate about people engagement and exceptional customer service. Her focus is on inspiring high-performing teams, empowering them to deliver outstanding customer experiences, unlock their potential, and consistently exceed targets. With 19 years at Kuoni, including nine as Sales Director, Helen led retail teams, direct and trade sales, call centres, and support functions. Now, Helen is using her experience to help others. She has developed a leadership coaching programme and works with founders, directors, and sales leaders to maximise performance and achieve consistent results while prioritising wellbeing.

Roberto Balasco, Head of Membership, ABTA  Roberto is a seasoned sales leader with 28 years of experience in the travel industry. He has a proven track record of managing large international sales teams, generating significant revenue, and achieving high employee engagement scores. Roberto has held key positions at Kenwood Travel, Celebrity Cruises, Kuoni, and Thomas Cook, where he excelled in driving sales, enhancing customer experience, and leading diverse teams.

Additional speakers include:

• Diana Missoni, Code of Conduct Manager, ABTA
• Sandra Ishmael, Director UK, Netherlands Board of Tourism and Conventions
• Abbie Heaton, Group Manager – Personal Travel Consultants, Blue Bay Travel
• Sandra Ishmael, Director UK, Netherlands Board of Tourism and Conventions

• Get in-depth and tailored sales training specifically for travel
• Reassess and refresh your sales strategies – are they still up to scratch?
• Hear case studies from leading travel companies
• Hear tips for how to improve lead conversion rates and upsell on existing bookings
• Take part in practical workshops to apply and deepen learnings from the day right away
• Network with industry peers and share solutions to common challenges around handling enquiries and closing sales.

Sales professionals from travel and tourism companies of all sizes (tour operators and travel agencies), including the following: 
 

• Sales team leaders
• Sales and reservations teams
• Sales managers
• anyone in charge of setting the sales strategy in a travel company.

ABTA members/Partners:
Early bird member rate - £249
Standard member rate - £279 

Non-members:
Early bird non-member rate - £389
Standard non-member rate - £419 

Early bird rates will expire on 14 February. 

This includes lunch and refreshments throughout the day, all delegate materials, presentations and an attendee certificate. 

Make payment by credit or debit card. 

View our booking terms and conditions here.

Discounts

• Book three places and get 50% off the third place.
  ^{(This discount will be automatically applied when you book online.)}
• If you are looking to book for a larger group please contact events@abta.co.uk for a bespoke discount.

*To qualify for the ABTA member/Partner discount you must have a current ABTA member/Partner number or your application must be in progress when the event takes place.

Non-members are welcome to attend. For information about becoming a member click here.

Event partner

The Netherlands Board of Tourism and Conventions (NBTC) is the national destination management organisation of and for the Netherlands. NBTC provides a national vision for tourism based on relevant knowledge and insights. We use this vision to inspire, connect and facilitate stakeholders such as cities, regions, and business owners. Our aim is to make the Netherlands a liveable, popular and valuable destination for residents, visitors and businesses alike.
 

For information on how to promote your company at this event, please contact events@abta.co.uk.