TourismISCO 1439
Tour operator manager
A tour operator manager is a person who runs the office that puts together package tours, and who manages the staff who do it.
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Rate 5 of the 30 essential skills of this occupation (European ESCO data). No account needed.
set up pricing strategies
manage budgets
prepare travel packages
recruit employees
manage distribution channels
About tour operator manager
What does a travel manager do in this role? Tour operations management covers the whole working of the office: assembling the programme of package tours and other tourism services, dividing the work between staff, and supervising quality control, which means checking whether a trip turned out as it was described. The manager builds a supplier network in the tourism sector — carriers, hotels, local guides and equipment hire. Knowledge of the tourism market is what tells them which destinations and dates will sell.
The manager sells through a chosen distribution channel, such as the operator's own office, the internet or agents, selecting whichever suits a given product. The manager also works to maximise sales revenue and supervises the printing and the publishing process of tourism publications, such as catalogues that describe the offer.
Where a tour includes meals, the manager is answerable for compliance with the legislation on food safety and hygiene. Formal requirements are set by the tour operator legislation of each country.
Key Work Functions
Core areas of responsibility for a tour operator manager.
1
Travel Package Development and Product Design
- Develop tourism products that align with market trends and customer preferences
- Design and prepare comprehensive travel packages including accommodations, activities, and transportation
- Research tourism market opportunities and emerging destinations to innovate offerings
2
Marketing and Distribution Strategy
- Plan and implement marketing strategies to promote travel packages across target markets
- Manage distribution channels including online platforms, travel agencies, and direct sales
- Oversee the design and printing of touristic publications and marketing materials
3
Pricing and Revenue Management
- Set up and adjust pricing strategies based on demand, costs, and competitive analysis
- Select optimal distribution channels to maximize sales revenues and market penetration
- Manage budgets for operations, marketing, and staff to ensure profitability
4
Staff Management and Operations
- Recruit and manage employees, developing teams capable of delivering excellent service
- Translate organizational strategy into operational actions and ensure team alignment
- Manage contracts with suppliers, hotels, transportation providers, and partners
5
Quality Control and Compliance
- Oversee quality control procedures to ensure travel packages meet customer expectations
- Comply with food safety and hygiene regulations for accommodations and dining services
- Handle and protect personal identifiable information in compliance with data protection laws
6
Customer Service and Feedback
- Maintain customer service excellence by addressing inquiries and resolving complaints
- Measure customer feedback through surveys and reviews to improve travel packages
- Build and maintain strong relationships with customers to encourage repeat business
European Skills Framework
Skills and knowledge areas required for this occupation based on European classification.
Essential (30)
tourism markettourism marketThe study of the tourism market on a international, regional and local level and considering worldwide tourist destinations.comply with food safety and hygienecomply with food safety and hygieneRespect optimal food safety and hygiene during preparation, manufacturing, processing, storage, distribution and delivery of food products.set up pricing strategiesset up pricing strategiesApply methods used for setting product value taking into consideration market conditions, competitor actions, input costs, and others.manage budgetsmanage budgetsPlan, monitor, report on the budget and prepare set production budgets.prepare travel packagesprepare travel packagesMake holiday and travel packages ready and arrange accommodation, logistics and transportation services such as chartered airplanes, taxis or rental cars for clients and additional services and excurs...recruit employeesrecruit employeesHire new employees by scoping the job role, advertising, performing interviews and selecting staff in line with company policy and legislation.manage distribution channelsmanage distribution channelsOversee distribution channels with regards to the requirements of customers.oversee quality controloversee quality controlMonitor and assure the quality of the provided goods or services by overseeing that all the factors of the production meet quality requirements. Supervise product inspection and testing.handle personal identifiable informationhandle personal identifiable informationAdminister sensitive personal information on customers securely and discreetly.oversee the design of touristic publicationsoversee the design of touristic publicationsMonitor the design of marketing publications and materials for the promotion of tourism-related products.develop tourism productsdevelop tourism productsDevelop and promote tourism products, activities, services and package deals.oversee the printing of touristic publicationsoversee the printing of touristic publicationsManage the printing of marketing publications and materials for the promotion of tourism-related products.measure customer feedbackmeasure customer feedbackEvaluate customer's comments in order to find out whether customers feel satisfied or dissatisfied with the product or service.select optimal distribution channelselect optimal distribution channelChoose the best possible distribution channel for the customer.maximise sales revenuesmaximise sales revenuesIncrease possible sales volumes and avoid losses through cross-selling, upselling or promotion of additional services.provide customised productsprovide customised productsMake and develop custom-made products and solutions for customer's specific needs.manage visitor flows in natural protected areasmanage visitor flows in natural protected areasDirect visitor flows in natural protected areas, so as to minimise the long-term impact of visitors and ensure the preservation of local flora and fauna, in line with environmental regulations.build a network of suppliers in tourismbuild a network of suppliers in tourismEstablish a widely spread network of suppliers in the tourism industry.plan medium to long term objectivesplan medium to long term objectivesSchedule long term objectives and immediate to short term objectives through effective medium-term planning and reconciliation processes.negotiate tourism ratesnegotiate tourism ratesReach agreements in tourism sales by discussing services, volumes, discounts and commission rates.develop strategies for accessibilitydevelop strategies for accessibilityCreate strategies for a business to enable optimum accessibility for all clients.develop revenue generation strategiesdevelop revenue generation strategiesElaborate methodologies through which a company markets and sells a product or service to generate income.manage contractsmanage contractsNegotiate the terms, conditions, costs and other specifications of a contract while making sure they comply with legal requirements and are legally enforceable. Oversee the execution of the contract, ...perform market researchperform market researchGather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.translate strategy into operationtranslate strategy into operationRender strategic tasks into operative level according to the planned timing to achieve planned results and objectives.build business relationshipsbuild business relationshipsEstablish a positive, long-term relationship between organisations and interested third parties such as suppliers, distributors, shareholders and other stakeholders in order to inform them of the orga...manage staffmanage staffManage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the wor...sales strategiessales strategiesThe principles concerning customer behaviour and target markets with the aim of promotion and sales of a product or a service.plan marketing strategyplan marketing strategyDetermine the objective of the marketing strategy whether it is for establishing image, implementing a pricing strategy, or raising awareness of the product. Establish approaches of marketing actions ...maintain customer servicemaintain customer serviceKeep the highest possible customer service and make sure that the customer service is at all times performed in a professional way. Help customers or participants feel at ease and support special requ...
Optional (21) — show
property management softwareproperty management softwareThe features and functioning of a software that enables the management of daily operations in real estate and accommodation businesses, to optimise resources and processes such as booking reservations...virtual realityvirtual realityThe process of simulating real-life experiences in a completely immersive digital environment. The user interacts with the virtual reality system via devices such as specifically designed headsets.ecotourismecotourismThe practice of sustainable travel to natural areas that conserve and support the local environment, fostering environmental and cultural understanding. It usually involves the observation of natural ...self-service technologies in tourismself-service technologies in tourismThe application of self-service technologies in the tourism industry: performing online bookings, self-check-ins for hotels and airlines, allowing clients to perform and complete reservations by thems...augmented realityaugmented realityThe process of adding diverse digital content (such as images, 3D objects, etc) on surfaces that exist in the real world. The user can interact in real-time with the technology by using devices such a...identify suppliersidentify suppliersDetermine potential suppliers for further negotiation. Take into consideration aspects such as product quality, sustainability, local sourcing, seasonality and coverage of the area. Evaluate the likel...manage distribution of destination promotional materialsmanage distribution of destination promotional materialsOversee the distribution of touristic catalogues and brochures.engage local communities in the management of natural protected areasengage local communities in the management of natural protected areasBuild a relationship with the local community at the destination to minimise conflicts by supporting the economic growth of local tourism businesses and respecting local traditional practices.manage conservation of natural and cultural heritagemanage conservation of natural and cultural heritageUse revenue from tourism activities and donations to fund and preserve natural protected areas and intangible cultural heritage such as crafts, songs and stories of communities.use e-tourism platformsuse e-tourism platformsUse digital platforms to promote and share information and digital content about a hospitality establishment or services. Analyse and manage reviews addressed to the organisation to ensure customer sa...promote virtual reality travelling experiencespromote virtual reality travelling experiencesUse virtual reality technology to immerse customers into experiences such as virtual tours of a destination, attraction or hotel. Promote this technology to allow customers to sample attractions or ho...improve customer traveling experiences with augmented realityimprove customer traveling experiences with augmented realityUse augmented reality technology to provide customers with enhanced experiences in their travelling journey, ranging from exploring digitally, interactively and in more depth tourist destinations, loc...create annual marketing budgetcreate annual marketing budgetMake the calculation of both the income and expenditures that are expected to be paid over the coming year concerning the marketing related activities such as advertising, selling and delivering produ...support local tourismsupport local tourismPromote local products and services to visitors and encourage the use of local tourism operators in a destination.educate on sustainable tourismeducate on sustainable tourismDevelop educational programmes and resources for individuals or guided groups, to provide information about sustainable tourism and the impact of human interaction on the environment, local culture an...support community-based tourismsupport community-based tourismSupport and promote tourism initiatives where tourists are immersed in the culture of local communities usually in rural, marginalised areas. The visits and overnight stays are managed by the local co...negotiate tourism experience purchasesnegotiate tourism experience purchasesReach agreements regarding tourism products and services by negotiating about costs, discounts, terms and volumes.develop tourism destinationsdevelop tourism destinationsCreate tourism packages by discovering destinations and places of interest in cooperation with local stakeholders.develop working proceduresdevelop working proceduresCreate standardised series of actions of a certain order to support the organisation.manage production of destination promotional materialsmanage production of destination promotional materialsOversee creation, production and distribution of touristic catalogues and brochures.coordinate operational activitiescoordinate operational activitiesSynchronise activities and responsibilities of the operational staff to ensure that the resources of an organisation are used most efficiently in pursuit of the specified objectives.
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Frequently asked questions
What does a tour operator manager do?
Tour operator managers are in charge of managing employees and of activities within tour operators related to the organisation of package tours and other tourism services.
What skills does a tour operator manager need?
A tour operator manager needs 30 essential skills, including tourism market, comply with food safety and hygiene, set up pricing strategies, manage budgets, prepare travel packages.
Will AI replace tour operator manager jobs?
The AI disruption score for tour operator manager is 72/100 (high risk). Skills most exposed to automation: measure customer feedback, prepare travel packages, manage budgets. Most resilient: engage local communities in the management of natural protected areas, comply with food safety and hygiene, build business relationships.
AI Replacement Risk
72/ 100
High Risk
Low riskHigh risk
Skills most at risk from AI
Skills resilient to automation
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