Tours Manager

Role Introduction

The Tours Manager is responsible for the commercial performance, operational delivery and strategic development of Eton College’s visitor tours programme and associated retail activity. This is a revenue-generating leadership role focused on growing a premium visitor offer aligned with the Eton brand, driving visitor numbers and yield, and delivering an exceptional, consistently high-quality customer experience.

The role combines strong operational leadership with commercial acumen, marketing collaboration and retail management. The postholder will set and enforce customer service and performance standards, lead a flexible casual workforce, manage ticketing systems and supplier relationships, and identify opportunities to expand and enhance the visitor proposition. The role plays a key part in establishing a redefined visitor offer, shaping new visitor products and ensuring successful launch and ongoing commercial success.

• Own the commercial performance of tours and associated retail, driving revenue, profitability and visitor growth;
• Identify and seize opportunities to develop new tours, experiences and commercial products;
• Contribute to pricing strategies, revenue targets and growth planning;
• Monitor sales, conversion, visitor trends and commercial KPIs, acting to optimise performance;
• Support the development of premium visitor experiences aligned with Eton’s brand and audience;

• Lead the day-to-day delivery of tours to a consistently high operational and presentation standard;
• Establish and uphold clear customer service, presentation and behavioural standards across all visitor-facing activity;
• Set operational KPIs and performance expectations for staff and monitor delivery against them;
• Act as senior operational lead during visitor activity, managing logistics and resolving issues;
• Maintain and evolve operating procedures, risk assessments and health and safety standards;
• Coordinate with internal stakeholders to ensure smooth operational planning and safeguarding compliance;

• Build the visitor retail operation, ensuring a premium retail experience aligned with brand positioning;
• Drive retail revenue through effective merchandising, product selection and staff training;
• Work with the Commercial team on product development, seasonal ranges and premium gifting opportunities;
• Oversee stock management, pricing, cash handling and retail reporting;
• Identify opportunities to improve average transaction value and visitor spend;

• Partner with marketing colleagues to promote tours, special experiences and retail initiatives;
• Provide operational insight and content support for campaigns and promotional activity;
• Identify audience development opportunities, partnerships and targeted promotional initiatives;
• Monitor market trends and visitor feedback to inform future product and campaign development;
• Ensure visitor communications and booking journeys reflect a premium, well-managed experience;

• Manage relationships with ticketing software providers and booking platforms;
• Oversee ticketing operations including online sales, group bookings and visitor communications;
• Produce accurate operational and commercial reporting;
• Contribute to system improvements and future ticketing developments;

• Recruit, train and lead a high‑performing team of casual and part‑time staff;
• Create structured training programmes focused on customer experience, sales awareness and brand presentation;
• Set performance expectations and provide regular coaching and feedback;
• Build a professional, engaged and commercially aware team culture;
• Ensure appropriate staffing levels aligned to demand and revenue opportunities;

• Play a central operational role in launching new visitor experiences and commercial initiatives;
• Support pilot programmes, new formats and enhanced tour concepts;
• Contribute to continuous improvement and innovation within the visitor proposition;

• R…