Which numbers to set targets on, how to make them fair across roles and seasons, a worked example, and how to track progress so agents can act before the month ends.
1. Choose the right metrics
Good targets measure what each agent controls. For most travel sales teams that is a small set: leads handled, leads won, confirmed bookings, conversion rate and booking revenue.
Count only confirmed business. A pending or cancelled booking shouldn't count towards a target, or agents are rewarded for bookings that never happen.
| Metric | What it measures | Good for |
|---|---|---|
| Leads | New enquiries an agent handled | Agents who generate their own enquiries |
| Successful leads | Leads won in the month | Closing skill |
| Confirmed bookings | Bookings confirmed in the month | Real business delivered |
| Conversion rate | Won ÷ received | Quality of follow-up |
| Revenue | Value of confirmed bookings | Growth and pricing discipline |
2. Set realistic targets
Base targets on what each person achieved in the last three to six months, then adjust for seasonality: a target that is easy in peak season can be impossible in the low season.
Different roles need different targets. An agent who only handles assigned leads should be measured on conversion and bookings, not on lead volume. Leave a metric at zero rather than inventing a target that doesn't fit the role.
3. A worked example
An illustrative calculation for one agent. The numbers are examples.
Setting next month's targets for one agent
- 1Average of the last three months: 36 leads, 12 won, 10 confirmed bookings
- 2Next month is shoulder season: plan for about 10% more demand
- 3Leads target: 40; successful leads target: 13; confirmed bookings target: 11
- 4Conversion target: 13 ÷ 40 = 32.5%, so set 32%
- 5Revenue target: 11 bookings × the agent's average booking value
4. Track progress during the month
A target reviewed only at month-end is a report, not a target. Show each agent their progress daily and compare it with how much of the month has passed: 50% of the target with 70% of the month gone means it is time to act.
Celebrate targets reached, and keep past months locked so results can't be rewritten afterwards.
5. Common mistakes
Avoid these and targets stay fair and motivating.
Frequently Asked Questions
What is a good conversion rate for a travel agency?
It varies widely with the lead source and the product, so compare each agent with your own agency's history rather than an industry number. Track it monthly and look for changes.
Should travel agents have revenue targets?
Revenue targets work well when agents control pricing and upselling. Pair them with a bookings target, so agents aren't rewarded only for one large booking.