Do you want to create memories that last a lifetime?
Tour Partner Group is a leading B2B Destination Management Company (DMC) specialising in travel experiences across the UK, Ireland, the Nordics, and the Baltics. With offices in London, Edinburgh, Dublin, and Copenhagen, we bring together over 300 destination specialists, designing unforgettable travel experiences for Groups and FIT, as well as curated MICE programmes under our dedicated brand, Horizons by Tour Partner Group.
At Tour Partner Group, we believe in responsible travel, continuously challenging ourselves to elevate our standards and ensure that every journey we create leaves a positive impact on both people and the planet.
About the position:
This is not a traditional BA role writing requirements documents for pre-defined solutions. You will be a Design Thinking practitioner who brings together your technical and business experience and helps discover what should be built by deeply understanding how people work today and co-creating how they should work tomorrow.
You will be embedded in the Digital Products team, working alongside the UX Expert to facilitate workshops, map processes, and translate insights into actionable requirements. Your primary focus will be two flagship initiatives: the AI CoPilot and the CRM Adoption Programme.
For AI CoPilot, you’ll work with sales teams to understand their quoting and itinerary creation process in granular detail, document the knowledge they carry in their heads (which will feed our AI), and define requirements for traditional application logic and UX, Machine Learning rules engine and other LLM-assisted features.
For CRM Adoption, you’ll identify why adoption is failing, map the friction points, and design workflow changes that make CRM usage natural rather than forced.
This role requires technical (AI and traditional) and business knowledge and experience as well as curiosity, empathy, and a willingness to challenge assumptions. You’ll spend significant time observing users, running workshops, and asking “why” – not just documenting what stakeholders say they want. You will also be called upon to contribute high level first line technical assessments, insights and evaluate feasibility of proposed solutions from the business perspective.
Your responsibilities:
Design Thinking & Discovery
- Partner with UX Expert to facilitate Design Thinking workshops with sales, operations, and commercial stakeholders
- Conduct contextual inquiry – observe users in their actual work environment to understand real behaviours, workarounds, and pain points
- Document current-state processes through journey maps, service blueprints, and process flows
- Identify the gap between “official process” and “how work actually gets done”
- Synthesise research findings into actionable insights that inform technical and process solution design
- Challenge stakeholder assumptions – dig beneath surface requests to understand underlying needs
AI CoPilot Requirements & Knowledge Capture
- Work with Groups sales teams to document the quote-to-win process in granular detail
- Capture tacit knowledge that experienced sales reps carry: destination expertise, supplier preferences, pricing intuition, client relationship nuances
- Translate this knowledge into structured requirements for an AI RAG knowledge bases (working with Data Product Owner)
- Define user stories and acceptance criteria for AI CoPilot features: email parsing, itinerary generation, margin optimisation, win probability
- Specify how AI suggestions should be presented, accepted, modified, or rejected by users
- Support UAT – design test scenarios that validate AI and non AI outputs that match real-world expectations
- Document edge cases and exceptions that the application must handle gracefully
- Represent the business in technical consultations with external development partners.
CRM Adoption Programme
- Conduct adoption diagnostics – understand why current CRM usage is low (process friction, data quality, training gaps, cultural resistance)
- Map the customer lifecycle and identify where CRM should be the natural system of record
- Document workflow changes required to make CRM usage effortless and valuable
- Define automation opportunities – where can system integrations eliminate manual CRM updates?
- Create training needs analysis and support training material development
- Establish adoption metrics and reporting – what does “genuine adoption” look like beyond login counts?
- Support change management by identifying adoption champions and resistance points
Requirements & Stakeholder Management
- Translate discovery insights into clear functional requirements for development teams and external partners
- Write user stories with robust acceptance criteria grounded in observed user needs
- Manage requirements traceability – ensure what gets built connects back to validated user problems
- Facilitate alignment across stakeholders with competing priorities (Sales, Operations, Finance, IT)
- Communicate in business language with commercial stakeholders and technical language with developers
- Support solution design sessions, bringing user perspective to technical discussions
- Liaise and manage external design and development partners, bridging the gap between internal and external stakeholders to ensure that the business vision (technical, functional and business requirements) is communicated and delivered.
Testing & Validation
- Design UAT scenarios based on real user workflows, not just functional specifications
- Coordinate and facilitate user testing and capture feedback systematically
- Validate that delivered solutions address business needs and expectations.
- Support post-launch assessment. monitoring and adoption measurement.
Your profile: Skills & Experience
Essential
- 7+ years’ experience as a Business Analyst, ideally in customer-facing or commercial systems (CRM, sales tools, booking platforms)
- Technical qualifications ideally BSc or MSc level
- Experience in AI solution discover, design and delivery – AI/ML products and the requirements and design peculiarities of AI and traditional solution design.
- Design Thinking or human-centred design experience – workshop facilitation, user research, journey mapping
- A self-starter with good analytical and problem-solving skills
- Proven ability to conduct user research: contextual inquiry, interviews, observation, synthesis
- Experience documenting processes as journey maps, service blueprints, or similar visual formats (not just traditional process flows)
- Strong facilitation skills – ability to run workshops with diverse stakeholders and navigate competing perspectives
- Excellent communication skills – able to translate between business and technical audiences
- Curiosity and empathy – genuine interest in understanding how people work and why
- Comfort with ambiguity – able to work in discovery mode where the solution isn’t predefined
- Proficiency in collaboration tools (Miro, Figma, Confluence, Jira)
Desirable
- Travel or hospitality industry experience
- Experience with CRM implementations or adoption programmes (Salesforce, SugarCRM, HubSpot)
- Experience capturing tacit knowledge or subject matter expertise for knowledge management systems
- Agile methodology experience (Scrum, Kanban) in product teams
- Experience in Change management or certification (Prosci, APMG)
What we offer
At Tour Partner Group, we believe in rewarding our team members. By joining us, you will enjoy:
- A dynamic and international work environment, collaborating with colleagues from over 20 nationalities.
- Familiarisation trips to enhance your first-hand knowledge of our destinations.
- A holiday increase with years of service, up to 25 days.
- A contribution towards gym membership to promote well-being.
- An extra day off on your birthday, because celebrating is important!
- One volunteering day per year to support a cause you’re passionate about.
- Annual social events to celebrate our shared successes.
- TPG Travel Club discounts to explore our destinations in your free time.
- The opportunity to become a Value Champion, earning a Discover-Our-Destination reward for an exciting explorer getaway.
- A structured development programme with on-the-job training, ensuring you reach your full potential.
- A collaborative and supportive team culture where every member is valued.
- Opportunities for career progression, moving into new roles within the company.
Additional Information
- High Season Period: Please note that from 1st May – 31st August, the workload may be heavier, and overtime may be required. Overtime is compensated as time off in lieu.
- Work Location: This position is based in London Paddington, with the possibility of hybrid working depending on the role.
Our Values
At Tour Partner Group, our values guide everything we do:
- Partnership – We collaborate as a team to succeed and hold our colleagues and business partners in high esteem.
- Inspiration – We inspire confidence in others through our knowledge and expertise. We seek and embrace change.
- Respect – We are open to new ideas, cultures, and experiences. We value honesty and transparency.
- Passion – We share our love for travel and encourage others to explore our destinations. We aspire to be the difference that makes the difference.
Our Commitment to Sustainability & ESG
- We recognise the part we play as a tourism business. We believe in the positive force and impact of responsible business on our collective future—one that is sustainable and contributes not only to ourselves and our clients but also to the planet and society as a whole.
- Internally, we have taken active steps to reduce our environmental footprint by limiting printing, switching to digital business cards, and ensuring that business travel is only undertaken when essential. Additionally, we encourage our employees to give back to the community through our 1 volunteering day per year initiative.
- Find out more about our sustainability efforts: Tour Partner Group ESG Policy
Our Diversity, Equity and Inclusion Statement
- At Tour Partner Group, our values of Partnership, Respect, Inspiration and Passion guide everything we do. We believe that travel is about connection, discovery and shared experiences – and that begins within our own teams.
- We are committed to building a workplace where everyone feels valued, respected and inspired to contribute their best. We encourage applications from individuals of every background, culture, identity, ability and life experience.
- Our aim is to make opportunities accessible, ensure decisions are fair and provide the resources each colleague needs to grow and succeed.
- By living our values and embracing diversity, practising equity and nurturing inclusion, we strengthen not only our business but also the partnerships and communities we serve.
How to Apply
If you’re excited to be part of a team that delivers exceptional travel experiences, we’d love to hear from you!
- Please send your CV and cover letter to wollie.boehm@tourpartnergroup.com with the subject line: Application for BA Role – [Your Name].
- If you have any questions about the role, please contact me.
We look forward to welcoming you to the Tour Partner Group team!