Planning Fees 101: How to Communicate Your Value as a Travel Advisor So Fees Don’t Make You Cringe
Blog Overview: Tired of working for free while clients ghost you after you've done all the research? It's time to start charging service fees—and actually feel good about it. This guide breaks down why fees are non-negotiable, what the industry is charging right now, how to handle objections like a pro, and why your branding might be the reason clients aren't taking you seriously. Plus: real scripts you can use today and resources to finally get your business looking as professional as the service you provide.
Note: this post contains affiliate links and I may make a small percentage of the sale at no cost to you.
What We cover in this post
The Reasons You Might Be Holding Back
Why Service Fees Shouldn’t Be Optional
Who’s Charging What These Days
The Missing Piece to Attract Clients That Pay
Elevating with Semi-Custom Brand Design
How to Reframe Your Fees With the Ick
Overcoming Objections (Scripts)
Client-Facing Scripts to Steal to Introduce Fees
What Happens When You Start Charging Fees
How To Implement Fees With Ease
We need to talk about something that's probably making you squirm a little: charging service fees. Yeah, that thing you've been avoiding because you're worried clients will ghost you or hit you with the dreaded ‘I can just book this myself on Expedia.’
Here's the truth bomb: if you're not charging service fees, you're basically running a hobby, not a business (or you’re overworked, underpaid and feel undervalued).
You deserve better than that.
The Real Reasons You're Probably Hesitating
You're likely feeling some type of way about asking for money up front (cue inner dialogue about self-worth). Maybe you're worried about:
Clients thinking you're not ‘worth’ it
Losing bookings to DIY travel planners (spoiler: those aren't your people anyway)
Justifying your value when Google exists
Feel weird about charging when suppliers pay you a small amount of money to sell their product (usually)
But here's what you need to believe and embody with your full heart — you're the CEO of your business. Your time, your insider connections & network, your ability to turn a vacation into an experience, that's your ‘product’.
And products cost money. So, you should cost money.
Why Service Fees Shouldn’t Be Optional
You Work for Your Clients, Not the Suppliers
When you charge a service fee, you're making it crystal clear: your loyalty is to the person paying you, not the hotel chain or cruise line that is going to pay you the most. You're their advocate, their problem-solver, their travel therapist. That's worth something.
Other Professionals Don't Work for Free (Neither Should You)
Think about it. Lawyers & Accountants charge consultation fees. Therapists charge per session. Beauty professionals get a wage and tips. You're a professional with specialized knowledge, so act like it. BELIEVE IT.
Commissions Are Unreliable AF
Delayed payments, cancellations, razor-thin margins on certain bookings…if you're relying solely on commission, you're building your business on quicksand. In 2023, service fees accounted for 20% of hosted advisors' total income, indicating that many advisors are still leaving significant money on the table. Service fees give you predictable income and financial stability.
So, What Should You Actually Charge?
Okay, let's talk real numbers. Here's what the industry is doing right now, based on internet sleuthing (as of 2025), but you do you boo.
Airfare Bookings:
Simple airfare booking: $25-$75 per ticket (you’re basically covering a ticketing fee)
Airfare research and booking: $50+ per person
Trip Planning Fees:
Simple domestic trips or All Inclusives: $100-$250
International trips: $250-$500
Luxury domestic travel (FIT) (7 days or less, 1-4 people): $750
Complex/luxury multi-destination itineraries (FIT) or group packages: $500-$1,500+
Some advisors also charge a percentage (5-15% of the total trip cost). Still, flat fees are usually easier to communicate and less likely to freak clients out before they understand your value.
The key? Your fee should reflect the complexity of the trip, your level of expertise, and the time you'll invest. Don't undersell yourself just because you're nervous. Start somewhere in these ranges and adjust as you get more confident and experienced.
The Secret Sauce To Attracting Clients That Pay — Visual Branding That Screams I’m a Professional
Here's something most advisors miss, and needs to be SHOUTED from the rooftops. Your visual branding is doing half the selling for you, and if it’s meh or non-existent, you might have found your problem.
Think about the last time you saw a luxury/premium brand with cheap-looking marketing. Never, right? That's because branding creates perception, and perception creates value.
Why Your Visual Identity Matters
First Impressions Are Everything
Before a client even talks to you, they're judging your website, your Instagram, your email signature. If your branding looks polished and professional, they automatically assume your service is too.
Consistency Builds Trust
When your colours, fonts, and messaging are cohesive across all platforms, it signals that you're detail-oriented and reliable. Those are exactly the qualities people want in someone planning their $10K vacation.
Premium Branding Justifies Premium Fees
You can't charge luxury prices with bargain-basement branding. Your visual identity needs to reflect the calibre of service you provide. High-quality design, professional photography, thoughtful copywriting - these things tell clients you're worth the investment.
Differentiation in a Crowded Market
There are a million travel advisors out there. Your branding is what makes you memorable and helps you stand out from the DIY booking sites and the advisors who haven't updated their look in a decade (or more) or are selling their host, not their uniqueness.
What You Need For A Strong Brand
A cohesive colour palette and typography that reflects your specialty (luxury, adventure, family travel, etc.)
Professional photography (not just stock photos everyone's seen a thousand times)
Clear, confident messaging that positions you as an expert, not an order-taker
A website that looks like it belongs in this decade and clearly explains your process and fees
Social media presence that showcases your expertise and the incredible trips you plan
When your branding looks on point, explaining your service fee becomes way easier. Clients can see that you're a professional, so they expect to pay professional rates.
Get Your Brand Sorted Without Breaking the Bank
I know custom branding can feel like a massive investment when you're still building your business. That's why I partnered with Smeuse Studio, a designer who understands the travel industry AND design.
Amandolin (the creative genius behind Smeuse Studio) offers a One Day Brand package that's perfect for Travel Advisors who need professional branding but aren't ready to drop high four or five figures on a full custom process. This is a semi-custom design, which means you get all the polish and strategy of high-end branding, but with way less time and budget commitment. You can use the visual branding on socials, email marketing, and your website - when you’re ready for it!
Here's what makes it perfect for Travel Advisors:
Done in ONE DAY – Seriously. You choose your brand style, collaborate in real-time via Slack, and walk away with a complete brand identity by the next day.
Semi-custom means strategic – You're not getting a generic template. Amandolin creates elevated, flexible brand identities that feel uniquely yours based on her stylish designs. Only five of each style are ever sold, so you're not showing up looking like everyone else.
Everything you actually need – Logo suite (primary, alternate, submarks), curated fonts and colour palette, brand guidelines, final files in every format, a walkthrough video, plus launch graphics to announce your rebrand.
Payment plans available – You can pay in full or split it into three monthly payments, making it totally doable even if cash flow is tight right now.
The vibe? Refined, elevated, and strategic—exactly what you need to charge those service fees with confidence. Check ‘em out below.
Ready for your brand to feel as elevated as your service?
Head to Smeuse Studio's One Day Brand, check out the available styles, and when you reach out, mention Lara at Birch & Bud Design Co. sent you to save $100 on her design services! She's a total pro and will hook you up with a brand that finally matches the calibre of work you're doing.
Now That You’re Ready to Implement, Let’s (re)Frame Your Fees (without the ick)
Lead with Your Expertise
‘My role is to simplify your choices, connect you to trusted partners, and protect your investment of time and money. I'm not just booking trips, I'm saving you hours of research, avoiding rookie mistakes, and unlocking experiences you wouldn't find on your own.’
Highlight the Intangible Stuff
People aren't just buying a vacation—they're buying FEELINGS like peace of mind, excitement, and confidence that they're not going to show up at a sketchy hotel or miss out on the best local experiences. That's what you sell.
Show Them It's Industry Standard
Point clients to other advisors' websites that list service fees. Make it clear this isn't some weird thing you're doing; it's how professional travel advisors operate.
Here are a few of my favourite websites that not only showcase pricing for their services, but also explain through their website copy (words) why clients should work with them. Use these as inspo as you work on your messaging or pricing strategy.
Milk & Honey Travels
Anthology Travel
Palmer Studio
Itinerary Girls (she doesn’t show pricing, but has created elevated packages)
Hayven Travel (simple 1 pg website)
Tailored Travel Experiences (Destination Wedding Specialist)
The Terra Template | available through semi-custom design
The Tulum Template | available through semi-custom design
Specialize (Seriously, please)
The more niche you are, the less you compete with Google. The more you can speak on a certain topic, the more indispensable you become.
Handling the ‘But I Can Book This Myself’’ Objection
When clients hit you with this (and they will), here are two ways to respond depending on your style:
The Casual Approach:
"Absolutely! And if you have 10-15 hours to research, compare options, and coordinate all the logistics, you totally can. My fee covers that time, plus my insider connections and advocacy if anything goes wrong. Think of it like hiring a lawyer or real estate agent; you could represent yourself, but is that really the best use of your time? Most of my clients find that the time and stress they save is worth way more than the planning fee."
The Professional Approach:
"You're absolutely right, online booking tools have made travel more accessible than ever. What I provide is different: strategic guidance based on years of industry relationships and firsthand destination knowledge. My planning fee ensures you have an advocate throughout the entire process; someone who knows which properties truly deliver on their promises, can secure added value you won't find online, and handles any issues that arise before, during, or after your trip. Most clients find the peace of mind and time saved far outweigh the investment."
The key is acknowledging they could do it themselves while making it clear why they shouldn't. You're not defensive, you're matter-of-fact.
Client-Facing Scripts (steal ‘em if you like)
The Full Email
Subject: Let's Plan Your Dream Trip
Hello [Client Name],
I'm so excited to help plan your upcoming trip! Before we get started, I want to share how I work with my clients.
To ensure every trip gets the attention it deserves, I charge a one-time planning & service fee of $XXX. This covers the hours of research, personalized recommendations, industry connections, booking & and ongoing support I provide from start to finish. Think of it as having a travel consultant, concierge, and advocate all in one.
Once the fee is confirmed, I'll begin sourcing tailored options and building your itinerary. You'll also have my support before, during, and after your trip should anything need adjusting.
Looking forward to planning an incredible experience for you!
[Your Name]
The Short-and-Sweet Version
Hello [Client Name],
I work with my clients on a planning & service fee of $XXX. This allows me to dedicate the time, expertise, and connections needed to build a seamless, personalized trip for you. Once confirmed, I'll begin sourcing options and creating your itinerary.
Looking forward to planning your travels!
[Your Name]
What You Tell Them During Discovery Calls
‘Here's how my process works:
Time & Expertise – I spend hours researching, vetting suppliers, and creating custom recommendations so you don't have to wade through endless online options.
Insider Access – I have industry connections that unlock upgrades, perks, and trusted local experiences you won't find online.
Protection & Support – I'm your advocate before, during, and after travel if plans change or challenges pop up.
A Professional Standard – Just like lawyers, consultants, or therapists, travel advisors charge for their professional knowledge and time.
Once the service fee is confirmed, I begin sourcing the best options tailored specifically to you. You'll receive curated proposals, revisions if needed, and full support through booking and beyond. I remain your point of contact through the entire journey—making sure every detail runs smoothly.’
What Happens When You Start Charging Fees
Here's what's happening in the industry right now: advisors who were charging zero in service fees—barely making $40K/year, working 60-hour weeks, dealing with tire-kickers who ghost after they've done all the research—are finally implementing proper fee structures.
The ones who commit to it? They're seeing real transformations. A $250-$500 planning fee plus upgraded professional branding can literally be the difference between struggling and hitting six figures within 18-24 months.
Here's what changes:
Better clients who respect your time and expertise
Predictable income that doesn't depend on commission timing
Less time wasted on people who were never going to book anyway
More confidence in your value and your business decisions
The advisors who are crushing it right now? They all charge fees. All of them.
Practical Moves to Make Diving Into Fees Easier
Define Your Niche
Stop trying to be everything to everyone. Pick your lane, own it and don’t stop talking about it or learning about it.
Frame Fees Positively
’My planning fee ensures I can dedicate my full attention to your trip from start to finish, even if plans change.’
Build a Follow-Up System
After the trip, collect feedback on their trip and your client experience and ask for referrals. Happy clients are your best marketing - they prove your fees are worth every penny and refer others who will feel the same.
Invest in Your Brand
Seriously, if your logo looks like it was made in Microsoft Paint or a watercolour Canva logo and no cohesive colour palette or font choices, it's time for an upgrade. Your visual branding should reflect the premium service you provide.
Questions to Ask Yourself
Where are you currently hesitant to ask for a fee? What fear is holding you back? What’s the worst that can happen if you ask? Are you OK with that outcome?
How would you explain your fee if you saw yourself as a travel curator, not an order taker?
What niche or specialty could help set you apart from other advisors or attract the clients you want to work with? What knowledge do you need to become an expert?
Does your current branding reflect the level of service you provide? If you’re using your host branding, is it designed to attract your style of clients?
What would a clear follow-up system for feedback and referrals look like in your business?
The Bottom Line
You're not a booking agent. You're a consultant, an advocate, a curator of experiences. Your expertise, connections, and the time you invest make you irreplaceable.
Charging service fees isn't about being greedy—it's about building a sustainable business and attracting clients who actually value what you bring to the table. And when your branding backs up your messaging, those fees become a no-brainer for the right clients.
So stop apologizing for your worth. Charge the fee. Level up your branding. And watch how quickly the right clients start showing up.
Ready to Finally Look Like the Pro You Are?
If you're done with DIY branding & web design that makes you look like a side hustle instead of a serious business, it's time to get your online presence sorted.
Book a Get Rooted custom website design: Get a clean, professional 4-page website that clearly communicates your value, showcases your expertise, and makes it easy for clients to understand (and pay) your service fees.
Book a Semi-Custom template re-style – re-design one of Birch & Bud Design’s templates (5PG Terra or 1PG Tulum), crafted specifically for travel advisors who are ready to charge premium fees and attract premium clients.
Sneak peek at the templates available for re-style to your brand
Both packages include a strategic layout, modern design, and all the elements you need to convert browsers into bookings.
Let's build something that finally matches the calibre of work you're doing.
You've got this. Now let's make sure your clients know it too.
At Birch & Bud Design Co., I understand the heart and soul you put into your work. Your website should be a reflection of that passion, a space where your clients can see the care and thoughtfulness you bring to your role.
If you’re ready to invest in a website that truly represents your brand, I’m here to help!
get 10% off your first subscription payment with code birch10 at checkout!
save 20% when we work together on a project!
As someone who pours so much care and attention into your work, you deserve a travel advisor website that truly reflects your unique approach to travel planning. If you’re still using the standard site your host agency provides, you might be missing out on an opportunity to connect more deeply with your clients.