Here’s Why Some Travel Advisors Still Don’t Charge Fees

Much has been said about why travel advisors should be charging fees, from promoting professionalism to protecting their time. However, a good portion of advisors still do not charge their clients – and don’t plan to. 

In Travel Market Report‘s 2026 Outlook on the Modern Travel Advisor, 23% of advisors surveyed never charge fees, and another 23% rarely charge them. Only 24% said they charge fees for all bookings, while 22% charge them only for complex or customized itineraries. The remaining 8% said they do not currently charge them, but plan to in the future. 

These stats show just how split the industry is on whether they ask their clients for money or only rely on commissions. When we spoke with advisors who do not charge fees, there were a variety of responses, though most agreed that a solid vetting process plays a strong role in their decision. 

The consensus was also that every travel agency is structured differently, and there is respect in the community for whether advisors choose to charge or not.  

“The beauty of this industry is we can run our businesses the way we see fit,” Bridget Koester, owner of BCB Vacations, told TMR. 

That being said, here are some reasons why travel advisors don’t charge planning fees. 

New to the Industry as Retirement Career 

When travel advisors first open shop, they often don’t feel comfortable charging fees. And for many of them, the habit simply sticks. 

Rosanne Rush, owner of Live Love Cruise Travel, started her business in 2023. At the time, she didn’t consider how much time she’d spend on potential clients who didn’t end up booking. Though she still chooses not to charge fees, she understands why many do. 

“Time is valuable,” she told TMR. “There are a lot of people who want to shop around for the best price. It can be disheartening. It’s a tremendous amount of work.” 

Rush is a retired principal and sees this as a side job, though, so she forgoes fees to “give back to people who help support my business.” 

“As a brand-new travel agent and agency owner, I thought that maybe I would get more clients if I didn’t charge a fee,” Rush said. “When I made the decision not to charge a fee, I just decided to stick with it because people appreciate it.” 

Helps Clients Afford the Trip  

The rising cost of travel has also made advisors more hesitant to charge fees. Depending on their clientele, it could be worth it to offer free services so the client can afford the trip at all, or even spend more on the trip, and advisors still benefit from that commission. 

“I do think it helps me get clients because money is tight for a lot of people and every bit they can save, they want to,” Rush said. “Often people don’t even know what the cost might be to go on a cruise. They go into it blind and then you give them a quote, and the price is more than they anticipated, so they’re shocked. So for those people, it’s a benefit not to charge them a fee.” 

Koester agreed that because of high travel costs, some of her clients would not be clients at all. 

“There are certain clients where if I charge the fee, they would not use my services,” she said. “Prices have gone through the roof. I have clients who are well versed and could do it on their own, so some would not [book with me] if I charged them a fee.” 

Encourages Referrals and Repeats 

Some advisors truly do feel that planning fees are a turn-off for potential customers, and they end up getting more referrals without it. They rely on the quality of their services alone to prove themselves and hold on to repeat clients. 

“I hope that my relationships, my experiences, and my knowledge make you comfortable enough to book with me,” David D’Amico, owner of D’Amico Travel, told TMR during a recent MasterAdvisor webinar. 

“If you align the client with the right property and give them the service that truly enhances their experience, they will come back,” Koester agreed. “To me, a return client and a person who shares that information with their coworkers, their mom, their cousins, is way more valuable than a planning fee.” 

Vetting Process Negates Need for Fees 

The biggest concern for travel advisors not charging fees is that they’ll plan an entire trip – just for the traveler to take that information and run with it on their own. Now the advisor has spent hours working that they will not be paid for. If an advisor isn’t charging a fee, they should probably at least have a plan to prevent this. 

“It happens so few and far between that I’m not really worried about it,” D’Amico said. “But at the end of the day, you still have to weed out who your window shoppers are.” 

Advisors, more seasoned ones especially, have all different kinds of ways to ensure clients are serious about booking with them. Some feel clients out with an initial consultation call, while others have online forms detailing their processes. 

Ironically, Koester will sometimes say she charges a $100 fee – but then not actually charge it if the client books the trip. 

“I only implement that if the consultation call goes in a way that makes me feel they’ll go take the information and book direct,” Koester said. “I’m successful because I do a good job of the consultation process and explaining it where I don’t feel I’m wasting my time often.” 

Koester reminds newer advisors that the more practice they get talking to clients and setting expectations, the easier it will get. Even if they feel they are wasting time, it’s all reps toward feeling more comfortable vetting clients. 

Have Enough Business 

More established advisors also say that they make enough money off commissions that they don’t feel the need to charge a fee. 

Aubree Johnson, owner of Vagablonde Travel, used to implement planning costs when she first started out. However, she stopped charging them once she saw more business coming in, and it tripled her sales, she said. 

“In the beginning, I felt like it covered you until you were paid for them to travel, so I understood it at first,” Johnson told TMR during a recent MasterAdvisor webinar. “But as I grew as an agent and as business started coming to me, I realized I really don’t need to charge this agency fee.” 

“I do feel we earn a decent commission,” Koester said. “It feels better the longer you’re in the industry.” 

Have Other Revenue Sources 

Whether owning a travel agency is a side hustle, a part-time job, or a retirement gig, there are many advisors who do not rely on it for their sole source of income. A growing number of advisors even have social media presences that bring in revenue. 

Take RacQuelle Major-Holland, owner of Major Adventures Travel, who runs a popular YouTube channel documenting her family cruises. The channel has 43,000 subscribers, acts as a funnel for clients, and she gets paid through YouTube.  

At one point, Major-Holland did try charging a $50 client fee, but “I saw a dip in the number of leads that I was getting when I did that,” so she stopped. 

Keeps Business Competitive 

Though this is certainly an industry that values “collaboration over competition,” some travel agencies still do compete for business. Not charging fees can give some an edge or at least keep them in line with their competition. 

“Where I am, there are many travel agencies in our region, and they do not charge fees either,” D’Amico said. 

Already a Rewarding Experience 

For most travel advisors, this is their dream job. When you’re doing what you truly love, the money ultimately tends to matter less. That’s why – perhaps whether it makes financial sense or not – fees just don’t feel necessary. 

“I’m doing it because of my passion for cruising, and I love what I’m doing. I really enjoy working with the clients, especially when it’s someone’s first time,” Rush said. “So I feel like I’m sharing my passion and doing it for that reason. Yes, it’s tons of work, tons of time, but I feel rewarded when I help someone book their wedding or honeymoon or family trip or dream vacation or milestone. I am very rewarded by that, so that makes up for it for me.”