Half of Canadian travel advisors now charging fees, study finds

A change in what travellers expect is leading travel advisors around the world to start charging professional fees, according to a new study from the World Travel Agents Associations Alliance (WTAAA).

“Today’s travellers want complex itineraries, upfront pricing, and 24/7 support, and they want advisors who can dedicate their full expertise to creating the perfect trip. Professional fees enable advisors to be true consultants, not just instruction-takers,” said Otto de Vries, executive director, WTAAA, in a statement.

The study from WTAAA confirms that this trend has become the norm in major global markets.

Instead of depending on supplier commissions, more travel advisors are charging clients directly for their expertise—similar to how lawyers or financial advisors operate.

“This marks a new chapter for our industry,” stated de Vries. "We are witnessing a structural transformation where advisors around the world are no longer defined by what they book but by what they know. They're increasingly being compensated like true professionals, which ultimately delivers more value to travellers through personalized planning, transparency and trust.”

Service fee adoption rates vary across global markets. New Zealand leads globally with more than 95 per cent of travel agencies now charging fees, the study shows.

In the United States, 55 per cent of advisors charge fees, whereas in Canada, around 50 per cent apply fees despite confidence gaps reported when presenting pricing models directly to clients.

Fee adoption remains limited across much of Asia-Pacific, and in Latin America, cultural expectations continue favouring embedded pricing models instead of advisory charges. But luxury-focused agencies show early signs of implementing consultancy packages.

While initial client resistance emerged in some markets (70 per cent reported pushback), agencies succeeding with fee implementation focused on clear value communication.

"Clients don't reject fees, they reject poorly communicated ones," noted a German agency in the study. "When we explain that our €150 deposit covers 10 hours sourcing exclusive villas and negotiating group rates, they see the investment value immediately."

The study highlights new fee structures that reflect those used in other trusted professions, such as consultation deposits, flat-rate pricing for detailed trip planning, subscription models for frequent travellers, and retainer agreements for corporate clients.

"This evolution positions travel advisors where they belong, as trusted professionals whose expertise commands fair compensation," stated de Vries. "The future belongs to those who confidently charge what they're worth, because great advice isn't free."

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