Shoptalk: How to raise your fees (without losing clients)

As supplier commissions shift, bookings become more complex and client expectations rise, more travel advisors are rethinking what their time is worth. 

For some, that means introducing service fees for the first time. 

For others, it means raising existing fees, moving from a per-booking model to a per-person structure or charging more for files that require extra time and support. 

To understand how advisors are making those changes without damaging client trust, PAX spoke with two advisors who have increased their fees while keeping their strong client relationships intact. 

Match the fee to the work

At Blowes & Stewart Travel Group in Stratford, ON, the shift to higher fees came through a move from a per-booking charge to a per-person rate. 

“Recently, we started charging a per person rate of $50 plus tax. Prior to that, we were charging that as a one time booking fee,” says Rob Blowes, vice-president of Blowes & Stewart Travel Group.

The change, Blowes says, is partly a response to changing supplier commission structures and the need to protect agency revenue up front.

“The industry is based on commission, and we don't have control over what our suppliers are going to pay us,” he says. “You need to have the revenue up front to make sure you're getting paid.”

For Angela Landry, a Winnipeg-based TPI advisor and independent affiliate of Trevello Travel Group, the right fee depends on the client and the amount of work involved.

“I would suggest to agents to figure out who their client is,” she says. “If it’s going to be super labour intensive, you’ll want to structure your fees in a way that considers the extra time you’ll be spending.”

Landry, who was recognized by Trevello in 2025 for the highest service fees collected, says advisors who are still hesitant should start somewhere, even if the fee feels modest.

“Whether you’re old or new to the business, you’ve got to charge something. You have to start somewhere," she says.

In some cases, she says, a gradual approach can help.

“I had an account that was hesitant to pay my fees even though they wanted to work with me. So I just started them really low, and gradually increased it by $5 a year.”

More broadly, Landry says small, regular increases are part of how she prices her work. 

“I increase my fees by at least $5 per year,” she says.

Make the value visible

Both advisors say the fee conversation gets easier when clients understand the services behind the charge. 

Blowes says most clients accepted the move to a per-person fee without much pushback.

“They accept the fact that we charge fees, and they're coming back to us because we are doing a good job for them,” he says. “Some people even say: Is that all you’re charging me?”

When clients do question the fee, Blowes says advisors need to be ready to connect the charge to the full scope of their work, from research and planning to post-booking support.

“You get the odd person that pushes back a little bit, but then you can articulate your case and it's generally fine,” he says.

“We explain the complexity and the time involved. We also explain the value after the booking is completed: handling schedule changes and all in-destination stuff that happens when things go sideways.”

To make that value easier to communicate, Blowes & Stewart gives advisors a document they can share with clients who are unsure about the fee.

“It highlights: here are the 20 things that are included in our fee. It helps them have a little backup to articulate the reason for the price,” he says.

Landry also makes the work visible before asking clients to commit. 

She says she walks clients through her research and recommendations, then includes the agency ticketing fee as part of the overall breakdown.

“And 99.9 per cent of the time, people will look at that and look at all the research and everything that you're offering, and they see the value and they don’t push back," she says.

She also makes a point of being direct when fees change.

“I always have conversations with clients about the yearly fee increase, because I try to remain really open and honest with everybody,” she says.

For prospective clients who question whether the fee is worth it, Landry points to the support advisors provide when a trip does not go as planned.

“A stranger calling me up will sometimes question: Are you worth the $50? I'll give them some examples of people that have been stranded and have called me on a Sunday at 10 o'clock at night, and I've actually been able to rebook them and get them home. It’s worth it,” she says.

Know when to hold the line

Still, both advisors say there are times when charging properly means accepting that not every client is the right fit.

For Blowes, the risk is spending hours on a file that may never generate revenue.

“Some people are very price sensitive, but, in some cases, it's just a matter of deciding: is that the client you want?” he says. 

“What if they cancel? Suppliers don't pay on cancelled booking, so you could spend 20 hours putting this trip together, and you have nothing. Why bother going to work?”

Landry says she has also had to stand firm, including with one client that wanted her to lower her fees.

“There was one corporate client that I had, and they had some restructuring in their company, and they said to me: we're going to have to bring these fees down. And I declined,” she says. 

“It was hard but, by saying no, it opened up time for me. My time is valuable. Sometimes you just have to stand your ground.”

For advisors hesitant about raising fees, Blowes notes that increases do not have to be major to make a difference. 

“You can probably charge a little bit more than you are,” he says. “It doesn't have to be huge – even five extra bucks a booking can make a difference to your bottom line, depending on your volume and how many transactions you're doing.”

The larger point, he says, is that advisors should put a clear value on their time and expertise. 

“Maybe you don’t want to sound too expensive, but you’ve got to sound professional, too," he says

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