Many advisors treat service fees like a confession: mumbled, discounted, sometimes waived entirely. That is backwards. A planning fee filters for serious clients, stabilizes your income, and signals that your expertise has value.
Why fees make you stronger
- They eliminate tire-kickers: people who pay a planning fee actually travel.
- They smooth cash flow between commission payouts.
- They let you say yes to complex trips that commissions alone would not justify.
What to charge
New advisors often start at $50–$100 per trip and graduate to $150–$500+ for complex itineraries. Tie the fee to the work: a simple cruise booking gets a modest fee, a three-week custom itinerary gets a serious one. Never charge by the hour — clients hate watching the clock.
How to present it
State the fee early, confidently, and as a normal part of working together: 'My planning fee for this type of trip is $150, which covers research, booking, and support before and during travel.' Then stop talking. The advisors who struggle are the ones who over-explain.
Credit it or keep it?
Some advisors credit the fee toward the booking; others keep it separate. Crediting feels generous and still filters for serious clients. Keeping it rewards the planning work even if plans change. Either is fine — pick one and be consistent.
Raise your fee every year until a few prospects say no. That is how you know you have found the right price.