In today’s competitive travel industry, the most successful advisors aren’t just skilled planners; they’re trusted professionals who demonstrate integrity at every turn. As travel advisors, your reputation and success depend not only on what you do but also on what you avoid doing.
While there are countless opportunities to grow your business and serve your clients, there are also boundaries that must be respected to maintain ethical standards, comply with industry regulations, and protect your relationships with clients and suppliers.
There are certain practices in the travel industry that are either prohibited, frowned upon, or considered unethical. These practices can harm a travel advisor’s reputation, violate industry regulations, or even lead to legal consequences. In this article, we’ll explore these practices so that you can be informed and operate with full integrity.
2. Misusing FAM Trip Benefits
Familiarization (FAM) trips are designed to help travel advisors experience a destination or supplier product firsthand so they can better sell it to clients. However, something you might not know, it is strictly prohibited to disclose FAM rates or discounts to consumers, fellow guests, or even other travel advisors. Additionally, using FAM trips solely for personal vacations without any intention of promoting or selling the product is considered unethical and can damage relationships with suppliers.
Advisors are expected to act professionally, follow the FAM Code of Conduct, and use the experience to enhance their business offerings. This includes demonstrating respect for suppliers, fellow participants, and local communities, as well as adhering to scheduled activities and representing their agency and their host organization with integrity. Advisors should approach the FAM with a learning mindset—gathering insights, building relationships, and identifying opportunities to better serve their clients through firsthand destination knowledge and stronger supplier partnerships.
2. Soliciting Clients from Other Advisors
It is against industry ethics (and WorldVia’s Member Agency Privacy Policy) to solicit clients from another travel advisor or agency. This includes accessing, modifying, or using another advisor’s client information without authorization. Such actions can lead to termination of agreements, loss of access to resources, and even legal consequences.
Travel advisors are expected to uphold the highest standards of integrity and respect the client relationships that others have built. By maintaining these ethical boundaries, travel professionals contribute to a more trustworthy and collaborative industry that benefits clients and advisors alike.
3. Accepting Payments Directly and Without Proper Licensing
In states like California, Florida, Washington, and Hawaii, travel advisors must adhere to strict Seller of Travel (SoT) laws. For example, in California, advisors cannot accept payments directly from clients unless they are registered as a Seller of Travel and meet financial security requirements, such as maintaining a trust account or bond. Similarly, in Florida, independent advisors must operate under a host agency’s SoT registration unless they register as an "Authorized Independent Agent" and do not accept payments directly. Violating these laws can result in fines or legal action.
If you reside in one of these states or sell travel to clients residing in these states, it’s imperative that you do your research and take any necessary steps to maintain compliance.
Beyond the SoT laws, travel advisors should not be collecting or holding client funds altogether. Instead, payments should be made directly to the travel supplier using payment authorization forms to obtain their client’s approval to make the payment. (See more below.)
4. Misrepresenting Products or Services
Travel advisors must avoid false advertising, misrepresentation of prices, or making promises they cannot fulfill. For example, advertising a luxury experience but delivering a subpar product can lead to client disputes, loss of trust, and potential legal repercussions.
5. Discounting Travel Products
Many suppliers prohibit travel advisors from discounting their products to undercut competitors. For instance, offering a lower price than the supplier’s published rate to attract clients is not allowed. Instead, advisors can add value by including extras like personalized services, but they cannot alter the price of the travel product itself. Violating this rule can result in loss of commission or termination of supplier relationships.
6. Failing to Follow PCI Compliance for Payments
Travel advisors must handle client payment information securely and in compliance with Payment Card Industry (PCI) standards. For example, using unauthorized methods to store or process credit card information, such as writing down card details without proper authorization, is prohibited. Advisors are required to use secure tools like credit card authorization forms to protect client data and reduce liability. When choosing your CRM, make sure this is a feature offered.
7. Booking Non-Commissionable Travel Without Transparency
While advisors can book non-commissionable travel (e.g., certain Airbnb properties or direct hotel bookings), failing to disclose this to clients or charging hidden fees is frowned upon. Transparency is key to maintaining trust. Advisors should clearly communicate any service fees they charge for such bookings and ensure clients understand the value they are receiving.
8. Ignoring Supplier Policies and Agreements
Suppliers often have specific rules regarding how their products can be marketed and sold. For example, commission and booking-window rules, marketing and pricing restrictions, client-communication and disclosure rules, use of supplier-provided content, and referral and incentive-program terms. Ignoring these policies can result in penalties, loss of commission, or termination of the partnership. Travel advisors should carefully review supplier contracts and stay updated on policy changes.
9. Failing to Disclose Conflicts of Interest
Advisors must disclose any conflicts of interest, such as receiving incentives from suppliers that may influence their recommendations. Transparency ensures that clients trust the advisor’s recommendations are based on their best interests, not personal gain.
Conclusion
Ethics and professionalism are the bedrock of success in the travel advisor profession. By avoiding unethical practices, following Seller of Travel regulations, and prioritizing transparency, you strengthen your credibility and ensure clients return again and again.
Operating with honesty and accountability not only safeguards your business but also elevates the reputation of the entire travel advisor community. After all, long-term success in travel isn’t built on quick wins—it's built on trust, integrity, and ethical travel advisor best practices.
Here are a few real-world examples of what you shouldn’t do as a travel advisor with a suggested better approach:
1. Misrepresenting Expertise
Example: Calling yourself an “Africa safari specialist” after one online course risks credibility.
Better Approach: Be upfront—“I’ve completed safari-specific training and partner with top local experts and trusted suppliers to ensure a seamless, well-planned experience. I’ll guide you through the process, help you choose the right lodges and itineraries, and connect you with the on-the-ground teams who know the region best.”
2. Withholding Pricing Transparency
Example: Quoting a total price without explaining included fees can confuse clients.
Better Approach: Explain your pricing and value clearly—“My professional fee covers detailed destination research, comparison of vetted travel suppliers, and customized itinerary planning to fit your preferences. It also includes vendor coordination—handling bookings, confirming details, and managing payments—and ongoing trip support before, during, and after your travels. This ensures you receive a seamless, well-supported experience from start to finish.”
3. Steering Based on Commissions
Example: Promoting a high-commission resort over one that better suits your client’s style.
Better Approach: Prioritize your client goals—if it aligns with a high-commission resort, great! If not, put your client’s needs first and recommend something that suits them best—satisfied travelers drive repeat business and referrals.
4. Overpromising Results
Example: Promising a confirmed ocean view when it’s only a request.
Better Approach: Manage expectations—“I’ve requested an ocean view and will monitor it closely for you.”