How To Implement Travel Planning Fees That Feel Aligned & Sustain Your Business | A Case Study
Blog Overview: Calgary-based travel expert Caitlin Sheen shares how she transformed her business by implementing travel planning fees before it became an industry trend. From battling burnout to building a thriving boutique agency, she reveals her step-by-step process for valuing expertise and setting professional boundaries. Through candid insights and practical strategies, her story provides the blueprint for Travel Advisors ready to elevate their business model and attract clients who truly value their expertise.
Post written by Lara Ellis of Birch & Bud Design Co. with notes from Caitlin's presentation 'Implementing Service Fees with Confidence' as shared at the Travel Market Place Calgary (September 2024)
Note: this post contains affiliate links and I may make a small percentage of the sale at no cost to you.
Meet Caitlin: Your Dream Trip Designer, Mentor & Travel Planning Fee Pro
Caitlin Sheen is the travel expert behind Travel Designed by Caitlin in Calgary, Alberta. With 12 years in the industry, she's gone from managing a retail travel agency (earning that promotion in under a year) to running her own successful business as a home-based agent with Envoyage. In 2015, she chose to follow her entrepreneurial spirit and hasn't looked back.
These days, she specializes in adults-only beach vacations, in addition to fully customized itineraries all over the world - mainly in Europe and Asia.
The Wake-Up Call - Why She Started Charging Fees
By 2019, Caitlin was experiencing the burnout many travel advisors know all too well. Spending hours crafting perfect itineraries, only to have clients disappear and managing endless revision requests that turned into complete itinerary overhauls.
She says:
"Ultimately, I wanted to have more control over my business; I wanted to run my business and not have my business run me. I always knew that I did not want to be an agent that works 12 hours a day, 7 days a week, or always working my weekends, or stressing every time I went on vacation."
Sound familiar?
It Was Time To Assess The True Value She Provides as a Travel Advisor
Caitlin took a smart and strategic approach - she sat down and made a list of all the things she does for clients that typically go un(der) paid to determine if there was a gap.
The list was eye-opening - and probably a little too familiar.
In case you need a reminder of all the work you do as a Travel Advisor, here's her breakdown:
Negotiating with suppliers (sometimes for hours) to secure perfect arrangements
Managing cancellations & schedule changes when flights get disrupted
Serving as a knowledge base for months before the trip
Staying current on all travel requirements like:
Passport requirements
Visa regulations
Vaccination guidelines
Baggage allowances
Seat selection options
Ongoing expertise & trainings:
FAM trips
Travel conferences
Professional training sessions
And that's the Coles notes version.
Overall, relying on commissions, often minimal and paid months later, was - and is not - a sustainable business model.
How Caitlin Developed Her Travel Planning Fee Framework & Now Implements Travel Fees with Confidence
She transformed her business with a strategic approach that you can - and should - steal and adapt to your process.
Ready to transform yours?
Grab a notepad and think about where you are and where you want your business to be in the future.
Step 1: Determining What She Truly Desired For Her Business
She started by asking herself four crucial questions:
Who are my ideal clients? (Those who respect expertise and value professional guidance)
What types of travel do I want to focus on? (Identifying specialties that bring joy and profit)
What are my concrete financial goals? (Monthly, yearly, and per-booking targets)
What does my ideal workday look like? (More time on enjoyable tasks, less on draining ones)
Step 2: Perfecting Her Client Experience
She streamlined her process for all clients - including existing ones.
01. The Professional Welcome
After inquiry, she provides a thoughtful, professional intro email with a focused questionnaire (12 key questions about travel style, preferences, and needs using JotForm)
Include a clear fee structure document outlining services and value
Offer a complimentary consultation
Hot Tip: Her process and fees are outlined on her website, designed by yours truly in 2021, so there are no surprises. This helps pre-qualify clients so no one’s time is wasted.
Read more about why you should Ditch Your Host Website & Level Up With a Personalized Website
02. The Consultation (15-30 mins)
Virtual meeting via Google Meet or phone to review the trip in more detail
Provide expert guidance and recommendations on a high level which builds their confidence in her approach and services
Review the Travel Planning Fee again based on the trip details
Outline immediate next steps if the client chooses to proceed
03. The Planning Begins
Once the Travel Planning Fee has been paid, she gets started and her clients are fully supported.
All travel details researched and arranged
Regular progress updates
Clear timeline and deliverables
Ongoing communication protocol
Comprehensive travel documentation
Pre-departure support
During-travel accessibility
Post-trip follow-up
Step 3: Setting & Maintaining Professional Boundaries
Caitlin emphasizes that successful fee implementation requires clear boundaries which are achieved through open communication early and often.
That looks like:
Consistent process for all clients, whether new or returning
No quote creation before fee payment
Defined business hours
Clear response time expectations
Professional documentation of all included services
In Case You Need a Reminder That Great Clients Value Your Time & Expertise - A Few Success Stories She Shared
The First Big One
Derek needed help planning a six-week European adventure. After discussing his trip and all the details she knew the fee was going to be one of her highest quoted yet. She was hesitant about presenting her $500 planning fee but his response? "Oh, I know, it's $500, right? No problem, I have my credit card ready."
The Always Loyal Client
Then there's Anna, who books her annual beach escape with Caitlin and usually knows exactly what she wants - seems easy enough. When Caitlin offered to waive her fee for being a loyal client, Anna's response was memorable: "Caitlin, you are not a charity case. You always take such good care of me and I trust you. I will always pay your fee."
"I know that my time and my knowledge is valuable to my clients and I firmly believe travel advisors should paid for these things. When I started charging fees, I quickly realized that there are lot and lots of people out there who value these things and are happy to pay for them."
Here's What We Can Learn From Caitlin’s Experience
Transparency about fees strengthens client relationships
Quality clients value and invest in expertise
Setting boundaries creates professional respect
Your expertise deserves compensation
"Ultimately, I've learned after 5 years of charging my travel planning fees is that fees protect your peace and establish professional boundaries with clients."
Remember: Your knowledge, time, and expertise have real value. The right clients understand this, and those are the partnerships worth nurturing.
Ready to elevate your business?
Connect with Caitlin for a Travel Advisor Mentorship Session or bring your travel business to life online with a professional website thoughtfully designed with your brand & business in mind.
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About Caitlin Sheen, Travel Advisor & Owner of Travel Designed by Caitlin in Calgary, Alberta
Caitlin is the founder and lead travel advisor at Travel Designed by Caitlin, a boutique travel agency based in Calgary, Alberta. With over 12 years in the industry, she's built her reputation on creating exceptional travel experiences for discerning clients. After successfully managing a retail travel agency and transforming it from struggling to thriving, she launched her own business in 2015.
As a home-based agent partnered with Envoyage, Caitlin specializes in adults-only travel experiences, focusing on couples getaways and honeymoon planning. Her expertise in crafting customized itineraries throughout Europe and Asia has earned her a loyal client base and industry recognition.
Caitlin has been successfully implementing travel planning fees since 2019, well before the industry shift during COVID-19. Her practical, client-focused approach to professional fees has become a model for other travel advisors looking to build sustainable businesses.
Work with Caitlin
Are you a travel advisor looking to implement or refine your fee structure?
Caitlin offers mentorship sessions to help you:
Develop your own fee structure
Create effective client communication strategies
Build confidence in charging for your expertise
Establish professional boundaries
Transform your business model
To connect with Caitlin about mentorship opportunities or learn more about her approach to travel planning fees, reach out through https://www.traveldesignedbycaitlin.com/mentorship
At Birch & Bud Design Co., I understand the heart and soul you put into your work. Your website should be a reflection of that passion, a space where your clients can see the care and thoughtfulness you bring to your role.
If you’re ready to invest in a website that truly represents your brand, I’m here to help!
