09/21/2026
Early on in my travel business, I had a bad habit.
I didn't charge planning fees.
You know how it is.
I was eager, and if I am being completely honest, I didn't feel "worthy" yet as a travel designer.
I felt "honored" that people were even "letting" me practice on them. I was terrified of making a mistake. I thought, *well, everybody learns by making mistakes, but I sure as heck don't want anyone to feel like they made a mistake by trusting us.*
So I gave my time away.
I'll give you 3 guesses about what happened next (the first 2 guesses don't count).
Those clients Ran 👏 Us 👏 Ragged 👏 .
Back and forth, emails and calls, Ch-ch-changes, immediate answers, and more, More, MORE.
They wanted our expertise, connections, and opinions. They barely booked a thing.
We earned pennies on the hour.
I tried to not feel angry or disappointed.
Honestly?
I was furious. At them! At the industry! At the world!
Mostly I was furious with myself. I let that happen.
It took that breaking point to realize a hard truth: even as a beginner, I had *lots* to offer.
I had access to Virtuoso, a global network, and my own deep skills of sensitivity and listening to truly design their dream.
They didn't see any of that. And that wasn't on them.
That was on me.
I didn't set the standard. I didn't value myself, so why should they?
I charge planning fees now, Baby.
Why?
Because, like the old L'Oreal commercials, I am worth it.
Charging a planning fee isn't just about getting paid for our labor.
It sets the tone for a professional relationship and establishes mutual respect. When people invest in our expertise, they show up differently, and we can do what we do best: take on the heavy logistics so they can step out of overwhelm.
Charging a planning fee is also about valuing our time. That most precious resource that I'm always trying to protect for my clients; I also need to protect my own.
Where are you ready to go?