A travel advisor is a planner, booker and advocate in one. If you have never used one, the two big questions are what you get and what you pay. Here is the honest answer, with sources.
What does a travel advisor actually do?
Quick answer
It depends on the trip, but typically: listens to what you want, narrows the options, checks details you would otherwise research yourself (room location, dietary policies, transfer times), books hotels, cruises, tours and sometimes flights, and is your contact if something changes before or during the trip. For wellness travel, that includes matching you to the right kind of retreat and emailing kitchens about your needs.
How are travel advisors paid?
It depends on the advisor. ASTA says advisors are paid by the suppliers they book (hotels, cruise lines, tour operators) and/or by professional fees charged to the client. For many hotel, cruise and tour bookings, the price you pay is often the same as booking direct, because the supplier pays the advisor. Some advisors also charge a planning fee, especially for complex, custom itineraries.
ASTA says advisors are paid by the suppliers they book (hotels, cruise lines, tour operators) and/or by professional fees charged to the client.
How much does a travel advisor cost?
It depends on the trip's complexity. ASTA reports that many advisor fees range from about $50 to several hundred dollars; a World Travel Agents Association Alliance white paper and Consumer Reports describe similar ranges and note fees are often waived or credited for certain bookings. Always ask upfront what is included and whether any fee is refundable.
How do you check a travel advisor in California?
It depends on where the business operates. California requires sellers of travel to register with the state Attorney General before doing business, and to show their registration number in advertising. The Attorney General's site explains the rules; registration does not mean the state has approved the business.
What should you ask an advisor before you book?
It depends on your trip, but good questions are: Which suppliers do you work with most? Do you charge a planning fee, and what does it cover? Who do I contact if something goes wrong while I'm traveling? Can you request my dietary needs in writing? Are there hotel perks for booking through you?
FAQ
Is it more expensive to book through a travel advisor?
Often not for hotels, cruises and tours, because suppliers pay advisors. Some advisors add a planning fee; ask upfront (as of October 24, 2026).
Do travel advisors book flights?
Many do; some charge a fee for flight-only bookings because airlines pay little or nothing.
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Photo: TJ DeGroat / Wikimedia Commons · CC BY 2.0
Wake up somewhere awe-inspiring in Big Sur
Post Ranch Inn
Ridge-top rooms above the Pacific on the Big Sur coast.
Sources
- ASTA press kit: https://www.asta.org/Common/Uploaded%20files/ASTA/2025-astapresskit.pdf (checked October 24, 2026)
- WTAAA: Professional fees white paper: https://wtaaa.org/wp-content/uploads/2025/07/Professional-Fees-in-the-Travel-Agency-Industry-White-Paper_V5.pdf (checked October 24, 2026)
- Consumer Reports: should you hire a travel adviser: https://www.consumerreports.org/money/vacations/should-you-hire-a-travel-adviser-a3215301062/ (checked October 24, 2026)
- California Attorney General: Seller of Travel FAQs: https://oag.ca.gov/travel/faqs (checked October 24, 2026)
- Photo: Sierra Mar Restaurant at Post Ranch Inn.jpg, TJ DeGroat, CC BY 2.0, via Wikimedia Commons: https://commons.wikimedia.org/?curid=117606126
Photo credits
- Post Ranch Inn: Photo: TJ DeGroat / Wikimedia Commons · CC BY 2.0
Scores and features are High Vibe Vacay’s own reading of public sources as of October 2026. Confirm details with the property or line before booking.
