In the world of travel sales, a simple commission cheque no longer cuts it. Today’s advisors are more than booking agents.
They are trip designers, trouble shooters and client confidants. Recognising that, suppliers are starting to rethink how they show appreciation. The result is a wave of new reward programs built not just around money but around recognition, loyalty and lifestyle.
Expedia’s Travel Agent Affiliate Program (TAAP) is the latest to lean in. Its recently expanded TAAP Rewards scheme now covers Australia, the UK, Europe, New Zealand and Brazil after proving a hit in North America.
Rather than simply boosting commissions, the program lets advisors earn points on eligible bookings and redeem them for gift cards from major retailers. It is a small but symbolic shift, from cash to choice, from transaction to relationship.
Expedia says it is about giving back to the agents who invest time and care in their clients. With almost two thirds of North American TAAP users already enrolled, the approach seems to resonate. It also reflects how suppliers are trying to rebuild a sense of partnership with the trade after years of digital disruption.
Booking.com, by contrast, still focuses mainly on tiered commissions through its Affiliate Partner Program, solid but far more traditional. Airlines tend to rely on performance bonuses or short term contests. Emirates recently offered UK agents the chance to win holidays for hitting sales targets. These are fun and motivational but fleeting. Expedia’s model aims for something more enduring.
Other suppliers are taking similar steps. Accor recently launched HERA, a dedicated rewards program for travel advisors that replaces its long-running Famous Agents scheme. Advisors can earn points for bookings across Accor’s portfolio of hotels and redeem them for travel or lifestyle rewards. The move reflects the hospitality group’s effort to build a deeper sense of belonging and recognition among the trade, rather than simply rewarding volume.
Room Res, the B2B accommodation platform, has also embraced the idea of ongoing recognition. Through Room Res Rewards, agents can earn points on every confirmed booking and redeem them later for added benefits. It is a straightforward approach but one that acknowledges that appreciation and loyalty matter as much as financial return.
“With Room-Res Rewards, every booking an agent makes, earns them points that they can spend on Room-Res on any booking they want.”
James Mooring, Co-CEO of Room-Res told Traveltalk.
“Our sort order is designed to help agents find great value agent-only hotel rates that represent an amazing deal for their customer whilst also optimising agency margin for every booking they make on Room-Res.
Our rewards program compliments that value and is our way to say thanks to agents for their loyalty and enable them to treat themselves to the amazing Room-Res hotel rates. It seems fair given that agents are constantly providing amazing experiences for their customers!”
As advisors juggle complex itineraries, insurance requirements and last minute changes, suppliers know loyalty cannot be taken for granted. Recognition, whether through points, perks or practical tools, has become the new battleground.
Of course, not every agent will be swayed by gift cards or reward points. Many still prefer hard cash or flexible commission structures. But the trend is clear: rewards are getting more personal and more holistic. The future could see hybrid systems blending earnings, training and lifestyle benefits, giving advisors reasons beyond the bottom line to stay engaged.
For suppliers, it is about standing out in a crowded field. For advisors, it is a reminder that their value is finally being recognised in more ways than one.
