If charging a fee feels uncomfortable, this episode is your wake-up call.

In today’s Sacred Cow Tuesday, Courtnie Nichols breaks down one of the biggest misconceptions in the travel industry: thinking pricing is the problem—when it’s actually positioning.

Because when you believe you “just book trips,” of course it’s going to feel hard to charge.

But when you understand the true value of what you provide? Clarity, confidence, time savings, and peace of mind… pricing stops being something you defend and starts becoming something that’s expected.

This episode challenges travel advisors to rethink how they see their role, their value, and the way they show up in their business.