Preferred Supplier.....Preferred by Who?
Episode notes
Sacred Cow Tuesday: Who Really Decides What You Sell?
“Preferred supplier” is one of the travel industry’s favorite phrases—but preferred by whom?
In this episode, Courtnie challenges travel advisors to examine whether their product mix is being shaped by their business strategy or by supplier incentives, commission tiers, perks, and industry pressure.
She explores why the supplier offering the highest commission may not be the most profitable partner once you account for operational friction, payment reliability, team labor, client experience, and problem resolution.
The takeaway: Suppliers should have a strategy for earning more of your business—but you need a strategy for deciding who gets it.
It may be time to evaluate your preferred supplier list like a CEO, not just a salesperson.