When Host Agency Reviews (HAR) launched more than a decade ago, it filled a gap that was causing real damage in our industry. Advisors were making major business decisions based on Facebook chatter, recruiter pitches, or whoever had the shiniest commission split—with almost no way to compare hosts on factors that actually determine long-term success. There was no centralized, unbiased source of information. No transparency around fees, support structures, technology, culture, or what happens after year one.

HAR was created to change that. It's not a recruiting arm for any particular host, but an educational resource designed to help advisors ask better questions and evaluate fit based on their actual business goals. The platform surfaces real data, verified reviews, and consistent context so you can compare hosts across the factors that matter, including the factors that many advisors don’t even consider.

I recently invited Shayna Zand, Managing Director of HAR, to join me on The Travel Business Unpacked podcast to talk about the things we wish more advisors understood before choosing a host agency. These truths don't always make it into the decision-making process, and yet could save you years of misalignment and help you build a partnership that supports the business you're trying to create.

#1: Commission split tells you almost nothing about actual value.

Shayna and I constantly see this pattern where advisors compare hosts almost exclusively based on commission percentages. It's the easiest metric to measure, so it becomes the primary one. But commission split is ultimately just one variable in a much larger equation.

A host offering 90% commission with minimal infrastructure might sound appealing until you're six months in and realize you're cobbling together your own technology, paying for your own education, and have no one to call when a complex booking goes sideways. Meanwhile, a host at 80% might be providing sophisticated reporting tools, scalable systems, ongoing mentorship, supplier relationships that would take you years to negotiate independently, and a community of advisors solving the same problems you're facing.

The question isn't just what percentage you're keeping. It's what you're getting in exchange for the percentage you're giving up. And whether what you're getting actually helps you build a sustainable, growing business.

#2: YOU are the builder of your business, not the host.

You are an independent business owner. The host agency is not your employer, and they're not responsible for finding your clients, building your brand, or making strategic decisions for you.

What they do provide is infrastructure—technology, training, supplier access, legal and financial support, community. But when advisors join a host expecting to be handed a business plan or a client list, disappointment is inevitable.

The host's job is to give you the tools and support you need to succeed, and it’s your job to utilize them. When you understand this distinction, you can evaluate whether a host is actually providing the support you need to do your job well, NOT whether they're doing your job for you.

#3: Fit matters more than reputation.

Host agencies are not interchangeable. They vary wildly in size, philosophy, level of support, culture, specialization, and the type of advisor they're built to serve.

Some hosts are highly structured with clear processes and regular check-ins. Some are hands-off and expect you to be self-directed. Some focus exclusively on luxury travel, while others welcome volume and variety. Some have a strong brand voice and tight-knit community, while others are more neutral and allow complete autonomy.

While none of these approaches are inherently better, there are ones that might be completely wrong for you and your business.

Shayna and I have both seen advisors choose a host because it's well-known or because a connection found success there, without asking whether it actually fits their working style, their niche, or their growth goals. A host that's perfect for someone else might suffocate you, or maybe leave you feeling unsupported. The right question isn't "Which host is best?" It's "Which host is best for me and where I'm headed?"

This is exactly why HAR exists. You can compare hosts across consistent criteria such as fees, technology, education, culture, support structures, and also read verified reviews from advisors at different stages of business. It's not about steering you toward any one host, but about giving you the information you need to make a decision that actually fits.

#4: Experienced advisors need hosts too, sometimes even more than beginners do.

There's this pervasive belief that host agencies are training wheels. That once you know what you're doing, you should go independent. And while some advisors do reach a point where independence makes sense, the data Shayna shared tells a different story: the majority of advisors, including many high producers and veterans of the industry, remain with host agencies.

Why? Because the value doesn't disappear as your business matures. In many cases, it becomes more critical.

When you're starting out, you need foundational education and a little hand-holding. When you're scaling, you need sophisticated technology, consolidated reporting across suppliers, higher-level mentorship, and supplier relationships that require significant volume to access independently. You need a community of peers who are solving the challenges you're facing now, not the ones you faced three years ago.

The right host doesn't just support where you are today. It supports where you're going. And for many successful advisors, that ongoing support is worth far more than the incremental commission they'd gain by going independent and rebuilding all that infrastructure themselves.

5. Sometimes advisors do outgrow their host, and that's okay.

No matter how much you love your host, sometimes they aren't built to support you past a certain phase of your business. Maybe you need more advanced technology than they offer, the education has plateaued, your niche has evolved beyond their supplier relationships, or the culture no longer aligns with your values and vision. Those are legitimate reasons to explore a change.

However, one thing Shayna pointed out was that before you decide to leave, it’s worth it to have the conversation. Talk directly with your host about what's not working. Sometimes the gap is awareness, not capability. They may have resources you don't know about, or they may be willing to adapt in ways you haven't explored. And if they truly can't support your next stage, that conversation will make it clear quickly.

Choosing a host agency isn't a one-time decision you make at the beginning of your career and never revisit. It's a strategic partnership that should evolve with your business. The goal is to find a host that aligns with your values, supports your growth, and makes your business not just easier to run, but possible to scale in a way that feels sustainable.

Ask the questions that matter. What does success look like at three years, not just three months? How do you support advisors who are scaling? Can I speak with someone at my stage, not just your star producers? How do you communicate when things change or challenges arise?

And if you're feeling overwhelmed by the options, start with Host Agency Reviews. It's the resource I wish had existed when I was making these decisions early in my career. Because the right partnership won't just help you survive in this industry. It'll help you thrive.

If you love learning more about the travel industry, tune into The Travel Business Unpacked podcast! Each episode dives deep into the real stories, practical strategies, and transformational moments that turn travel dreams into thriving careers. Listen and subscribe on Spotify and Apple Podcasts, and check out Shayna's full episode here.