Why is accepting commission such an issue for some in the world of wedding planning? Does it matter to clients, and should it be at the forefront of your mind when choosing a pricing structure for your business? And if you are a supplier how does commission align with your profit margins?
Commission, often referred to as kickbacks, is one of the most debated and least understood practices in the wedding industry. Some planners see it as a standard business model, while others believe it compromises trust. As a business trying to thrive not just survive, it’s important to understand what commission means, how it could affect your business practically and emotionally, and the right questions to ask before deciding whether commission is the right fit for you.
In my 20+ years in the wedding industry, I’ve always believed that every supplier and planner has a duty to act with integrity and keep the couple’s best interests at heart. It sounds obvious, but when money is involved, the lines can sometimes blur.
The topic of commission is one I’m passionate about and have had oh so many debates over the years. Today I am exploring the pros and cons and discussing what the impact truly is for you so you can make a more informed choice. I am also speaking to some planners and suppliers for their view. But join in the conversation and let me know your thoughts.
What Does Commission Mean in Wedding Planning?
In the wedding industry, commission is when a planner receives a percentage from a supplier or venue in exchange for recommending them. This is typically 10% but can vary depending on the service.
It’s not unique to weddings — in industries like tourism and corporate events, commission is the norm. For example, a travel agent earns money through commission from hotels and airlines instead of charging clients directly.
But in the wedding sector a planner receives a fee for their service so if accepting commission as well, it is additional, and I think this is why opinions vary dramatically. Does the extra in commission = a realistic fee for the service being provided OR is this just being “greedy”?
Why Commission Can Be Problematic
Because weddings are funded by personal savings or family contributions, not corporate budgets, businesses must handle pricing with care. Any perception of hidden fees can damage trust and brand reputation not just for the business but the industry as a whole.
If a planner or venue charges commission, couples may wonder:
- Are recommendations based on quality or profit?
- Is the venue or supplier truly the best fit, or just the one paying the planner?
- Am I unknowingly paying more because a supplier has inflated their prices to cover the commission?
I spoke to international Wedding Planner Elisabetta White on her views relating to destination weddings. She explained, “When it comes to local destination wedding planners, particularly in Southern Europe, business models have developed differently. Many charge lower upfront fees than UK or US planners, so it has become common practice for many to make up the shortfall by marking up supplier proposals taking undisclosed commissions. While suppliers are not always thrilled about this, it has, over time, become the norm.
Personally I’d rather charge a fair, professional fee for my services than adding hidden mark-ups. On the other hand, if a supplier has a standard commission built into their pricing, I may accept the thank you, only if the couple pays the same price or less than what they would have paid going directly. The reality is that this practice being the norm does affect international planners on a daily basis. I have personally lost work in Italy because of the surge in planners who operate primarily on commissions, undercutting those of us who charge 12 to 15% of the client’s budget as a standard.
For this reason, any international planner considering branching into these destinations has to carefully evaluate whether accepting commissions is inevitable (in most cases the answer will be yes) and, more importantly, how to present this to clients and suppliers in a way that maintains both professionalism and transparency.
The Arguments For Commission
It’s important to recognise that not all commission is negative. Many venues and suppliers see this as a marketing cost and they happily pay the commission in exchange for a confirmed booking. Much better ROI than taking out an ad – after it it’s guaranteed! Or what about the times you pay to exhibit at a fair yet walk away with zero bookings? In the case of commission, no monies are paid until contracts are signed. Planners feel they are able to keep fees lower and more desirable but won’t lose out financially due to the extra in commission.
Some of the arguments in favour include:
- Business model justification – Just like travel agents, some planners see commission as a way to earn fairly without charging clients higher fees upfront.
- It builds strong industry relationships – Commission can strengthen partnerships between planners and suppliers, sometimes resulting in perks or extras that benefit the client.
- It’s accepted in other industries – In certain countries, it’s considered a standard and accepted practice, and many clients expect it.
The key issue is not whether commission exists — but whether it is transparent enough with couples. So if as a business you decide to charge or pay commission how will you communicate with your couples?
Because transparency is often the key to trust being lost.
Why Some Wedding Planners Don’t Accept Commission
On the other hand, many planners argue against commission because it can cause reputational damage if trust is lost with your clients. But it can also strain relationships with suppliers who might feel resentful about paying a planner commission; this could result in them not wanting to work with the planner again in the future. In fact, being able to highlight your values to a potential client by saying ‘we do not accept nor pay commission’ helps build trust and credibility.
- Creates a conflict of interest – Couples may lose trust if they feel recommendations are profit-driven. Can they trust the recommendations being made; is it based on the supplier skill or potential commission earned?
- Hidden costs – Suppliers may raise prices to cover the percentage they must hand back if they are not able or prepared to “take a hit”
- It reduces authenticity – The value of hiring a planner is their knowledge, impartial advice, and ability to negotiate the best deal, not to earn secret kickbacks.
Commission vs. Pricing: Are Planners Charging Their Worth?
Undercutting is a big problem in the wedding industry and so is lack of knowledge. Sometimes new planners enter the industry seriously charging below market rate for their services and quickly discover they cannot make a decent living from what they are charging. So charging commission brings their income up a bit. So should they instead charge a more acceptable rate for their service? But then what about the wedding planners who are charging £15k + to plan a wedding and commission on top – is that justified or greed?
I remember being interviewed by a radio station in 2019, and the presenter being very aggressive. He told me the wedding industry is a rip off, and sneeringly asked me which car I drove, thinking I was part of the problem and ripping couples off. I think he was disappointed when I informed him I drove a Fiat 500. Ever since I first entered the industry in 2002 I have been accused of ripping couples off, taking commission, double earning – and defending myself became, quite frankly, exhausting. It’s why over the years I’ve trained in excess of a thousand planners as I educated them on how to charge and work out profit margins (regardless of whether they were accepting commission or not).
Commission and Venues
It’s not just planners. Many venues also operate “recommended supplier lists.” On the surface, these lists are designed to make couples’ lives easier by showcasing trusted suppliers. But in reality, suppliers often have to pay a fee or a percentage of the booking to appear on the list.
This raises similar concerns:
- Are suppliers listed because they’re truly the best, or because they’ve paid for placement?
- Does this mean couples are indirectly paying higher prices?
Some venues openly deny paying or accepting commission, but in practice, suppliers may still be charged behind the scenes. This lack of consistency only adds to the confusion for couples.
I asked Camilla Collins from CJC Makeup her views on commission and she said: “To be honest, I welcome commission now with the online space getting noisier and advertising costs increasing. For example we pay 10% commission to a luxury-wedding venue who actively bring in quality referrals and do all the heavy lifting, the result is a quick booking process with ideal clients and makes the whole experience smoother and enjoyable for all! We also have a commission structure within the CJC hair and makeup team if any of them are unable to take on a booking then they handover to us and we pay 10-15% if the booking goes through.”
How Does Commission Work?
Lets say ABC Wedding Planners recommend A Photographer to a client and the quote is £4,000. A typical commission is often 10% so ABC Wedding Planners would earn £400 in commission from this photographer.
The photographer has a choice, do they consider the £400 a marketing spend and well worth the ROI for future referrals the planner will bring? Lets say the profit margin for the photographer is £3,000 meaning once the commission has been paid the profit decreases to £2,600.
Or do they not want to lose any profit so they invoice the client £4,400 instead to cover the “commission cost”? In technical terms this is a mark up to cover the commission being paid to the planner.
What Should Businesses Do Next?
Whether you are a planner, supplier, or venue, your approach to commission should be strategic and transparent. Ask yourself:
- Does my pricing model reflect my true worth without relying on hidden fees?
- Is commission boosting short-term income but risking long-term reputation?
- Am I using my commission policy as a clear part of my brand positioning?
- If not accepting nor charging commission use this as a USP and shout about it online
- If you do charge commission, explain why. Be transparent and factual and ensure it doesn’t unexpectedly affect either a couples’ wedding or their budget because I promise you they’re reading horror stories
So, Does Commission Matter?
The short answer: it depends on transparency. If a supplier is adding the 10% onto the client invoice then technically it is the client paying the commission in a roundabout way. This means they are charging the client a fee PLUS they are paying more for services than they should be.
In my previous role as owner of the UKAWP couples would sometimes call me with their concerns. Couples have felt duped and let down when they discover suppliers are adding commission payments onto their invoices – without prior knowledge. Sometimes this will be clearly stated but often it is hidden leaving the couple blissfully unaware. The worst case was a groom who cancelled his wedding after discovering a 50% increase on supplier quotes compared to contacting suppliers directly.
- If a planner or venue is upfront about receiving commission, and the couple is comfortable with it, then it can be an ethical business model.
- If it’s hidden, it risks damaging trust and inflating costs unnecessarily.
Ultimately, weddings are about trust. Couples place their day and money in the hands of their planner. Openness about fees and commission is key to protecting that trust.
Key Takeaway
Commission isn’t inherently bad — but lack of transparency is. Whether a planner charges a flat fee, accepts commission, or uses a hybrid model, what matters most is that couples know exactly how they’re being paid, so they can make informed decisions with confidence.
If a wedding planner is taking commission from suppliers for referring business, in addition to a fee, without their clients’ knowledge, then in my mind that planner cannot be trusted to work ethically and honestly.
If however, a wedding planner takes commission from suppliers and the client knows this from the outset and understands the implications, then this is honest and ethical. It’s all about transparency.
Author: Bernadette Chapman
Wedding Business Growth Consultant
With 20+ years in the wedding industry, Bernadette has built and led multiple businesses, trained over 1,000 planners, and mentored countless professionals. Today, she helps wedding pros scale sustainably—without burnout. You can connect with her on https://bernadettechapman.co.uk/ or follow on social media @BernadetteChapman
