Let’s clear the air on a job title that’s been abused more than a hotel buffet at breakfast. “Consultant.” It looks serious on a business card, doesn’t it? Implies wisdom, experience, and, crucially, independence. But in our industry, the term has become a convenient trojan horse for what is often just a slightly more sophisticated form of peddling.
Here’s the cold, hard truth: Are you a consultant? Or are you a salesperson in disguise? Because the distinction isn’t just semantic; it’s ethical.
If you offer advice, strategy, or guidance, but your revenue model relies on selling other people’s products, taking a “referral fee,” or skimming a commission off the top of a contract, you are not a consultant. You are a salesperson. You are a broker. You are an agent. And that is perfectly fine—commerce makes the world go round. But calling yourself a “Consultant” while taking a cut from the vendor you just “recommended” is a distinct level of deceit.
True consultancy is about independence. It’s about fiduciary duty. It means your advice is bought and paid for by the client, and only the client. It means you sit on their side of the table, advocating for their best interests, unbiased by which logo ends up on the invoice.
The moment a kickback enters the equation, objectivity exits the room. How can you honestly assess the market or recommend the best-fit solution when your mortgage payment depends on the client choosing Brand X over Brand Y? You can’t. It’s a conflict of interest so glaring it requires sunglasses, yet it’s pervasive in hospitality technology.
We see it constantly. “Advisors” who miraculously recommend the same tech stack to every hotel, regardless of size or need. Why? Because that stack pays the bills. It’s misrepresentation, plain and simple. It erodes trust in genuine experts who actually do the hard yards of impartial analysis.
If you’re selling, say you’re selling. Wear the badge. Hustle the product. But don’t hide behind the veil of independent advisory. That’s not just bad business; it’s bullshit behavior. Transparency isn’t an option; it’s the price of entry for credibility.
Life is so tech. But integrity? That’s strictly non-negotiable.
Mark Fancourt
