Several high-profile influencers, including former reality TV stars, have been promoting opportunities to become independent travel agents. These influencers encourage followers to join programs operated by PlanNet Marketing, which partners with the US-based travel business InteleTravel. Participants are often promised the ability to earn income while traveling, frequently using social media to recruit others into the system.

Critics and former participants have raised concerns about the financial viability of these roles. Reports suggest that many recruits struggle to generate significant income, with some claiming that the primary focus of the business model is on recruiting new members rather than selling travel services. The Guardian reports that participants are often required to pay upfront fees to join, which some former agents argue are difficult to recoup given the competitive nature of the travel industry and the lack of substantial commissions for entry-level agents.

While influencers frame these opportunities as a path to financial independence and career flexibility, detractors argue that the marketing tactics used are misleading. The controversy highlights a growing tension between influencer-led business promotions and the reality of multi-level marketing structures, where the financial burden often falls on the newest recruits.