Inside the TMC-buyer relationship: Trust, transparency and control

Trust between buyers and their TMCs is increasingly being tested by questions of content visibility and commercial incentives. Much of this tension stems from a commercial model in which TMCs are paid by both buyers and suppliers. This session examines how commercial models shape content decisions, traveller choice and programme performance. It will look at trade-offs made during contracting that can reduce visibility and control. Panelists will explore why 'follow the money' has become a buyer mantra, how buyers can distinguish technical limitations from content manipulation, what options they have to regain visibility and control and what trust-based partnerships might look like in practice.