Can I set my own markup on the rates my website shows so I decide how much I make on each booking?

Yes, you can set your own markup, and in a white label portal this is normally one of the first things you configure before you go live. The supplier sends a net rate into your portal, you decide what you add on top, and your customer only ever sees the final selling price. Your margin is not shown to them anywhere on the search results, the booking page or the confirmation.

In most setups you can choose between adding a fixed amount or a percentage, and you can usually apply different rules to different parts of your business. Common ways agencies split it are by product, so hotels carry a different margin to flights, by supplier, by destination or market, and by the type of customer buying. If you have sub agents selling through you, you can often give them a different markup to the one your walk in customers see, so your own retail price and your trade price are not the same. How many of these levels you get depends on your plan and on how the portal has been set up for you, so it is worth confirming the exact combinations you need rather than assuming.

There are a couple of honest limits. Some suppliers and some airline content come with conditions about how the fare is displayed or how commission is handled, so your freedom is not identical across every source you connect. Changes you make also apply to new searches, not to bookings already confirmed, so an old booking keeps the price it was sold at.

Before you launch, write down the margin you want for each product and customer type, then run a few test searches and compare the selling price against the net rate to be sure the rules are behaving the way you expect.