Can I use my own web address for my white label portal instead of one that has someone else's name in it?

Yes, your portal can run on a web address that belongs to you rather than one carrying another company name. Most travel businesses point either their main domain or a subdomain of it, something like the word book followed by your own company name, at the portal, so the customer never leaves your brand from the moment they start searching to the moment they pay.

Setting this up is mostly a small change made where you bought your domain. You add a record there that sends visitors to the portal, and a secure certificate is issued so the address shows as safe in the browser. The change is not instant, because the wider internet needs time to pick up the new setting, so it is normal for the address to work for some people a little before it works for everyone. Once it settles, the portal simply answers on your address and nothing about your daily booking work changes.

There are a few honest limits. How many addresses you can attach can depend on your plan, so if you want a separate address for each brand you run, confirm that is included before you go and buy the extra domains. Sending booking emails from your own domain is a separate job, because email needs records of its own or confirmations can land in the spam folder. And if your main domain already runs a website you do not want to disturb, a subdomain is the safer choice.

Check who in your business actually controls the domain settings, and whether your plan covers the number of addresses you have in mind, before you promise a launch date to your customers.