Will my customers be able to tell that my travel website is a white label one and not built by me?

No, in everyday use your customers will not be able to tell. The site sits on your own domain name, shows your logo, your colours and your own text, and the search, booking and payment steps all carry your brand. Nothing on the pages your customers move through points back to the company that built the platform, so as far as they are concerned they are booking with your agency and dealing only with you.

There are a few places where another name can show up, and it is better to know about them before you launch. At the payment step, the name of your payment provider is usually visible, because that is simply how card processing works, and your customer's bank statement will carry a reference as well. If they book a flight, the airline may also send its own confirmation straight to them, and that will clearly come from the airline. On some hotel vouchers the supplier requires its own name or reference to appear, and whether that can be removed depends on that supplier's rules rather than on anything you can switch off in your portal.

Everything else is yours to control. Confirmation emails can be sent from your own domain, vouchers and invoices can carry your logo and your contact details, and your terms, privacy and cancellation pages are written in your own words. How much of this you can change on your own, and how much needs our help, varies with the plan you are on, so it is worth being clear about that at the start.

The simplest check is to make one test booking yourself from start to finish and read every page and every email your customer would receive, then tell us about anything that does not look like your brand.