Travel + Leisure magazine’s decision to charge its top-ranked A-List travel agents a $4,000 annual fee is being criticized by a number of travel counselors both on and off the list.

Stacy Small, founder and CEO of Elite Travel International, aired her objections on Facebook.

“It has always been a privilege to be chosen and recognized by the T+L editors as an A-List advisor,” she told TravelPulse. “Now, they’re inviting all agents who want to pay for this ‘honor’ to apply. As someone who worked for a number of luxury travel magazines, it’s clear to see when the line between editorial and advertorial is being crossed."

"That’s fine if they are looking to generate revenue from ‘new’ sources rather than keep the A-List as pure editorial, but by branding it as a ‘membership’ and requiring agents to pay for their listing, it’s deceptive to readers who won’t know it’s paid advertorial. I’ve never paid for press or for print advertising and don’t see the need to give a magazine $4,000 to include me on a list of only those who also wrote a check for the inclusion.”

Small said she does believe consumers will find this practice deceptive. “I’ve already had a number of clients/friends comment on my Facebook page about how deceptive they feel this is,” she said. “Consumers don’t like to be deceived.

Another travel agency, The Roaming Boomers of Scottsdale, Ariz., was planning to apply to T+L’s A-List this year due to its skyrocketing growth since forming in 2014.

“While it is certainly a testimonial to your hard work, along with your client’s recognition of your hard work, paying for such an honor leaves a bad taste in my mouth,” said David Porter, co-owner of the agency with his wife, Carol. “And while my clients would likely never know that we paid $4K to be on the list, I guess that just isn’t how we roll. Integrity, trust, and hard work are what clients are looking for, and paying for recognition would rub against the grain of my client’s trust. Therefore, we’re taking a pass at applying for the list.”

Sally Watkins, of Century Travel and Cruises in Austin, Texas, was on the T+L A-List from 2004 to 2014, when selection was based solely on qualifications and merit. “It is extremely disappointing to see it change to a pay-to-play scheme. For what reason can this be happening except to garner more money for the magazine? How does this benefit consumers? I’ve heard from several other agents who were on the list in years prior and they, too, are aghast at the program only citing an agent after payment of $4,000. It is insulting to agents and the public should be alert and wary!”

Still, not every top agent agrees. Ruth Turpin, owner of Cruises Etc. in Fort Worth, Texas, has been on the A-List for over 15 years, and thinks the move is a good one.

“I think it is the right move on their part, because being on the list for over 15 years has shown me the great value of it,” she said. “I think this will make agents take a long look and seriously commit if they decide to apply. They are adding several things that will direct even more clients our way. Their application is long and really serves a great purpose in letting them see how great agents work and why they are leaders in their specialization.”

T+L editor Nathan Lump explained the reasons for the change in an email to TravelPulse. “We have decided to introduce this model for several reasons. Having conceived the A-List and edited the first versions of it in the 2000s, then having come to oversee the program as editor-in-chief of T+L, I am intimately familiar with the thorough and time-consuming nature of putting it together each year. It is my belief that this latest evolution of the A-List will put T+L in closer partnership with the advisor community to help them grow their business and to better serve our readers. The fees will also guarantee that we can keep the vetting process rigorous and the list robust this year and beyond.

Understandably, we have received both positive and negative feedback on this change. The advisors on the T+L A-List represent the best in the business, whether the model involves a membership fee or not,” Lump said. “We will not lower our standards, and because advisors will not be able to ‘buy’ their place on the list but will join by invitation after a careful vetting, we also anticipate the list may be smaller than in years past. Fundamentally, the reason we publish the A-List is not just to provide a badge of honor for the world’s greatest travel advisors – it is to connect our audience to advisors who can create the best experiences for them. I believe these changes are fully in keeping with that mission.”

In the email announcing the new “paid membership model,” A-List Coordinator John Scarpinato said agents also will receive a dedicated profile page on TravelandLeisure.com included in a user-friendly, searchable database; guaranteed inclusion in additional print and digital editorial features over the course of the membership year; promotion in T+L’s e-newsletters and social media channels; the opportunity to publish original content on TravelandLeisure.com; and full use of the A-List logo without any additional licensing fees.”

Other agents who didn’t want to burn bridges with T+L don’t like the idea of paying to be on the list but wished to remain anonymous.

“What Travel + Leisure is doing is ethically concerning to me – it’s venturing into pay to play,” said a travel advisor who has been included on the list for approximately eight years and asked to remain anonymous. “It also puts consumers in a difficult position. If customers are not advised in advance that an agent or company paid to be the on the list, there are no assurances they’re talking to the best specialist.”

Claudette Covey and Ana Figueroa contributed to this report.