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'This latest crisis has made me stop and reflect on how we operate – and it's why now, more than ever, I refuse to charge admin fees'

Opinion
Ian Gilder
18 March 2026

Adore Cruises chief Ian Gilder believes his stance, which he has maintained at the height of the latest crisis to befall travel, creates goodwill that 'money simply cannot buy'.

Adore Cruises chief Ian Gilder
(Credit: Ian Gilder)

Gilder believes that by not charging fees at times of crisis, he is building credit with often embattled clients (Credit: Ian Gilder)

Things have been particularly tough over the past few weeks. It’s been a challenging period with many hours and a lot of money lost, all with fewer new bookings coming through.

Like many others in this industry, it has made me stop and reflect on how we operate, especially when it comes to charging administrative fees for changes, cancellations and amendments.

I imagine there are lots of companies and agents sitting at their desks right now dealing with requests, making changes and putting in the hours, all while technically working for free – or even losing money in the process.