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.

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It’s frustrating, and it certainly makes you question whether it’s time to start enforcing the admin fees many of us have written into our terms and conditions.

But after nearly 30 years in this industry, I still won’t do it. Yes, our terms and conditions clearly state we can charge these fees, and yes, many businesses quite rightly do.

But personally, I’ve never actually enforced them. Am I mad? Quite possibly. But it’s a conscious choice, and one I’ve stuck by throughout my career.

'Clients remember these moments'

The reality is that our industry is built on relationships, trust and reputation.

Of course, there are moments when it feels like you’re giving away your time and expertise for nothing. But I’ve always believed that sometimes you have to lose the battle to win the war.

When a client needs to make a change or cancel something, they’re often already dealing with their own stress or disappointment.

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By helping them through the process without adding an extra charge, and by clearly communicating you’re doing it free of charge, you create goodwill that money simply can’t buy.

Clients remember those moments. They remember the people who helped them when things didn’t go to plan.

In many cases, that goodwill comes back around. Clients return, they recommend you to others, and they trust you more because they know you’re not looking to charge them at every opportunity.

Playing the long game

That’s not to say there isn’t a cost to it, there absolutely is. Time is valuable, and those hours do add up. But for me, the long-term value of strong relationships and loyal clients outweighs the short-term gain of an admin fee.

After almost three decades in the business, that philosophy hasn’t changed.

Sometimes the best investment you can make is in the relationship.

Ian Gilder is managing director of Adore Cruises - a finalist in the TTG Top 50 Travel Agencies 2026 for the East of England category.