Winning Most Outstanding Travel Agency Manager at the 2025 National Travel Industry Awards is a big moment in anyone’s career.

For Sonia Jones it was also a chance to reflect on the journey that got her there.

In this episode of Offloaded, Richard Taylor and Ann-Catherine Jones sit down with Sonia to talk about the path from Flight Centre consultant to independent agency owner to winner of the most illustrious honour that our industry has to offer.

The conversation explores the role industry awards can play in building credibility, why entering them can be a powerful business strategy, and how the application process itself can become a valuable “health check” for your business.

Along the way, the discussion covers innovation, supplier relationships, accreditation, service fees and why you should never name your business after yourself.

“If I see something that adds value for my clients or my business, I’d rather jump on it early than wait for everyone else to decide it’s a good idea.”

This is one of our best interviews, packed with tips for advisors and suppliers alike. And for subscribers of Offloaded, we'll be quietly releasing a bonus episode covering Sonia's thought on time management and attending industry events. Look out for that on your podcast app or via the website.

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