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 the founder of Sonia Jones Travel to talk about the path from Flight Centre consultant to independent agency owner — and what it really takes to build a travel business that stands out.
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.
Sonia also shares the story of how her agency evolved — from a simple travel blog created for clients, to a fully staffed retail business with a strong brand and reputation.
Along the way, the discussion covers innovation, transparent service fees, supplier relationships, accreditation, and the realities of running a modern travel agency — including the occasional frustrations that come with it.
For advisors looking to grow their business, Sonia’s message is simple: stay curious, stay open, and don’t wait for everyone else before trying something new.
“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.” — Sonia Jones
A thoughtful and practical conversation about credibility, innovation and building a travel business with purpose.
