Barbara (Babs) Baron has taken out the top cruise sales executive title for the second year running at the annual NTIA awards. Here, she talks to us about what the win means to her and how you can follow in her footsteps.
Back-to-back Babs is what they’re calling her in the APT offices, after the effervescent APT Business Development Manager for NSW and ACT took out Most Outstanding Sales Executive Cruise at this year’s National Travel Industry Awards (NTIA 2025) for the second year in a row.
“I just love what I do. Travel is in my DNA, it’s my passion, and I’m so proud to work in such a fun and dynamic industry,” says Baron.
She says this win is truly rewarding and validation for all of her hard work.
“It’s nice to be recognised in a category like cruise, where there is so much product.
“I do a lot of early morning and late night work; this is not a nine-to-five job, and it’s nice for the industry to acknowledge that you worked very hard, but I am just one cog in the wheel of the hard-working APT sales team.”
A 35-year career
Baron’s love of travel has been there as long as she can remember.
“I went from high school to a trainee in a travel agency, Jetaround Holidays in Sydney, and from there went overseas and worked for Trafalgar and came back and then got into sales and worked for JetSet, Air New Zealand and Emirates.
“When my kids were little, I went back to consultancy and then started at APT six years ago, and I love it. APT has such a diverse product; there’s always something new to talk about, and that’s what makes it such a rewarding job.
“When I walk in the door of a travel agency, I want to be relevant and tell them something they don’t know, and if they learn something, then that’s a big tick for me. I just want them to do well, and if selling my product is making them money, then that’s what it’s all about.”
The evolving luxury traveller
“I think the evolution of the luxury traveller is all about small ship cruising.
“There’s a market for families on ships with waterslides, but for our luxury traveller, who is over 50, I can see more and more leaning towards small ship cruising.
“The Australian traveller wants more in their cruising experience, and they get it on a small ship with unique experiences and new itineraries, and it’s all inclusive.
“As an example, I’ve just returned from a small cruise famil around the Greek Islands with some of our VIP agents, and they all agreed that the experience on a small ship is something they are enthusiastic to sell.”
Secrets to success
Baron says the advice she’d give anyone who wants to be where she is one day is to be passionate.
“You have to be enthusiastic because that will rub off on others. Always be positive and just get on with it!”
But she says most of all, you have to love what you do.
“If you are passionate and happy and love what you do – and you breathe it – you will succeed.”
Reach out to Babs Baron at Barbara.Baron@aptouring.com.au.
