Strategies and Insights from Collette’s dynamic President and CEO, Jaclyn Leibl-Cote, for Success in a Changing Industry

By Jaclyn Leibl-Cote, Collette President & CEO

Jaclyn Leibl-Cote, President and CEO Collette is committed to leading the evolution of guided travel. The landscape has changed dramatically – as has the modern traveler. At Collette, we understand that travelers are seeking culturally immersive experiences, so we take a customer-centric approach to guided touring. Our tours are designed by regionally based destination experts, so our tours take travelers off the well-worn path. We love breaking stereotypes about guided travel by crafting experience-fueled tours full of hidden wows and moments you just can’t find on your own.

Emerging Destination Trends and Marketing Strategies

One significant trend is the increasing demand for sustainable travel. Today’s travelers are more conscious of their environmental impact, which is why 100% of our small group Explorations tours are carbon neutral, for example – and responsible travel highlights supporting local communities are part of every tour.

Another trend is small group travel, which has been especially popular since the pandemic. We launched our small group Explorations travel style in 2008, so we’ve been ahead of the curve. And they’re truly designed small; these tours have accommodations like a Finnish igloo or an Italian villa. They feature transportation via tuk tuk or zodiacs. These are not our Classic tours scaled down. We kept our pulse on the needs of the modern traveler and saw that this travel style was going to surge. We invested heavily in its growth and now it’s about one third of our full product portfolio.

In terms of marketing strategies, we are looking to our customers! From surveys to focus groups and everything in between, we’ve shifted our marketing efforts to truly keep travelers at the forefront. With a customer-driven approach, our marketing takes on a more story-driven style. When we share stories through the eyes of our travelers, we inspire others to travel with Collette. Our campaigns focus on highlighting the stories behind the destination and the people at the heart of the Collette difference.

Key Lessons in Leadership from Collette

Throughout my leadership journey, I have learned that fostering a strong company culture is paramount. At Collette, we pride ourselves on being a family-owned business, and this atmosphere is crucial as we grow. When team members feel valued and connected, they are motivated to deliver exceptional experiences. I encourage open communication and believe that diverse perspectives lead to innovative solutions.

Another key lesson is the importance of resilience and adaptability. The travel industry can be unpredictable, so the ability to pivot in response to challenges is essential. Embracing change and viewing challenges as opportunities for growth has been a guiding principle for me. This mindset not only helps us navigate obstacles but also inspires our team to remain proactive and forward-thinking.

It’s an exciting time in the travel industry and the landscape continues to evolve. We share an essential value with our customers. We, too, are passionate about exploring. We do things differently; our travelers deserve an experience that is curated by travelers, for travelers.

Jaclyn Leibl-Cote, Collette President & CEO, Bio

Jaclyn Leibl-Cote is the CEO and President of Collette, the company’s first female CEO in its 106-year history. She leads the Executive and Strategic Leadership Teams, focusing on creating extraordinary travel experiences. Jaclyn, a Collette veteran of 18 years, has held various leadership roles and steered the company through the global pandemic. She holds a BA in Communications from the University of Rhode Island and an MBA from Babson College. An advocate for women’s health, she chairs the American Heart Association’s Go Red for Women Executive Leadership Committee. Jaclyn’s favorite place is New Zealand, and she loves being a mother to her three children.