Jaclyn Leibl-Cote, President and CEO of Collette, stands at the forefront of a remarkable legacy as the third-generation leader of the esteemed 106-year-old family-owned tour operator. From a young age, Jaclyn was immersed in the company’s values, witnessing firsthand how travelers and employees alike were treated like family. Through her experiences with her grandfather, grandmother, father, and great aunts and uncles, she developed a deep appreciation for a strong work ethic, the significance of family, and the importance of giving back to the community.

Under her leadership, Jaclyn is determined to uphold and expand Collette’s storied tradition of family, travel, and philanthropy. As the fourth CEO in Collette’s century-long history and the first woman to hold the position, she is embarking on an exciting new era for the company. Jaclyn’s journey in the travel industry spans over two decades, during which she has gained extensive experience in various facets of the business, including product, sales, and marketing. This diverse background, combined with the invaluable mentorship of her father, has prepared her to lead Collette with both pride and excitement.

Jaclyn’s vision for Collette’s future is rooted in a delicate balance of evolution and tradition. As she guides the company into its next chapter, she remains committed to the core values that have defined Collette for over a century. Her leadership promises a blend of innovation and steadfast dedication to the principles that have made Collette a beloved name in the travel industry. With Jaclyn Leibl-Cote at the helm, Collette is poised to continue its legacy of creating unforgettable travel experiences while fostering a sense of family and community.

Leadership at Collette

As a leader, Jaclyn embodies directness, proactivity, and empowerment. She drives her team to challenge conventions, embrace risks, and collaboratively innovate solutions. By equipping her team with growth tools and opportunities for cross-organizational collaboration, Jaclyn fosters an environment where stepping out of one’s comfort zone is met with robust support and constructive feedback.

Jaclyn’s vision is firmly rooted in a data-driven strategy with a laser focus on enhancing customer experience. Prioritizing both traveler and advisor experiences ensures that her team stays relevant, fostering a culture of collaboration and continuous innovation.

Driving Collette’s Success

Coming from a data-driven background, Jaclyn trusts her leadership team, so she avoids micromanaging while staying thoroughly informed about the business. She is briefed regularly, ensuring she knows what is happening across the organization at all times. On any given day, Jaclyn meets with leaders across the company, keeping abreast of geopolitical events that could impact their tours and quickly addressing any operational issues that arise.

Strategically, Jaclyn collaborates with global teams to ensure a sharp focus on corporate goals and priorities. She liaises with leaders from various industries, including travel, to share best practices and drive business evolution. Additionally, Jaclyn is actively involved in a local CEO Forum, connecting with other CEOs in Rhode Island and Massachusetts. This engagement allows her to continuously learn from peers outside the industry, challenging herself in her role and adapting as necessary.

Vision for Technology in Travel

With the growth of AI and digitization, the landscape of the travel industry is constantly evolving. While many view these technologies as a threat, Jaclyn plans to embrace them to streamline operations, enhance business practices, and create efficiencies across the board, ensuring her company remains a leader in the field.

Jaclyn is confident that technology cannot replace the unique experience they offer travelers. Their product is deeply centered on the traveler. Thanks to their destination experts, who live all over the world and curate the tours, travelers can immerse themselves in a destination, meet locals, and enjoy experiences they wouldn’t have access to otherwise.

Reinventing Guided Travel

At Collette, Jaclyn Leibl-Cote shares that the team has developed a product design philosophy aimed at breaking the stereotypes often associated with guided tours. The notion of always being confined to a motorcoach drives them to create tours where no two days are the same. Travelers explore cities through food tours or walking tours, dine in locals’ homes, and might even sleep in a chateau or villa.

This deep dive into destinations results from an innovative overhaul of their product design years ago. Their designers and Tour Managers, who live in these destinations, bring their expertise to craft experiences beyond the guidebook. Unlike many companies that rely on third parties to develop their itineraries, Collette designs their tours in-house, allowing for the immediate implementation of traveler feedback.

Strategic Focus on Guided Touring

According to Jaclyn, travel is changing rapidly, and Collette stays at the forefront by leveraging new technologies expected by partners and travelers in this digital era. They listen to their travelers and tour managers to understand the evolving nature of guided touring, using this feedback to shape their approach.

Collette’s strategy is firmly rooted in data and research, allowing them to focus solely on guided travel. Without the need to balance running hotels, bus companies, or river cruise ships, they concentrate on being the best in their space as a premium brand and industry leader. This singular focus enables Collette to continuously innovate and maintain their leadership position in the travel industry.

Commitment to Talent Development and Growth

Jaclyn works closely with the People and Culture team to implement talent development programs that help employees at every level build their career paths. These programs offer both online and in-person courses, empowering the team to take charge of their own development. Additionally, senior leaders benefit from coaching that includes a 360-degree peer review process. Jaclyn piloted a rotational program for emerging leaders, providing them with exposure to key areas of the business.

Overall, Collette fosters a feedback culture, constantly evolving to find new ways to support the goals of their team. This commitment to development ensures that employees are well-equipped to contribute to the company’s success and grow within the organization.

Crafting Global Connections Through Travel Excellence

Jaclyn shares that Collette currently operates in three countries: the United States, Australia, and Canada. The company is always looking to expand into new markets at the right time, working closely with consortium partners across all regions. Travel advisors play a crucial role in the industry and are integral to Collette’s success.

To maintain consistency across all markets, Collette prioritizes listening to customer feedback through post-tour surveys. Addressing challenges promptly and effectively is essential, so they ensure continuous training for their tour delivery managers. The goal is to create well-blended groups for each departure, fostering a positive travel experience. Feedback shows that travelers appreciate the opportunity to meet like-minded people from different countries on their tours. This positive interaction is a testament to the diverse and enriching experiences Collette strives to provide.

Charting the Future of Travel

Jaclyn envisions Collette as the preeminent thought leader in travel—a brand synonymous with innovation, sustainability, and inclusivity. Her aspiration is to leave a legacy that embraces and builds upon Collette’s rich heritage while adapting to the dynamic demands of the modern traveler.

Recognizing that each generation brings forth new expectations and preferences in travel, Jaclyn is committed to steering Collette’s evolution as it has done since its founding in 1918. She aims for Collette to remain a trusted company, consistently meeting the evolving needs of travelers and setting industry standards for excellence.

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