Jaclyn Leibl-Cote has taken the helm as President and CEO of Collette, a renowned travel company established in 1918. Leibl-Cote’s journey to this leadership role is both compelling and deeply rooted in her family business. Early in her career, she served as a Collette tour guide while pursuing her university education, showcasing her commitment to the travel industry from a young age.
However, to gain broader industry insights, Collette mandated that she work for three years at another firm post-graduation. Leibl-Cote chose an electronics company, where she learned the ins and outs of business operations, but ultimately found her passion in travel irreplaceable. “I learned a lot,” she reflected, “but I couldn’t wait to get out. I think product design travel sounds better than battery backup and data centers.” This sentiment illustrates the allure and intrinsic draw that the travel industry holds, especially when shaped by family heritage.
Founded by Jack Collette, the company was successively led by Dan Sullivan Sr. and later by Leibl-Cote’s father, Dan Sullivan Jr. Following his departure from the CEO role last year, Jaclyn assumed leadership as the fourth CEO in the company’s history and its first female leader. This pivotal change in leadership marks a significant milestone for the company and reflects its ability to adapt and evolve.
Collette, headquartered in Rhode Island, plays a considerable role in the travel marketplace despite being a medium-sized player in Canada. Recently, the company hosted a prominent event in Toronto, featuring a morning reception and panel discussions at the luxurious Hotel X. This event highlighted their commitment to strengthening relationships with travel advisors. “We have the largest sales force and BDMs in the industry throughout Canada, the U.S., and Australia,” stated Diana Ditto, Senior Director of Product Marketing. The support provided to agents is pivotal for successful group travel, a segment in which Collette has an established reputation.
The company’s exploration tours, which are generally priced higher than standard packages, have gained popularity due to their unique offerings and the increased commission opportunities for agents. “You can book a great trip in 20 minutes and make a $1,500 commission,” mentioned Julie Kelly, Senior Director of Global B2B Strategy and Development. In response to feedback from travel advisors, Collette is enhancing the travel agent experience with initiatives like a forthcoming Collette University.
Leibl-Cote emphasizes the importance of listening to partners, stating, “We just had an advisory meeting with Virtuoso. We listen to the feedback and we drive the change from what they’re telling us we need to do better.” This proactive engagement with partners is essential to maintaining strong industry relationships.
Collette’s approach differs from traditional package tour companies by focusing exclusively on guided trips. Leibl-Cote asserts, “One hundred percent of our investment, research, and focus is on improving guided travel. I don’t have cruise ships, hotels, or those things to worry about. That’s a huge differentiator.” The small-group exploration trend has surged post-pandemic, with Canada emerging as a strong market for these trips, which currently comprise 40% of Canadian sales.
“We’re super focused on customer experience, listening to travelers,” Leibl-Cote affirmed. This commitment extends to designing curated tours that offer more than traditional motorcoach experiences. Travelers now enjoy enhanced options such as food tours, walking excursions, and specialized activities tailored to their interests. Collette has a dedicated team conducting research worldwide to create unforgettable travel experiences.
In addition to her business expertise, Leibl-Cote shares her favorite travel destinations, including a memorable safari in Kenya and the culinary delights of Peru. “Peru was really special. I went in with low expectations and it blew me away. The food there is amazing,” she recalls. Close ties to Canada also enrich her perspective: her family loves skiing and spending summers in Quebec.
Collette continues to thrive as a leading player in guided travel, adapting to current trends while maintaining its roots as a family-run enterprise. With its ethos grounded in personalized experiences and a strong focus on customer satisfaction, Collette stands poised for a bright future in the ever-evolving travel industry.
