Business Women Awards 2025
INDUSTRY LEADER PROFESSIONAL SERVICES:
Jaclyn Leibl-Cote, Collette Travel Service Inc. CEO
STAYING IN BUSINESS for more than a century in any sector always requires not operating via the status quo. Settling for “business as usual” is rarely an option.
Jaclyn Leibl-Cote, Collette Travel Services Inc.’s CEO and president, understands this full well. That was especially true when before becoming the first woman to lead the Pawtucket-based family-owned travel and tour operator in 2023, she helped Collette navigate through a time when worldwide traveling wasn’t much of an option.
Leibl-Cote rose through Collette’s ranks from working as a tour guide when she joined the company in 2005 to being its top executive. Her leadership helped Collette get through the COVID-19 pandemic, which devastated the travel and tourism industry in 2020. Her flexibility and empathy were essential to keeping Collette afloat, enabling the company to recover as customers began traveling again.
Being transparent with travelers, partners and Collette’s employees was her No. 1 priority because that was pivotal to maintaining trust and morale with everyone, she says.
“Empowering the leaders on my team to be resilient and open to innovation is truly the reason we have been able to weather the storm,” Leibl-Cote said.
Currently, Collette, which employs close to 800 people worldwide, offers more than 170 tours across all seven continents with five distinct travel styles. Such styles include small group tours and river cruises.
During the pandemic, though, Collette’s staff dropped from 650 to just 20. However, efforts to sustain the company were made behind the scenes.
Throughout the pandemic, Leibl-Cote maintained contact with furloughed employees, paving the way for their return when the time was right. Also, maintaining morale with Collette’s remaining skeleton crew was key to navigating COVID-19’s difficult waters, she says.
“I try to lead by example. Being successful in business is about creating an inclusive workplace where employees feel seen and valued just as much as it is about driving revenue,” Leibl-Cote said.
Coming out of the pandemic, Collette, like most large companies, was forced to rethink its operations. It had to improve the corporate environment by offering more flexible work arrangements and investing in technology to drive progress and productivity.
Daniel Sullivan Jr., Collette’s former CEO and current executive board chairman – also Leibl-Cote’s father – said Leibl-Cote has consistently demonstrated exceptional leadership, driven transformative changes and “set a new standard for excellence in our industry.”
Leibl-Cote also reengineered Collette’s product line with innovative offerings that focus on meeting their clients’ needs and visions. Company Chief of Staff Bree Gehris says Leibl-Cote’s vision includes placing an emphasis on cultural inclusions within a destination.
This often means visiting local off-the-beaten-path restaurants, experiencing home-hosted meals and enjoying being immersed in the community, Gehris says. She says it also means Collette makes an impact in the community through support of local and minority-owned businesses.
“I have learned the importance of putting customer experience at the center of everything that the organization does,” Leibl-Cote said. “Listening to the traveler has allowed us to grow and change when needed. You can’t get to 107 years in business without listening to your travelers because you must stay relevant and be open to change.”
Giving back has always been important to Collette’s philosophy. With that, Leibl-Cote took it to the next level by founding Collette Foundation, a nonprofit that supports communities in need worldwide through hunger and education initiatives.
Leibl-Cote also participates on several of nonprofit boards, including the American Heart Association, where she serves as the Circle of Red Giving Society’s chairperson. Staff members are also allowed time to volunteer with causes that are meaningful to them, Leibl-Cote says.
She admits that her work at Collette is not always easy – or glamourous – but Leibl-Cote believes that responding to difficult decisions is what makes a strong leader in the long run.
“My best advice to those starting out is to always be curious and open to learning,” she said. “Embracing every opportunity by saying ‘yes’ is the way that I [gained] the experience and skill set I needed to succeed in this role.”
