{"id":187322,"date":"2025-11-10T14:49:06","date_gmt":"2025-11-10T03:49:06","guid":{"rendered":"https:\/\/latteluxurynews.com\/?p=187322"},"modified":"2025-11-10T14:49:09","modified_gmt":"2025-11-10T03:49:09","slug":"small-groups-in-destination-designers-power-collettes-strategy","status":"publish","type":"post","link":"https:\/\/latteluxurynews.com\/2025\/11\/10\/small-groups-in-destination-designers-power-collettes-strategy\/","title":{"rendered":"Small groups, in-destination designers power Collette’s strategy"},"content":{"rendered":"\n

Collette <\/strong>recently announced that its 2026 travel season will comprise over 170 tours globally, including 20 new itineraries. The tour company also debuted a new tagline: \u201cBy Travellers. For Travellers.\u201d LATTE <\/em><\/strong>has since caught up with Jaclyn Leibl-Cote, President and CEO of Collette<\/strong> – only the fourth leader in the company\u2019s 108-year-history – to learn more about the brand\u2019s evolution.<\/p>\n\n\n\n

Most notable was a renewed focus around the tagline. This, said Leibl-Cote, \u201cleans into our philosophy for how we design our itineraries all over the globe. A lot of guided tour companies use DMCs and third parties; we actually have a team of people that live all over the world that are employed by Collette, who are designing itineraries, living in destination.\u201d<\/p>\n\n\n\n

These in-destination travel designers are the key to the company\u2019s success, according to Leibl-Cote. They spend their time discovering hidden gems and local businesses that become integral to each itinerary offered by Collette.<\/p>\n\n\n\n

\n\"\"\n\n\n\n
Italy (Rome seen here) is always a top destination for Collette<\/figcaption>\n<\/figure>\n\n\n\n

\u201cYou have to kind of go where the masses are a little bit because people buy because they think they want the Colosseum,\u201d explained Leibl-Cote, \u201cbut it\u2019s those hidden gems and those things along the way that we pepper in that [travelers] wouldn\u2019t have access to if they were to do it on their own\u201d that make the difference. She added, \u201cIt\u2019s really about going deep in destination.\u201d<\/p>\n\n\n\n

A Focus on Small Groups<\/h3>\n\n\n\n

To that end, Collette\u2019s small-group tours – which have an average of 19 guests and a maximum of 24 – are \u201cfor sure\u201d the company\u2019s fastest-growing segment.<\/p>\n\n\n\n

With a smaller group, you have more flexibility – in where you travel to, how you travel, where you stay, and just about every other component of the trip. They offer, said Leibl-Cote, \u201csomething a little bit more unique.\u201d As she put it: \u201cWhen you have bigger groups, you\u2019re forced, many times, into \u2018OK we\u2019re going to stay in Paris, but we are limited to the hotels [we can stay in],\u2019 so you have to go to the bigger ones. With the small group, you really can select everything within the itinerary much differently\u2014as you should.\u201d<\/p>\n\n\n\n

She added, \u201cThere\u2019s just a lot of value that the smaller group brings.\u201d<\/p>\n\n\n\n

\n\"\"\n\n\n\n
A new itinerary for Collette takes guests to Osaka, Japan<\/figcaption>\n<\/figure>\n\n\n\n

As far as the top draws for Collete, Leibl-Cote said the \u201cthree I\u2019s\u201d – Italy, Ireland and Iceland – are always top of mind. Japan, too, has \u201cjust been booming\u201d – so much so that Collette added another small-group exploration there for 2026. This \u201cJourney Through the Heart of Japan\u201d tour includes the top sites in Tokyo and Osaka but also includes a private experience with retired sumo wrestlers, taiko drum lessons and others.<\/p>\n\n\n\n

South Africa and Victoria Falls, Scandinavia and the Northern Lights, and Morocco are popular, too.<\/p>\n\n\n\n

Sustainability and Impact Moments<\/h3>\n\n\n\n

On the sustainability front, Leibl-Cote said Collette does a lot to try and spread guests out – both geographically and throughout the year – to help prevent overtourism. She adds that a big part of this effort is educating travellers, letting them know they can visit marquee destinations in the shoulder or offseason and still have great weather and fewer other travellers – making for an even better experience.<\/p>\n\n\n\n

\u201cWe have Impact Moments on every explorations tour that we do,\u201d she added, which could include meeting a local farmer and learning from them or supporting local businesses. \u201cIt\u2019s really important to us to weave those in. We actually, on our Corporate Citizenship team, have individuals that work directly with our tour designers to understand the tour flow, what pace looks like, so they can do research as to who are some of the partners in-destination that we can potentially incorporate into the tour so we can support local initiatives, as well.\u201d<\/p>\n\n\n\n

Said Leibl-Cote, \u201cThat\u2019s the beauty of having them [tour designers] in destination.\u201d<\/p>\n\n\n\n

\n\"Lapland\n\n\n\n
The Northern Lights are a major draw for travelers<\/figcaption>\n<\/figure>\n\n\n\n

Top Travel Trends<\/h3>\n\n\n\n

As for what\u2019s driving business, she told LATTE.<\/em>: \u201cWellness, for sure. Food and wine, definitely … multi-gen is another one that we\u2019ve seen,\u201d especially as it relates to milestone\/celebration travel. Additionally, \u201cluxury has been something travellers are really leaning into,\u201d Leibl-Cote said.<\/p>\n\n\n\n

Given that luxury is trending and small-group tours being Collette\u2019s most popular offering now, is it possible the company leans into even-smaller group tours? The short answer, Leibl-Cote said, is \u201cyes.\u201d But she added, \u201care we making any abrupt changes right now to making it even smaller? No.\u201d<\/p>\n\n\n\n

She explained that her team is always discussing what the business should look like five years, 10 years from now, \u201ctrying to predict what the sweet spot is\u201d – a major responsibility as a third-generation family member to lead Collette – but while such a change isn\u2019t on the immediate horizon, Leibl-Cote added, \u201cit\u2019s always on the table for us.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Collette recently announced that its 2026 travel season will comprise over 170 tours globally, including 20 new itineraries. The tour company also debuted a new tagline: \u201cBy Travellers. For Travellers.\u201d LATTE has since caught up with Jaclyn Leibl-Cote, President and CEO of Collette – only the fourth leader in the company\u2019s 108-year-history – to learn […]<\/p>\n","protected":false},"author":24,"featured_media":187323,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":".gsbp-ba7c925{margin-bottom:20px}.gsbp-48cc6e1{margin-bottom:0!important}.gsbp-77df6fd{font-size:13px;font-style:italic;text-align:center;color:#545454}.gsbp-39fbbf8{margin-bottom:20px}.gsbp-556bfa0{margin-bottom:0!important}.gsbp-6213f0f{font-size:13px;font-style:italic;text-align:center;color:#545454}.gsbp-b6048e7{margin-bottom:20px}.gsbp-986c16d{margin-bottom:0!important}.gsbp-dffc0da{font-size:13px;font-style:italic;text-align:center;color:#545454}","footnotes":""},"categories":[98658527,9709],"tags":[722201,35348622],"class_list":["post-187322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-tours","tag-collette","tag-tours-2"],"yoast_head":"\nSmall groups, in-destination designers power Collette's strategy<\/title>\n<meta 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