As CEO and President of Collette — the oldest guided-tour operator in North America — Jaclyn Leibl is steering a century‑old legacy into a bold, tech‑infused future. Drawing from her roots as a tour guide and marketer, she champions inclusive leadership, digital innovation, and customer‑centric transformation to redefine travel for the modern world.

From Tour Guide to Trailblazer

Born into the business, Jaclyn Leibl began her journey leading tours in New England and Canada, deeply understanding both guests and deliverables. After college, she gained outside experience in IT before returning to Collette in 2005, taking on roles from product designer and marketing head to Chief Customer Experience Officer. In 2023, Jaclyn Leibl became the first female CEO in the company’s 106‑year history.

Her multi-faceted background gives her a unique vantage point — balancing legacy with innovation and operations with empathy.

Leading with Purpose and Empathy

A values-driven leader, Jaclyn Leibl centers company culture on four guiding principles: “Be Happy. Be Responsible. Be Trailblazers. Be the Legacy”. She fosters a family-like atmosphere — championing well-being, flexibility, and a sense of belonging especially for working parents.

Under her leadership, Collette’s team experience is as priority as traveler experience — aligning internal satisfaction with external excellence.

Crisis Resilience and Customer Trust

Under Jaclyn Leibl’s stewardship, Collette has upheld an unwavering refund policy during crises — refunding $200M during COVID‑19, $30M post-9/11, and $25M amid Middle East instability. These actions affirm trust and signal a commitment to integrity — core to her leadership.

H5: Guided Travel as an Expression of Growth

During her first year as CEO, Jaclyn Leibl spearheaded the launch of 10+ new journeys across continents and a steep jump in their “Explorations” style tours — small‑group, immersive experiences — with bookings quadrupling.

This growth is a testament to her vision: travel that adapts, resonates, and fosters connection.

Integrating Innovation and AI

In an industry steeped in tradition, Jaclyn Leibl is embedding smart technology to enhance traveler-centric experiences.

Data-Driven Design

She relies on customer feedback — surveys, advisory panels, field observations — to inform tour curation and innovation. This continuous voice-of-customer input ensures tours remain relevant and inspiring.

AI as an Experience Enhancer

Though not yet publicized, Jaclyn Leibl is well-positioned to integrate AI — whether in personalization, itinerary recommendations, tour optimization, or remote-guided experiences. Her history of data-informed decision making — combined with Collette’s digital expansion under her — indicates emerging AI-readiness.

Technology with Soul

Despite embracing digital tools, Jaclyn Leibl maintains that human connection remains central. She advocates riding a tour once a year to stay grounded in guest experience . AI may provide insights — but heart and empathy are irreplaceable.

Expanding Reach and Impact

Under Jaclyn Leibl, Collette has shifted to new markets and strengthened its agent partnerships.

Geographic and Product Growth

2025 saw Collette add tours in Montenegro, Namibia, Montana, and more, while small-group Explorations grew to nearly 60% of its Canadian business. This strategic growth balances global curiosity with deeper exploration.

Empowering Travel Agents

Jaclyn Leibl maintains that Collette belongs in travel agent’s toolkits, not bypassed. They’ve developed Collette University for agents, layered incentives, and organizers for feedback — reinforcing partnerships over direct-to-customer approaches .

Her leadership underscores that delivering value requires co‑creation, not disruption.

Centering Women and Communities

As CEO, Jaclyn Leibl has spotlighted women‑led businesses in tour destinations — showcasing local artisans, female guides, and enterprises — especially during Women’s History Month gocollette.com. Beyond business, she embraces travel as a force for empowerment.

Legacy and Next Steps

Mentorship and Succession

A third-generation leader, Jaclyn Leibl is paving a path for inclusivity. She mentors internal talent and supports her daughter, who aspires to be the fifth-generation CEO.

Her approach is rooted in legacy — ensuring values endure beyond her tenure.

Culture Sustained Through Ritual

Regular rituals — town halls, recognition events, team retreats — reinforce Collette’s unique culture under Jaclyn Leibl. That consistency fosters team alignment and lasting cultural norms.

A Vision for Tech-Infused Travel

Looking ahead, Jaclyn Leibl aims to:

• Continue expanding Explorations tours
• Build deeper agent relationships with training and feedback
• Integrate AI and data analytics for personalization
• Champion responsible travel and inclusive community partnerships

Her roadmap balances tradition with tech, stewardship with strategy.

Final Reflection

Jaclyn Leibl exemplifies modern leadership in travel and hospitality — merging legacy with innovation, empathy with execution. She leads with heart, drives with data, and honors heritage while embracing tomorrow. As Collette charts its next century under her guidance, Jaclyn Leibl sets a powerful standard: that travel can transform not just places — but people, cultures, and communities.

Her story is proof that when purpose, profit, and people align, travel becomes more than a journey — it becomes a legacy.