Smaller Groups, Bigger Revenues: 107-Year-Old Collette Celebrates Record Year

When you’re 107 years old, having your best year ever means just a little bit more.

Global tour operator Collette’s growth surge continued in 2024, as both the company’s U.S. and Canadian operations saw their best year ever, surpassing even 2023, when COVID-rebound travel was at its peak. 

Reached at a company leadership retreat in Vermont, Vice President for Canada Ron Lonsdale says the strong year for the U.S. operation based in Pawtucket, Rhode Island, was matched north of the border.

“This also applies to Canada, where we’re seeing strong growth for 2025, putting us on track for another significant milestone,” Lonsdale said.

An interesting fact about Collette’s growth is that the company’s revenues have grown larger as its traveling groups have gotten smaller.

Small-group Explorations tours, with a maximum group size of 24, are Collette’s most popular travel style. Each year, more and more travelers have been electing to tour with a smaller group, and 2024 was no different.

“Small group Explorations tours have seen incredible growth over the past four years,” said Jaclyn Leibl-Cote, President & CEO of Collette. “Not only do we want to support this growth, but we want to propel it to an entirely new level. We’ve been designing these small group journeys since 2008, allowing travelers to experience destinations in ways that aren’t always possible with larger groups.” 

Leibl-Cote stresses that Explorations tours aren’t just Classic tours with a limit on group size. 

“All Explorations itineraries are tailored specifically to take advantage of the lower number of travelers. This means more intimate excursions, unique accommodations, and a variety of local transportation modes reflection of each region.”

As reported yesterday, Collette is offering travel advisors early access to its Worldwide Sale. Until January 19, advisors can access an exclusive 10% off in savings for their clients by using code WINTER25 at the time of booking. The sale goes live to the public on January 20 and runs until January 29. 

Collette’s Worldwide Sale applies to new bookings only for travel departing Feb. 2, 2025 to April 30, 2026. The promotion is for land packages only and is not valid on group bookings. 

Collette is also extending its popular gift card incentive. Travel advisors who make at least two Collette bookings between Nov. 18, 2024 and  Jan. 31, 2025 will receive a $100 gift card for each booking (excluding the first).

Collette said one of its fastest-growing new tours is “Namibia and South Africa: Epic Landscapes and Wildlife,” which explores Etosha and Kruger National Parks. The 16-day itinerary features safari game drives, a journey through the Namib Desert, a drive along the Skeleton Coast, and a home-hosted dinner with a Capetonian family. 

“Collette understands the effects that over-tourism has on locals in over loved destinations,” Leibl-Cote added. “Travelers are always going to want to see the top attractions in each region, but not every tour has to focus on them, which our design team takes into account when building new itineraries.”

Collette said ‘hidden gems,’ like the Greek island Crete, have risen towards the top of traveler wish lists over the past year.

“Gems of Greece” will showcase the islands of Naxos and Crete starting in 2025. The relaxed pacing of the tour features three nights in Athens, three in Naxos, two in Heraklion, Crete, and then three in Chainia, Crete.

South America is another Collette hotspot. A popular tour is “Essential South America,” which guides travelers from Santiago, Chile, through Argentina’s wine regions, to Buenos Aires. 

Collette is heading to Albania for the first time ever in 2025 with its new “The Balkans: From Coastal Croatia to Legendary Greece” tour.

“Albania is one of Europe’s fastest-growing travel destinations,” said Leibl-Cote. “Over the past few decades, more travelers have shown increased interest in exploring the region’s breathtaking mountain ranges and scenic coastlines. This tour not only enables them to do that, but also offers the opportunity to learn about Albanian folklore, centered around heroism, mountain spirits, and the legendary “Shqiponja,” a powerful eagle symbolizing freedom.”