Leading Student Group Tour Operator Steps into New Chapter of Leadership
HOLT, Mich., August 3, 2026 – Educational Tours, Inc. (ETI)—a student group tour operator dedicated to delivering powerful educational experiences with worry-free travel in the U.S. and internationally—is pleased to announce the transition of Shelly Cole, CSTP, into the role of Owner/President.
Shelly Cole, CSTP, joined the ETI team in 1997, and has previously served as the company’s Executive Director. For years, Cole has been key in building strong relationships with industry partners to ensure student groups receive the quality of service they deserve when traveling with ETI. Whether it’s arranging the motorcoach, hotel, restaurant, performance or attraction, she often thinks about how each travel experience could impact a student’s future. Cole is passionate about ensuring every client feels heard and supported in bringing their student travel dreams to life.
“I’m honored to be taking the reins at ETI and am looking forward to continuing our priorities of providing exceptional customer service and the unforgettable student travel experiences we’ve become widely recognized for,” Cole said. “Each and every moment of the student travel planning process matters, which is why I couldn’t be more thrilled to continue ETI’s legacy of delivering powerful, worry-free educational experiences.”
The announcement of Cole’s leadership coincided with the retirement of outgoing President/Owner, Donna Adam, CSTP, at the end of July.
Adam’s journey with ETI began in 2005 when she joined the team as the Accounting Department Supervisor. She went on to grow into the role of General Manager before becoming ETI’s Owner/President in 2017.
“When I reflect upon my 21 years with ETI, I’m thankful to have had the opportunity to work with every single team member, supplier, and partner who has made the work that we do so impactful for students experiencing the life-changing privilege of travel,” Adam said. “It’s each of those individual relationships that have left me feeling so fulfilled. Specifically leading the ETI team for the last nine years has been an honor, and I know they’re in good and capable hands for this next exciting chapter!”
“Donna's vision and passion have left an incredible mark on ETI, and we are so grateful for everything she has brought to the team and our clients over the years,” Cole added. “We celebrate her years of hard work and wish her the very best in this next phase of life.”
Cole stepped into the role of Owner/President immediately following Adam’s retirement on July 31.
ABOUT EDUCATIONAL TOURS, INC.
Educational Tours, Inc. is a student group tour operator dedicated to delivering powerful educational experiences with worry-free travel in the U.S. and internationally. Our company was founded in 1983 and has built a reputation for offering straight-forward, exceptional service with customized experiences imagined for you. Our experience in the industry runs deep. With over 140 years of collective travel planning experience, we take the guesswork out of trip planning and put all the services you need into one place. ETI is a member of the Student & Youth Travel Association and is a Certified Student Travel Organization.
MEDIA CONTACT
Shelly Cole, CSTP
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