Read on for a sit down with Shelly Cole, CSTP, the new President/Owner of ETI! From client expectations and what’s to come in 2027 to the ways in which ETI demonstrates its commitment to student travel excellence, we touch on it all.
As the new leader at the helm of ETI, what are your top priorities for the company?
My biggest priority is to build on the strong foundation ETI has already established while continuing to find ways to make the student travel experience even better for educators, students, and families. For me, that starts with people and relationships. I want our team to feel supported, empowered, and proud of the work they do, while ensuring our customers continue to receive the personal attention and service they’ve come to expect from ETI.
I’m also continuing to look ahead. Student travel is constantly evolving, and we need to stay ahead of changing educational needs, emerging destinations, technology, and the expectations of today’s educators. That includes creating more opportunities for students to perform, showcase their talents, and experience the arts in meaningful ways. Whether it’s a band performing in a world-class venue, a choir participating in a festival, a dance group taking the stage, or a theatre program experiencing the arts in a new city, performance opportunities can become some of the most memorable and meaningful parts of a student’s educational journey.
Ultimately, our goal is simple: Create meaningful, memorable experiences for students while making the entire process as seamless as possible for the educators who make those trips happen.
From start to finish, what can clients expect when working with ETI?
They can expect a partner, not just a tour company.
From the very first conversation, our goal is to understand what an educator is trying to accomplish with their trip—the educational objectives, the students, the budget, the timing, and the overall vision. For performance groups, that also means understanding their repertoire, performance goals, group size, and what type of experience they want their students to have.
From there, our team works alongside them to build an experience that fits those needs. That could mean incorporating a performance at a unique or prestigious venue, participating in a festival or adjudicated event, attending a professional performance, or creating opportunities for students to learn from and interact with other performers.
Once the trip is underway, our job is to take care of the details so educators can focus on their students and enjoy the experience with them. Communication, organization, responsiveness, and attention to detail are incredibly important to us.
And the relationship doesn’t end when the buses arrive home. We want to hear what went well, where we can improve, and how we can help with the next trip. We measure success not just by whether a trip went smoothly, but by whether the educator would trust us to do it all again.
In what ways does ETI truly foster their relationships with clients and industry suppliers?
Relationships are at the heart of what we do. In this industry, trust doesn’t come from one transaction—it comes from consistently showing up, communicating, listening, and doing what you say you’re going to do. With our clients, that means getting to know the educators and understanding what is important to them rather than taking a one-size-fits-all approach. Every school, group, and educator has different goals, and we want our relationships to reflect that.
For performance groups in particular, that relationship is especially important. A director may have spent months or even years preparing students for a performance opportunity. We understand that their trip is about much more than transportation and hotel rooms. It’s about giving those students a stage and an experience that validates all of the hard work they’ve put into their craft.
The same is true with our industry partners and suppliers. We recognize that they’re an important part of the experience we provide. Strong supplier relationships allow us to create unique performance opportunities, access exceptional venues and experiences, solve problems more effectively, and ultimately provide a better trip for our clients.
I think the best relationships in this business are built on mutual respect. We want our clients and our partners to know that we value their trust and that we’re invested in their success, too.
When looking at yourself and the team at ETI, what leadership qualities do you see on display?
I see a team that is passionate, accountable, creative, and genuinely cares about the people we serve.
One of the things I value most is a willingness to listen. Good leadership isn’t about having every answer; it’s about surrounding yourself with great people, listening to different perspectives, and giving people the opportunity to contribute.
I also see resilience and adaptability. Student travel can have a lot of moving parts, and performance travel can add another layer of complexity. Our team has the ability to stay calm, find solutions, and keep the focus on the students and educators.
For me personally, I try to lead with transparency, consistency, and a willingness to roll up my sleeves and be part of the work. I believe people respond to leaders who are authentic, who communicate clearly, and who hold themselves to the same standards they expect from everyone else.
Most importantly, I want our team to understand that what we do matters. We’re helping educators create experiences that students may remember for the rest of their lives. Whether that’s seeing a historic landmark, experiencing another culture, or stepping onto a stage and performing in a place they’ve only dreamed about visiting, those moments have an impact.
What is the importance of ETI having CSTO (Certified Student Travel Organization) certification and what does that mean to customers?
CSTO certification is an important reflection of our commitment to safety, professionalism, and accountability in student travel.
When educators and families entrust us with their students, they are placing an enormous amount of confidence in us. Certification provides an additional level of assurance that we take that responsibility seriously and that our organization is committed to established standards and best practices within the student travel industry.
For our customers, I think the most important message is that we’re not simply focused on creating a fun itinerary. We’re focused on creating an experience that is educational, well-organized, and responsibly managed from beginning to end.
That is especially important with performance groups. There are additional logistics involved when you’re traveling with instruments, costumes, equipment, or a large ensemble. Directors need to know that their travel partner understands those unique needs and has the experience to manage them.
That peace of mind is incredibly important when you’re responsible for a group of students.
Courtesy of ETI.
