Travel is known to inspire people. Shelly Cole, Director of Vendor Partnerships and Trip Coordinator, is no exception. After 20 years with Educational Tours, Inc. one very special trip she experienced during her second year in the student travel industry stands out for the inspiration she felt. Back then, Shelly had the opportunity to travel to Niagara Falls with an inner-city middle school group. She was particularly excited for the trip so she could see the results of what she helped organize.
“I met the group at the school, and rode the motorcoach with them five hours up to their destination. As the students were disembarking from the coach, I started hearing—and then started seeing—their reactions to seeing the Falls for the first time. I just stared in amazement. I must have had some look on my face, taking all of this in, as the director came up to me and said, ‘This will probably be the one and only time some of these kids will travel’,” recalls Shelly.
That comment hit Shelly like a ton of bricks.
“How those words, still to this day, are held with me when I touch each trip that our students go on. Whether it’s arranging the coach, hotel, restaurant, performance or attraction, I think about what the students will get out of visiting these places and how it could impact their path for the future,” said Shelly.
Travel is known for educating people, too. Again, Shelly gained insights on the impact of travel, which helps her help her groups. What are some lessons she’s learned?
“You have to work in the moment,” said Shelly. “We all run into obstacles, and we do all we can to make things happen for our groups—our reaction and quick response can make a world of difference. Take ownership of any challenges and work on solutions, instead of blaming someone; that doesn’t correct the situation. For instance, a group is scheduled to go to a Broadway show in New York City and the theater goes on strike the day before they arrive. You can react with, ‘Oh well, it‘s out of our control’—or you can jump in and find other opportunities to fill that void. Take a challenge and make it right, no matter who’s at fault.”
Shelly has also learned a lot about traveling with students, and speaks fondly of the educators who travel with them.
“Our educators are admired from so many levels. Not only do their students look up to them, but I have to say as a parent and tour operator, that I admire how they are willing to share the world with the eyes of our future!” said Shelly. “We do our darnedest to take the pressure off the group leader, by making all of the arrangements. However, they have the hardest part—wearing several hats during the school year with having lessons, classes, theater productions, parades, et cetera ... The list could be endless!”
And Shelly knows it’s important to always provide groups with the fine ETI experience that sets the company apart from others.
“If you had only one chance to give the travel experience to youth, wouldn’t you want to do it top-notch?,” asked Shelly. “Two items that come to mind for me, starting with the customer service you give to your director/tour coordinator. Listen to them: Figure out what they are after. Do they want their kids to experience theater in the Big Apple, or to experience a theater workshop where they work firsthand with a professional Broadway actor? Keep the lines open, and listen to their ideas and suggestions.”
The other item that is high on Shelly’s list is the quality of the trip clients receive.
“Take the time and ask yourself: Would you put your family at this hotel/restaurant? Do they know how to take care of a group? You wouldn’t want to stay at a property that didn’t pay attention to room blocking or room types, or care about their cleanliness.”
Two Things About Shelly Cole
1. She has three beautiful daughters, who keep her going nonstop.
2. Five years ago, Shelly was given the opportunity to chaperone one of her daughters on a New York City trip. Since then, she has paid it forward by raising money for the SYTA Youth Foundation, to help provide scholarships for students who otherwise wouldn’t be able to travel, due to expense.
Shelly Cole spent a few years in the hotel industry before joining Educational Tours, Inc. in 1997. Since starting at ETI, she’s worked in the itinerary department and the blocking department. As Director of Vendor Partnerships, she’s developed strong relationships with industry partners, ensuring groups receive the quality of service they deserve when traveling with ETI. As a Trip Coordinator, she works one-on-one with group leaders, making sure their needs are met and their tours are a success. Shelly has had the great pleasure of tour managing a handful of groups as well, giving her firsthand experience in understanding the importance of every single detail during a trip in process. ETI is proud to celebrate Shelly and her 20 years of service to the company.
