Five Minutes With … Courtenay Betts
Director of Operations - North America, EF Explore America | President, SYTA
Groups Today recently caught up with Courtenay Betts, Director of Operations - North America for EF Explore America, and outgoing SYTA President. Betts began her travel career while in university, working as a tour director for a Canadian company based in Toronto—an experience that sparked a deep passion for educational travel. She joined EF in 2011 and has since built a diverse career across both the company's Canadian and U.S. offices. Throughout her extensive work, Betts' focus has remained the same: delivering exceptional educational travel experiences for students.
ON CHANGES
One of the most interesting changes has been the growing emphasis on the educational outcomes of travel. We've always known student travel was transformative, but there's a growing focus on tying those experiences to learning objectives, social-emotional growth, and cultural competency. The rise of technology—both in how we operate and how students engage—has also shifted expectations and possibilities. Perhaps the most dynamic change has been the increasing need for resilience and adaptability. From geopolitical shifts to global pandemics, the travel industry has had to evolve faster than ever, and I've found the operational creativity that's emerged from that to be really inspiring.
ON CHALLENGES
One challenge we face is how unpredictable the operating environment has become. From weather disruptions and safety considerations to supply chain issues and shifting regulations, change is constant—we need to be ready to adapt in real time. We're also managing labor shortages, rising costs, and evolving expectations around personalization, sustainability, and the overall experience. In student travel especially, there's a growing need to reset expectations. The travel experience has changed—we need to be open to that evolution (how we plan, communicate, and deliver). It also means helping customers understand what today's travel looks like, and why it's still incredibly valuable.
ON HER TIME AS SYTA PRESIDENT AND FUTURE OPPORTUNITIES
There's a huge opportunity to make student travel more inclusive and accessible—to help more young people see the world beyond their hometowns. We're also in a moment where we can better communicate the value of travel as a learning tool, not just a trip. Today's students are curious and socially aware—they're craving opportunities to hear all sides of the story, to understand the cultures and communities that have shaped a destination, and to see themselves reflected in those stories.
That creates space for new programming that embraces diverse perspectives, for partnerships that connect travel with education in deeper ways, and for bringing more voices into the conversation—especially those that have been underrepresented. As SYTA President, I've seen firsthand how collaboration across our membership—operators, educators, attractions and destinations—can drive innovation in how we deliver these experiences and ensure they're as meaningful, relevant, and inclusive as possible for the next generation of travelers.
ADVICE FOR INDUSTRY NEWCOMERS
You won't find a more passionate, resilient group of people than those in the travel industry—but passion alone isn't enough. You need to be operationally sharp, deeply empathetic and open to constant change. Most importantly—listen and ask questions.
Edited by Sarah Suydam, Managing Editor of Groups Today.
This article originally appeared in the Jul/Aug '25 issue of Groups Today.
Photo courtesy of Courtenay Betts.
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