Words of Wisdom, Words of Gratitude

Celebrating 40 Years at the Helm of Orlando-Based Super Holiday Tours

On September 17, 1984, I walked into the offices of Super Holiday Tours to start a full-time position as a travel agent.

I mention full-time, as for a couple of years prior (as a result of my participation in the UCF Marching Band and a member of Kappa Kappa Psi ) I had worked for the company part-time during the spring festival season.

Although I had recently graduated from the University of Central Florida, the thought of me being a travel agent was the furthest thing I could imagine as a “job”.  So, within one month of employment, this 22-year-old kid walked into the owner’s office and said,” Thank you so much for the opportunity. However, I don’t think this is the job for me.”  The owner politely asked, “What you plan to do?”  My response was (again as a 2-year-o kid),   “I don’t know”.

Well, the boss replied, “Why don’t you hang around? We could use your help with the upcoming Florida Citrus Parade.” I agreed since my follow-up plan for employment was next to nothing.

For the next 7 years, I “hung around” Super Holiday Tours.  I learned as much as I could about the tour end of the business (moving into tour division of the company.

In 1991, an opportunity to purchase the company presented itself, so my wife at the time and I (then 29 years old) acquired the business.

As I reflect on my 40 years in the tours industry and all the years as the owner, I often look back at the experiences that have come my way, particularly special events and the travel associated with this industry. There are many memories of the opportunity to take my son (Case) and Daughter (Jacquie) on a handful of trips to experience what dad did for a living.

 I often think of the individuals who have come through the doors of Super Holiday Tours and later pursued other interests. I shed a tear for those full-time and part-time employees who are no longer with us. I cherish my involvement within the Central Florida community and my Alma mater, UCF.

 My leadership roles within SYTA (Student Youth Travel Association) and the SYTA Youth Foundation, along with ABA (American Bus Association) and the ABA Foundation, gave and continue to give me the opportunity to grow personally and professionally.

For those past clients that I have worked with or have accompanied their band or choir travel experiences I say, “Thank you.”  To those current clients that continue to entrust Super Holiday Tours with your travel experience, “Thank you.”  To all my colleagues in this crazy industry I say, “Thank you for being there and thank you for what you do.”

I’ve often told young people starting their careers, “You never know what awaits you. Give your employment experience the opportunity to grow.” You never know what the future has in store for you.

The past 40 years have been an E-ticket (the best ride I could ever imagine) and NO, this is by no means a retirement statement. I realize that more years have passed than are actually left, but I intend to continue this ride for many more years.

Finally, I would be remiss if I did not recognize not only previous team members of Super Holiday Tours but also those who currently keep the doors open daily. Thank you for all that you did and all that you do.

Brian Cole is the President of Super Holiday Tours and a member of the ABA Board of Directors.

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