• by Harvey Chipkin , Columnist, February 16, 2022

Context Travel prides itself on being “more than a tour operator.” The company positions itself as “connecting learners and curious travelers with a network of global experts,” according to June Chin-Ramsey, CEO.

Tour operators traditionally put together transportation, lodging and activities to create holidays for travelers. These might be traditional trips like a motorcoach tour through Europe with stays at hotels that range from hostels to five-star palaces -- or more exclusive experiences, like a family being guided to little-known areas of a less-visited country.

But Context seeks to set itself apart through its experts: historians, poets, published authors, archaeologists, architects, etc. who usually hold advanced degrees in their fields. In business since the early 2000s, Context has programs in 80 destinations on six continents.

With the pandemic, the company brought its experts online in a “natural and organic move," and offered virtual walking tours, said Chin-Ramsey. In fact, travelers’ acceptance of virtual experiences fed nicely into Context’s product. Customers and potential customers were now able to meet experts online, getting to know who they would be traveling with.

But when demand surpassed expectations, Context looked beyond the crisis. The online end of the business, said Chin-Ramsey, “is not a pandemic business; it’s here to stay.”

Context prides itself on being the only travel company that allows travelers to learn with a local guide long before they even hop on a plane. Through the online Context Learning, customers can meet their in-person scholar through a library of courses and seminars as a form of pre- and post-travel enrichment. One can virtually tour Paris with an art historian, take a 10-part course on Renaissance art before viewing the masterpieces in person, or do a deep dive on Michelangelo’s David once you return from Florence. For about $30 for a 90-minute session, a consumer can establish a connection to the expert and the brand. They can even make sure they will be traveling with a certain expert.

In fact, with these stronger connections, Context expanded its product beyond its traditional half-day and full-day tours to feature multiday options that include air and hotels -- becoming more of a traditional operator in its logistics. Called Journeys, these vacations provide fixed itineraries with a dedicated expert. Upcoming trips include Scotland, Venice, Istanbul, the Netherlands, and Philadelphia.

The company has grown through social media and word of mouth, and now has a head of partnerships looking for connections with universities and other likely affiliates, said Chin-Ramsey.  Many of Context’s experts already have close connections with institutions.

Customers don’t all have academic backgrounds. They might be members of a book club or might just be curious, said Chin-Ramsey. What they have in common: They don’t want a classic beach vacation. And while Context tours have usually been found in the world’s cultural capitals, the company is now expanding to non-urban places like Tuscany and Provence.

Destinations are important, but it always come back to the experts. Chin-Ramsey said the company “scours the globe” for the best subject matter specialists. They might come from academia or from “lived experience.” Many of these, she said, turn out to be excellent tour guides as well. In the end, said Chin-Ramsey, “it’s how they teach, how they deliver. They are passionate -- and their interest in the subject matter is infectious.”