Well-backed online travel agencies often get a lot of the headlines - but brands such as Context Travel have been operating quietly and steadily in the background for years.
Context Travel is one such brand, operating in tours and activities since 2003 with its take on online-sold guided tours in many destinations around the world.
It avoided the world of heavy investment in the sector until 2017, when it took on a $5 million funding round from Active Partners.
It and other companies were no doubt surprised somewhat when Germany-based GetYourGuide launched branded tours earlier this year (using some its $170 million investment to date) with a claim to "transform the tour experience itself".
Working outside of the glare of the startup publicity machine has its benefits, giving Context Travel the opportunity over 15 years to build a solid business and capture a lot of the buzz flooding the tours and activities.
Still, after that decade-and-a-half of operating under radar, Context Travel is starting to talk a lot more about its own take of the guided tours sector, its distribution strategy and other trends affecting the market.
PhocusWire spoke to the company's director of marketing, Brenna Fleener, during the Arival Event 2018 in Las Vegas.
PhocusWire @ Arival 2018 - Context Travel on standing out with branded tours