Creating Memorable Excursions
James Tong (MMM '17) is redefining travel as co-founder of Quest Excursions, a travel agency specializing in unique, immersive experiences. To do that, he's relying on lessons learned in Northwestern's MBA + MS Design Innovation (MMM) program.
A packing list with swimming trunks, a jacket, and a piece of rope might seem like an odd combination for a trip.
For James Tong (MMM '17), it was the start of an adventure that shaped his future career.
Tong is co-founder of Quest Excursions, a travel agency specializing in unique, immersive experiences. He credits an early experience in Northwestern's MBA + MS Design Innovation (MMM) program – a dual-degree program between Northwestern Engineering and the Kellogg School of Management – with sparking his entrepreneurial journey.
Soon after completing his first quarter in MMM, Tong participated in the Kellogg Worldwide Exploration Student Trips (KWEST) program, which helps classmates in MMM and across Kellogg get to know each other while seeing the world. The experience proved transformative.
“I did KWEST mystery, where you don't know where you are going until the day of the trip," Tong said, explaining the odd packing list he was given prior to the adventure. “Then I went out and made some of my best friends on that trip.”
Tong's mystery trip took him to the Polynesian country of Samoa. The next year, he led a similar KWEST trip to Sri Lanka (no ropes were needed).
Those experiences inspired Tong to start his own company organizing mystery trips. However, it wasn't until after the COVID-19 pandemic that Quest Excursions took its current form.
The idea crystallized when Tong was planning a trip to Europe for his non-English speaking parents. They were going to go with a travel group, but Tong wasn't impressed by any of the itineraries presented by any of the companies he found.
Frustrated, he saw an opportunity to create something better.
Tong reached out to Eric Chamberlain (Kellogg '17) to discuss the idea. At Kellogg, the two co-led Kellogg’s Wilderness Club.
"We organized cabin weekends in Wisconsin. For many of us, it was our first time doing ice fishing,” Tong said. “It turned out to be a lot of fun."
Chamberlain loved the idea. With that, Quest Excursions was born.
The company focuses on creating highly customizable, unique experiences that go beyond typical tourist attractions.
“We are trying to add something special to our itinerary and offer something different,” Tong said. “We are also really focusing on community building, trying to incorporate more interaction with locals so our travelers can have truly authentic experiences.”
Tong’s approach to business is deeply influenced by his MMM experience. The program’s emphasis on design innovation and rapid testing of ideas was crucial in shaping Quest Excursions’ strategy.
The MMM program emphasizes thinking through problems with a clearly focused customer lens. Students learn how to do consumer research, test new ideas, and then develop and iterate those ideas.
That same methodology guided Quest Excursions’ evolution. Starting with group travel for universities (including KWEST), the company has since expanded to serve new customer segments, including alumni travel and tours tailored for families with children.
As Quest Excursions continues to grow, Tong remains committed to the principles he learned in the MMM program. He is constantly testing new ideas and adjusting plans based on customer responses.
Tong's story is a testament to the power of combining passion with education, and how unexpected journeys can lead to innovative business ideas.
Sometimes that means packing a suitcase full of seemingly random items for an unknown adventure.
“You just have to be nimble, keep testing, and iterate quickly,” Tong said, summarizing his approach to both travel and business. “That's a very good lesson I learned from MMM. The whole program really challenges you to think differently.”