What if travel wasn’t just about getting away—but about coming home with deeper perspective, connection, and meaning?
What if the most memorable moments were the ones you couldn’t plan perfectly—but made space for?
That philosophy guides Carol Johnston, founder of Amphora Travel Planning, a bespoke travel planning service rooted in listening deeply, honoring detail, and designing journeys that feel seamless yet spacious. With a background spanning engineering, education, and higher education leadership, Carol brings rare thoughtfulness to travel—blending structure with spontaneity, and logistics with soul.
For Carol, travel is not a transaction. It’s an invitation to grow.
Travel with Intention — Carol Johnston of Amphora Travel Planning
Q: What inspired you to start your business, and how has that inspiration evolved?
Carol:
Travel has always been a big part of my life. Spending time in nature keeps me balanced and happy, and being immersed in other cultures has always expanded my understanding of the world.
After many years as an educator—twenty of those in higher education as a professor and administrator—I wanted to continue helping others navigate their life journeys, just in a different way. It was also important that I create something flexible enough to prioritize time with my grandchildren.
Research, organization, and listening deeply to people’s dreams were skills I refined throughout my career. Those same skills naturally led me to travel planning. After completing training, I discovered a start-up company offering the perfect balance: independence with support. I launched Amphora Travel Planning, hosted by Fora Travel.
The name Amphora reflects my love of traveling to the wine regions of the world—places rich in culture, beauty, food, and long meals shared with loved ones. Later, I realized many of these destinations are also Blue Zones. Perhaps it’s no coincidence. These are the experiences I now love creating for others.
Q: What’s the mission behind what you do?
Carol:
My mission is to help clients blend thoughtfully reserved experiences with space to explore and discover the unexpected.
Travel has changed—many destinations now require advance planning to avoid disappointment. Yet some of my most meaningful moments happened spontaneously, often when something didn’t go as planned. I encourage clients to schedule time for the unscheduled. Travel is a powerful way to challenge assumptions, build empathy, and deepen self-awareness. I hope to inspire people to reconnect with nature, culture, and curiosity.
Q: What transformation do you help others experience through your work?
Carol:
I help people travel with confidence and intention. Instead of stress or decision fatigue, clients experience ease—knowing the details are handled while still having freedom to explore.
By fully customizing each itinerary, travelers feel supported, present, and open to meaningful moments. Travel becomes less about checking boxes and more about connection—to place, people, and themselves.
“My hope is that people return home not just with photos, but with stories, perspective, and a deeper appreciation for the world and their place in it.”
— Carol Johnston
Q: What’s something you wish more people understood about your industry?
Carol:
It’s incredibly easy to book travel online—but when something goes wrong, support is often nonexistent.
A travel advisor is an advocate before, during, and after your trip. Beyond that, custom-designed itineraries give travelers control over how, when, and why they travel. Advisors can also guide clients toward more sustainable travel choices.
We’re seeing the consequences of overtourism in places like Venice and Machu Picchu. I actively support hotels and experiences that work with local communities to minimize harm. On a recent trip to Colombia, I witnessed a beautiful example of this balance—local villages along the Magdalena River sharing their culture thoughtfully, respectfully, and with care for preservation. That kind of travel stays with you forever.
Q: What do you want your business to be known for in the long run?
Carol:
I want Amphora Travel Planning to be known for meaningful, well-crafted journeys—where clients feel heard, supported, and inspired.
My hope is that people return home not just with photos, but with stories, perspective, and a deeper appreciation for the world and their place in it.
Q: What advice would you offer to someone just beginning their business journey?
Carol:
Trust the skills you’ve already built—they’re more transferable than you think. Patterns emerge when you look back, and those patterns can guide your next chapter.
Be patient with transitions. Growth doesn’t always come in straight lines, but when your work aligns with who you are, the shifts feel natural.
The Woman Within
Q: What values guide the way you live and make decisions in this season of life?
Carol:
I deeply value hearing others’ perspectives—what motivates them, what brings them peace, and what gives their lives meaning.
I’m detail-oriented, goal-driven, and have a strong work ethic, but I’m also learning to slow down and appreciate simplicity. When one of my grandsons knocks on the door—we live on the same property—I try to be fully present. Being a safe listener for them is one of my greatest privileges.
Q: What life experience shaped how you show up in the world today?
Carol:
I’ve always loved learning. As a child fascinated by math and science, I gravitated toward engineering, which opened many doors. Later, I realized I was equally interested in how people learn—and why some fear certain subjects.
That curiosity led me into teaching, then higher education, and eventually leadership. Each decade brought a shift, but common threads—learning, people, structure, curiosity—made the transitions feel aligned. Travel planning is simply the next evolution of those same themes.
Connect and Discover More
Carol Johnston | Amphora Travel Planning
Amphora Travel Planning creates fully customized travel experiences designed with intention, flexibility, and care. From detailed itineraries and trusted on-site partners to space for spontaneous discovery, Carol ensures every journey reflects how you want to travel.
