A vehicle routing deals with designing optimal delivery routes for a fleet of vehicles serving spatially distributed customers. There is a multitude of variants of this problem varying according to problem characteristics and assumptions. Routing is guided by multiple objectives and affected by different context factors. This paper formulates a vehicle routing optimization model allowing for incorporation of arbitrary selected context factors and objectives represented by KPI. In order to assess relative importance of the objectives and context factors, an adaptive approach is proposed. Experimental studies are conducted to illustrate application of the model and the adaptation method