Fora

Fora is a modern travel agency that combines human travel-advisor expertise with technology. Founded in 2021 by Henley Vazquez, Evan Frank, and Jake Peters, the company provides advisors with an AI-enabled platform, training, and a community intended to help them build travel businesses. Fora is headquartered in New York City and says its advisors have booked more than $3 billion in travel across over 180 countries.

The company serves three groups: travel advisors, travelers, and travel suppliers. Advisors use Fora’s platform and services to research and book trips, prepare itineraries and quotes, manage client information, and track and receive supplier commissions. The platform also brings together business tools and operational support, allowing advisors to focus on client relationships and trip planning rather than coordinating separate systems.

For travelers, Fora connects clients with advisors who provide personalized trip planning, booking assistance, and support. Advisors arrange a range of travel, including hotel stays, cruises, tours, and more, tailoring recommendations to travelers’ preferences. Through supplier relationships, advisors may also provide eligible clients with benefits such as room upgrades or resort credits, according to the company.

Fora’s advisor offering includes training, ongoing education, and access to a global community with peer connections, mentorship, online forums, local chapters, and events. The company says its training and support are designed to make the travel-advisor profession more accessible, including for people who are new to selling travel. Its stated approach pairs technology and AI tools with advisor judgment and personal service rather than relying on automated trip recommendations alone.

Fora also works with hotels, cruise operators, destinations, and other travel suppliers. Its preferred-partner network is intended to connect suppliers with advisors and travelers, while helping advisors find options suited to each client. The company describes the resulting model as beneficial to advisors building businesses, travelers seeking expert assistance, and suppliers looking to reach customers through advisor relationships.

The company’s origins reflect experience in both travel and technology: co-founder Henley Vazquez worked as a travel advisor, Evan Frank previously co-founded the luxury home-sharing platform onefinestay and led Context Travel, and co-founder Jake Peters has a technology and product background. Fora is backed by Forerunner and Tactile Ventures, Thrive Capital, Insight Partners, and Heartcore Capital. Its public materials describe a collaborative advisor community and a mission to open pathways into travel entrepreneurship.