Company Spotlight: Making the Modern Travel Agency: Humans, Hospitality & AI with Jake Peters, Fora
The biggest surprise in travel tech right now isn’t a model, it’s a movement. From a 20-page memo to a Series C and $1.5B in annual sales, Fora’s rise has been powered by a community of 11,000 advisors, a product organization that ships fast, and a deep belief that hospitality is fundamentally human. Dan sat down with Co-founder and Chief Product & Technology Officer, Jake Peters at Fora’s NYC headquarters to trace how a modern travel agency evolved into a full stack platform that blends e-commerce speed with the craft of advising.
Jake opens the door on Fora’s “better equation” for travel: equip advisors with world class tools, give suppliers precision distribution, and offer travelers live, transparent choices they can book at midnight. We dig into the nuts and bolts, from secure card vaults and AI powered booking ingestion to faster commission payouts and an itinerary and proposal builder that turns forwarded PDFs into polished, client ready plans. The breakout hit is bookable quotes with live rates and perks that drive real time upsell without friction. Up next is a client booking experience designed to capture last minute DIY trips while keeping the advisor at the center.
We go deep on applied AI, including transforming unreadable GDS text, matching partner deals, generating social content, and embedding an agent that can add clients from voice notes, build proposals, and launch quotes on command. Jake is candid about legacy hotel systems, how Fora structures AI work across pods, and why human in the loop guardrails still matter when accuracy counts. We also talk scale, covering groups, cruise, a flights desk moving from email to interface, and plans to hire 55 engineers in New York to complete the end to end workflow.
This conversation is for advisors who want leverage, hoteliers who want targeted demand, and builders who want to ship where the impact is obvious. If you’re curious how AI, community, and product discipline can truly change how travel is sold without losing the soul of service, you’ll come away with a clear view of what’s working now and what’s coming next.
Learn more at foratravel.com
