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.