Fora Books $60M and a Billion-Dollar Valuation, Betting AI Can Help Travel Agents Do More

Fora, a travel agency platform that launched in 2021, has closed a $60 million Series D round led by Forerunner and Tactile Ventures, pushing its valuation to $1 billion. The company operates a two-sided marketplace: one side lets anyone set up as a travel agent with tools for client communication and trip planning, while the other connects travelers with those agents for vacations, honeymoons, or family trips to places like Costa Rica and Thailand. Insight Partners and Thrive Capital also joined the round, bringing Fora’s total funding to $138.5 million.

A chunk of the new capital will go toward expanding Via, Fora’s AI assistant designed to handle time-consuming administrative work—researching destinations, building itineraries, and managing bookings. The goal isn’t to replace human agents but to free them up for what matters most: building relationships with clients. Fora says its agents have already booked more than $3 billion in travel since launch, and most of them were new to the travel advising business before joining the platform.

The company also plans to use the funds to hire and push into new travel categories, including cruises and flights. Fora’s bet is that combining human touch with smart automation can make travel planning more personal—and more profitable—without losing the connection that makes a great trip.