The travel industry loves its jargon, but it can often feel like a whole new language. Even seasoned advisors come across terms in hotel contracts, partner emails, or booking systems that deserve a little decoding. Here’s a handy guide to some of the most common ones you’ll see in your day-to-day business as a Fora Advisor.
Types of travel
FIT (Free Independent Traveler)
A traveler (or small group) who books a fully customized trip rather than joining a pre-set package tour or large group itinerary. Instead of following a bus tour through Italy, for example, an FIT client might want three nights in Florence at a boutique hotel, a private wine tasting in Chianti, and a train down to Rome. FIT travel is what most clients at Fora are looking for: flexibility, individuality, and experiences designed just for them.
Advisor tip: FIT clients may come to you after browsing OTAs or package tours. Highlight the difference—with you, they get the same ease of booking plus personalization, perks, and support those channels can’t offer.
MICE (Meetings, Incentives, Conferences, Exhibitions)
A major segment of the travel industry covering corporate meetings, incentive trips, conferences, and exhibitions. For Fora advisors, MICE can mean everything from arranging a company off-site in Miami to planning an incentive trip to Cabo. It’s a specialized but growing area of opportunity, and one where strong hotel and DMC partnerships are essential.
Advisor tip: When working with MICE groups, start early. Hotels plan these events far in advance, and early involvement helps you secure the best space, rates, and perks for your client.
Group travel
Travel for larger parties—usually 10+ people or rooms—that often requires special hotel contracts, room blocks, and on-the-ground support from a DMC. Think multi-generational family reunions in Mexico, a milestone birthday in Tuscany, or a destination wedding in the Caribbean.
Advisor tip: Group trips can be lucrative but complex. Check out Room Blocks 101: Mastering the Art of Group Bookings for further guidance.
Rates & booking basics
ADR (Average Daily Rate)
Industry shorthand for the average nightly rate a hotel is earning across sold rooms. Hotels use it as a key performance metric. If a partner mentions, “Our ADR this festive is $1,200,” that means the average guest is paying around that figure—helpful context when setting budgets or comparing properties without doing a full quote.
Advisor tip: You’ll most often hear ADR in hotel partner updates. Translate it as “average nightly price” when talking with clients.
BAR (Best Available Rate)
The standard, flexible rate a hotel lists publicly. Think of it as the hotel’s baseline rate. It’s usually the commissionable rate for advisors, which is why you’ll often see most partner perks tied to it. For example, if BAR at a Paris partner hotel is €600, your client pays €600 whether they book direct or with you. The difference is that you as an advisor can add breakfast, credits, and VIP treatment without increasing the rate.
Net rate
A reduced, wholesale rate that hotels provide to advisors or operators. It’s not meant for clients to see directly, but it allows advisors to package trips or mark up and resell at retail value. Net rates are strictly for client bookings, not for personal travel.
Advisor tip: You’ll see net rates more in group travel or packaged itineraries, less in day-to-day Fora hotel bookings.
GDS (global distribution system)
Booking platforms that connect hotels, flights, and car rentals with travel advisors. At Fora, our GDS is called Portal, a one-stop shop that’s constantly updated with hotel information, partner perks, and rates. Hotels load their live availability, rates, and details into the GDS, which advisors can then search and book.
Advisor tip: Portal is your best friend for checking real-time rates and perks without jumping between websites.
OTA (online travel agencies)
Sites like Expedia or Booking.com where many clients start their searches. They’re convenient, but OTA bookings don’t include perks, are harder to change, and get lower priority at hotels.
Advisor tip: If a client says, “But I found this on Expedia…,” you can often match the rate in Portal—then add perks, VIP treatment, and support that OTAs can’t.
IATA number
A unique identifier that allows a travel agency to conduct business, book hotels, and earn commission. Fora provides the IATA for all its advisors, so you’re ready to start booking right away.
Advisor tip: If you ever need to book directly on a hotel’s website or by email, always include your IATA number to ensure your commission is tracked.
ADA rooms
A room designed to comply with the Americans with Disabilities Act—with features like wider doorways, roll-in showers, or visual fire alarms. If your client requires one, it’s important to request and confirm it at the time of booking. Read more about how to plan the best accessible trips here.
Advisor tip: Always double-check ADA rooms directly with the hotel, since inventory is limited.
Seasons & availability
Festive
Industry shorthand for the peak holiday period, starting mid-December and running through New Year’s. Hotels hit their highest demand (and ADR), so availability is tight and minimum stays are common. Think Maldives for Christmas or Aspen over New Year’s—clients need to book 9–12 months in advance.
High season
The busiest (and priciest) time of year in a destination, when demand and ADR peak. Hotels are often fully booked, rates are highest, and perks like upgrades can be harder to secure. Alternatively, low season will have lower rates, but the activities and weather may not be the best, and some businesses are only open seasonally (e.g., the Amalfi Coast).
Advisor tip: Encourage clients to book as early as possible—high season space sells out fast.
Shoulder season
The “in-between” periods between peak and off-peak, often in spring (April–May) or fall (September–October). It’s often the sweet spot for your clients: fewer crowds, better value, and still great weather. For example, the Amalfi Coast in May: the lemon trees are blooming, ferries are running, but the summer crowds haven’t descended yet.
Blackout dates
Specific dates set by hotels when promotions, points redemptions, or perks don’t apply—usually tied to high-demand periods like holidays or special events.
Advisor tip: If a client asks why a promo isn’t available, check for blackout dates first.
People & partners
DOS (Director of Sales)
The hotel executive responsible for driving revenue and managing sales strategy. Advisors may occasionally work with a DOS when negotiating or making special requests, but the first point of contact is usually the reservations team.
Advisor tip: Networking events and dinners are great ways to build relationships with DOS contacts over time—and those connections can help you VIP clients later on.
Representation Company
An external agency hired by independent or smaller hotels to handle their sales and marketing, often regionally. These reps act like an extension of the hotel’s marketing team.
Advisor tip: Reps are also great contacts to have—they often have the same pull as on-property staff and can be your best advocates with hotels they represent.
GM (General Manager)
The top executive at a hotel, responsible for everything from operations to guest experience. Advisors don’t typically interact directly with GMs—most communication goes through sales or reservations teams.
DMC (destination management company)
A local partner in a destination who handles and packages on-the-ground logistics—not just transfers and tours, but unique experiences like a private after-hours tour of the Vatican, a mezcal tasting in Oaxaca, or a sailing trip along the Amalfi Coast. For advisors, DMCs are invaluable when clients want more than just a hotel stay, especially for groups, celebrations, deeper cultural engagement, or off-the-beaten-path travel. See The Destination Management Company: A Travel Advisor’s Ace for more info.
Consortia
Groups of agencies (like Virtuoso) that negotiate exclusive rates, perks, and access for their members’ clients. Fora is part of multiple consortia, which is how you’re able to deliver VIP value that OTAs can’t match.
Advisor tip: You can mention consortia when clients ask how you can offer more perks than booking direct—it’s your edge.
Site inspection
A hosted walk-through of a hotel or property where advisors see the rooms, amenities, and service firsthand. It’s a chance to evaluate whether the property is right for your clients.
Advisor tip: Always take notes and photos (with permission) during a site inspection—they’ll be invaluable when recommending the hotel later.
FAM trip (familiarization trip)
Discounted or complimentary travel for advisors to experience a hotel or destination firsthand. Once you reach Pro status at Fora, you’ll unlock many FAM opportunities with partners around the world. These are not vacations—schedules are often packed with property tours, partner meetings, and local activities designed to showcase the destination.
Advisor tip: Treat FAMs as both fun and professional—they’re a chance to create community, connect with partners, and bring back firsthand insights for your clients.