Fora Launches Boutique, Luxury Travel Agency: Fora X

NEW YORK — As Fora’s network grows in booking volume, the company is unveiling a new boutique, luxury agency within the company for its highest earners: Fora X. 

“Fora X isn’t for everyone,” said Fora’s Co-Founder Henley Vazquez. “We’ve invited a group of our top advisors for the inaugural class, all of whom are dedicated to building serious businesses but also fostering growth amongst the next generation of travel advisors as part of the mentorship program they’ll lead. Each member will also pair with Fora leadership for ongoing business development sessions to level up their brand. This is a space for community-driven entrepreneurs.” 

Advisors from outside Fora will have an opportunity to apply starting on October 10, with the application process requiring sales history, client reviews and supplier recommendations. 

“Fora started with the goal of bringing new advisors into the industry and training them up and supporting them, regardless of how they wanted to run their business,” Vazquez said. “Today, the community has grown and our advisors' sales have grown with them. We are proud to launch Fora X as a space that caters to the top end of the market. Launching Fora X is really a celebration of our advisors and how far we’ve come together.” 

Fora X will help its advisors continue to grow their businesses by providing best-in-class coaching, including marketing and financial management support. Members of Fora X also have access to the support and scale of Fora’s tech-focused platform including key tools, such as the Vault (a secure and seamless payment card storage solution) and Fora’s integrated booking platform (a tool for advisors to seamlessly research and book trips). 

There will also be special access to FAMs and industry conferences for Fora X members, as well as a private communication channel to connect with fellow Fora X members. Fora X Advisors will be able to give back to the larger network through a mentorship program. 

The majority of Fora Advisors had never booked travel before starting their entrepreneurial journeys with Fora. Advisors Nancy Deane and Judy Tudor are two of the success stories from Fora’s network joining Fora X. They entered the travel advisor industry less than two years ago, and have fast-tracked their way to successful careers with agency sales that rival traditional industry standards. 

Deane, who was named one of Condé Nast Traveler’s Top Travel Specialists earlier this year, transitioned her years of marketing and editorial experience into her new career at Fora and found success by aligning her passions. 

Tudor began a second career with Fora in 2022 after working in the child welfare system for 30 years. Although she’d looked into becoming a travel advisor previously, she said the intimidating entry process held her back. At Fora, Tudor, a full-time wheelchair user, is encouraged to specialize in planning inclusive and accessible travel. Earlier this year, AFAR magazine named Tudor one of 15 women changing the way we travel. 

“It has been a very night and day transition as one can imagine,” Tudor shared. “From managing over 1,000 employees in a government bureaucracy, doing very stressful and emotional work through COVID-19, to now planning dream vacations for people and developing my own business. Fora has made this transition possible for me, and I’m proud to join the inaugural Fora X group.”

Fora’s mission is rooted in helping travel advisors reach the next stage in their careers, no matter what level they’re at. 

“Our initial hypothesis was that there were many people not already in the industry who would rival the most experienced agents if given the opportunity,” Vazquez said. “We're building a business around them.”

Programming for the inaugural Fora X class kicks off in January 2024. Applications open on Oct. 10. Advisors will be required to submit sales history, client reviews and supplier recommendations. For newcomers entering the industry, applications are also open to join Fora at.