US-based travel agency and advisor platform Fora Travel has officially launched in the UK following “strong organic demand” from UK-based advisors
The New York-founded company, which combines human travel expertise with AI-powered technology, said the UK launch marks the latest stage of its international expansion.
Fora was founded in New York in 2021 and has generated $3 billion in bookings to date.
It expanded into Canada and Mexico in 2025 and opened its first international chapter in London in 2024.
The company said the official UK launch builds on an existing community of UK-based advisors and follows its receipt of ABTA and ATOL certifications.
Fora is targeting both established travel advisors and people looking to enter the industry, with membership priced at £222 a year.
Members have access to more than 700 hours of training through Fora’s AI-enabled technology, alongside booking systems covering more than 180,000 hotels, cruises and activities.
The platform also offers access to more than 8,000 preferred supplier partnerships, including Fora Reserve, as well as itinerary-building tools and a global advisor community.
The UK launch comes as the travel advisor sector continues to evolve, with technology increasingly being used to support independent sellers while retaining the human element of travel planning.
Fora co-founder Evan Frank said the UK had already become an important market for the company through its existing advisor community.
“The UK is an incredibly important travel market, and we’ve already seen strong organic demand from UK-based advisors,” he said.
“We launched our first international chapter in London in 2024 – so launching officially here feels like a natural next step for us.
“We’re excited to build on that momentum by bringing our platform to a new audience of travel entrepreneurs and becoming a meaningful part of the UK travel trade.”
Fora said the UK’s established travel trade and strong international travel market made it a natural target for expansion.
The market also has a personal significance for founders Frank and Jake Peters, who first met in London before launching Fora with Henley Vazquez.
The company said its priorities in the UK will be to grow its advisor community, build relationships across the travel trade and establish a long-term presence in the market.
The launch comes as the traditional travel agency model undergoes a technology-led shift, with platforms such as Fora seeking to combine the reach and efficiency of digital tools with the expertise and personal relationships of human advisors.
