$1 billion travel agent platform Fora just landed its first CMO

Fora, the AI-powered platform that connects travel agents with vacation planners, has appointed its first chief marketing officer, Alanna Gregory, according to CMO Insider. Gregory, who previously served as VP of marketing at Block, joins the company as it recently secured $60 million in funding at a $1 billion valuation to invest in its AI tools for travel planners.

Gregory outlined three key priorities for her marketing role: building an iconic brand, expanding the advisor network, and developing a top-tier sales and marketing organization. Fora's model involves providing technology tools and training to travel advisors in exchange for a share of their sales and an annual fee. With over 15,000 advisors who have facilitated more than $3 billion in travel bookings since the company's inception in 2021, Fora faces stiff competition from established travel brands like Expedia and Airbnb, as well as AI chatbots.

Marketing expert Allen Adamson noted that while Fora has gained traction among advisors, the company must now focus on building its consumer brand. Gregory emphasized that the CMO's role is to promise travelers an experience that machines cannot replicate, namely the personal judgment of seasoned travel experts. Her marketing initiatives are geared towards millennials, who often manage complex travel arrangements for multigenerational families.

Fora plans to leverage its Reddit presence and develop an AI-era marketing team with a centralized "context library" database to ensure cohesive messaging and automation. The company's marketing strategy will also include bold experiments, drawing from Gregory's past experience at Block, where she championed ambitious campaigns such as Cash App's "Cash Apples" game.