The integrated cruise bookings will enable advisors to compare and quote 55 lines and book more than 25 lines -- and much more. (Photo Credit: Air Canada)
As Fora’s cruise business continues to grow at a rapid-fire pace, the host agency unveiled integrated cruise bookings within its travel advisor platform, which, with a single login, will enable its agent partners to compare and quote across 55 lines and book more than 25 lines directly in the platform – with every booking and commission logged automatically.
All-In-One Support
“Unlike other existing booking platforms, our all-in-one tool supports every stage of the journey alongside hotels and flights, allowing advisors to build the entire trip, from the pre-cruise night to the sailing itself, without switching tools,” said Jake Peters, Fora’s co-founder & chief product/technology officer in an exclusive interview with TravelPulse.
“This saves valuable time that advisors can reinvest in growing their businesses and client relationships, while showcasing a broad inventory spanning ocean, river, expedition and hotel-branded yachts,” he added.
The integrated cruise bookings, which debut today, Nov. 4, serve as a solution for Fora’s expanding cruise business, which is Fora's second-largest vertical after hotels.
Expediting Growth While Removing Friction
“The platform will expedite growth by taking the friction out of selling cruises. When the process is this streamlined, advisors can turn around quotes faster, take on more clients, and say yes to cruise requests they might have passed on before,” Peters said.
“And because it’s built on the full Fora platform, with our cruise team, training, office hours, local chapters and advisor community behind it, even advisors who are newer to cruise can sell it with confidence.”
Unprecedented Cruise Growth
Unquestionably, Fora’s launch of integrated cruise bookings comes at a time when the company is witnessing unprecedented growth of its cruise division, accounting for $600 million in sales since its inception in 2024.
In more good news, Fora’s cruise bookings more than doubled in 2025.
“We saw interest in cruise growing organically, both from advisors who loved this style of travel already and from advisors who started talking to their hotel-oriented travelers about the rise of the ultraluxury lines,” Peter said.
“But recognizing trends and betting on personal enthusiasm isn't enough,” he added. “We built an entire department around cruise, which helps our advisors learn about the brands, matchmake travelers to the right cruise, and market to their entire network, both active and new-to-cruise clients.”
Unified Workflow and Advisor Praise
Simply put, the cruise booking platform was designed as a seamless extension of Fora’s existing portal, allowing advisors to access flights, hotel, and cruise components in one place. “
“It’s one workflow from start to finish,” Peter said. “Advisors can search, compare, quote, book and manage across cruise lines without needing a separate login or tool for each line. Because it’s built as an extension of the portal they already use, cruise fits naturally into how advisors already work.”
One Fora advisor, Dee Swaminathan, founder of Deeper Meridian, is already singing the cruise booking platform’s praises. “One of my favorite features is being able to compare several sailings side by side, so clients can see the differences clearly and make a more informed choice,” she said. “It makes presenting options much easier, and my clients have loved the clarity that I’m able to provide.”
Fora Tour Options
The company also sells a sizeable amount of multi-day tours and vacation packages through tour operators, package sellers and destination management companies.
“Like cruise, this is a growing segment with a dedicated team that we will continue to pursue,” Peters said. “Giving our advisors the tools to sell a comprehensive/connected trip is what will differentiate them in the age of AI and continue to grow these segments.”
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