This National Travel & Tourism Week, we’re unveiling our latest training pillar: Book Better. This ongoing advocacy-focused series is designed for Fora’s community of travel advisors and prioritizes planning trips that make a difference — with inclusivity, sustainability and accessibility at the forefront.
Book Better sessions are led by a team of our partners, including thought leaders, community experts and in-house specialists. Each session has a core emphasis on business, equipping Fora Advisors with the tools and knowledge they need to grow their business through inclusive, ethical and sustainable travel.
We’re launching Book Better with the goal of having meaningful conversations — and taking action — around these important topics. Our vision is to promote actionable dialogue and improve together.
The training program was developed by Fora’s Head of Training & Development, Ross Thomason.
“Fora offers its community of advisors a best-in-class training program to level up your business, whether you’re a seasoned pro or new to the industry,” Ross said. “The Book Better program is designed to go beyond industry standard training and dive deep into meaningful topics focused on how we can book travel that’s better for the world.”
The Book Better program kicks off on April 27 with the first topic: accessible travel. The workshop for Fora Advisors highlighted the business case for accessible travel, led by Fora Advisors Judy Tudor and Karen Morales.
There is a three-pronged approach to Tudor and Morales’ session, tethered to a focus of advocacy through business development. Following Tudor and Morales’ initial session with advisors, we will host roundtable discussions with our suppliers and partners, sharing data that showcases the growing demographic of travelers who prioritize accessible choices. Finally, we will bring these conversations full circle, returning to our advisors to share insights from suppliers.
Judy and Karen’s collective experience is an incredible asset to our community, providing important insights on advocacy through business development, including how accessible travel can boost sales and benefit the industry as a whole.
Following accessibility, the Book Better series will continue with additional topics:
Wildlife-friendly travel with World Animal Protection
LGTBQ+ inclusive travel with the International LGBTQ+ Travel Association
Sustainable & eco-friendly travel led by Kelley Louise, Fora’s Head of Marketing
Book Better is just one example of our ongoing efforts to build a strong community of knowledgeable advisors.
“It’s important to me that we empower our advisors with knowledge on all facets of travel,” Thomason said. “Focusing on key topics like inclusivity and sustainability — and tying them back to building a book of business — is how we can improve the world through booking decisions that are better for people, planet and profit. The Book Better program embodies this approach.”
