Fora vs. Amex (and Why It’s Better to Book through a Fora Advisor)

“Why should I book with Fora when I could just book through Amex?”

This is one of the most common questions I get, along with…

“Aren’t the hotel perks the same? And what about that 5x points value? Why is booking with Fora better?”

And I’ve got answers. Read on to learn why booking travel with me means not only a smoother booking process, but also a more personalized travel experience.

Reason 1: Fora offers a highly personalized booking experience; Amex bookings are made via an online booking site or call center.

When you book travel with a Fora Advisor, you’re working one-on-one with a real person who takes the time to understand your travel style, goals and budget. Your Fora Advisor provides highly personalized recommendations and supports you along the way, even while you're on your trip.

When it comes to your hotel booking, Fora Advisors take time to match you with the perfect stay, adding extras along the way.

Booking via Amex Fine Hotels + Resorts (FHR), the brand’s booking platform, means you’re sacrificing that level of personalization.

Amex’s other option to its FHR booking platform is waiting on hold to speak with a call center agent. And, with Amex’s nearly 7,000 agents, you’re never getting the same person twice.

Plus, when you book with me, you can relax knowing your requests are taken care of, like confirming a connecting room, adding a crib or triple-checking that your room is on the same floor as your teenagers. You won’t get that same care and attention to detail when booking through Amex.

Reason 2: When you book with me, you get prioritized for room upgrades.

Amex offers perks like free breakfast and up to $200 resort credit. But I’ll let you in on an industry secret: booking with me via Fora means you’re getting all the same perks, but you are prioritized for room upgrades above Amex (more on that below).

Why the special treatment? Because the travel industry is all about relationships.

During our decades in the industry, the Fora team has built meaningful relationships with hotels around the world (more than 5,500, to be exact). We attend all the industry events and use our network daily to provide the best possible experiences for our clients. And while Amex provides perks for card holders (at roughly 2,600 hotels), there’s no personal relationship with many Amex travel agents. The partnership is with Amex as a corporate brand.

And it doesn’t stop at upgrades. Fora is part of nearly every major preferred partner program, including Four Seasons Preferred, Rosewood Elite, IHG Luxury and Lifestyle, Hyatt Privé and Virtuoso. 

Preferred partnerships are not easy to get — these selective, invitation-only programs are developed and cultivated by hotels to reward agencies that deliver consistent, high-quality clientele at significant volume. Clients from Fora and other preferred agencies book higher room categories, spend more at the property and are more loyal than any other booking channel. And you reap the benefits of these established partnerships.

What does this mean? 

Beyond getting priority above Amex for room upgrades, you’re going to be at the front of the line for VIP benefits. Booking with me ensures you’re seen as a valued client coming from a preferred partnership. Even before you arrive at the hotel, you’ll be a top priority and marked as a VIP, landing you above-and-beyond hospitality and service.

Reason 3: Booking with me means you have dedicated, 1:1 support to handle all the details.

Your travel booking is more than just a transaction. Not only do I customize a trip that’s perfect for you, but my services continue during and after your trip. 

Since Fora Advisors have relationships and book directly with partner hotels, we are ready to double-check reservations, make sure all your requests are squared away and also problem-solve for you if something goes awry while you’re traveling.

When you book through me, it’s basically like having a best friend who has the hotel’s General Manager on speed dial. No corporate back-and-forth, or waiting on hold with call centers.

This level of attention and personalization is especially valuable if you’re interested in a multi-stop trip, or one that requires logistical planning (like a safari) or on-the-ground resources (like tours and transfers). 

Reason 4: Booking with a Fora Advisor means you’re supporting a small business.

I am a passionate travel lover building a small business of my own because I find fulfillment in planning and booking incredible trips for others. 

Whenever you book with me, you’re directly supporting an entrepreneur who is turning their knowledge and love of travel into a career. And that’s vacation planning that we can feel really good about.

But wait…how should I use my Amex?

Amex has a great points program, providing lounge access, Global Entry credit and numerous other perks that cardholders love.

My advice? Rack up points to use as statement credits. You can also use points to buy items through retail partners like Amazon, Dell and PayPal, plus Amex lets you buy gift cards for about 90 different brands. 

But save the travel bookings for me. I’ll do all the legwork and unlock a smoother, more personalized and VIP experience.