TLDR: Travel host agency Fora has announced the acquisition of Legends, an AI technology startup. This strategic move aims to integrate Legends’ AI-powered platform, which specializes in customer behavior and preference insights, directly into Fora’s core operations, including its advisor portal and consumer-facing products. The acquisition is set to significantly enhance Fora’s service offerings and operational efficiency.
In a significant development for the travel industry, host agency Fora has acquired Legends, an artificial intelligence (AI) startup, with plans to seamlessly integrate its advanced technology across Fora’s comprehensive platform. The acquisition, announced on August 7, 2025, underscores Fora’s commitment to leveraging cutting-edge technology to enhance both its travel advisors’ capabilities and its consumer-facing services.
Legends’ core offering is an AI-powered platform designed to collect and analyze data, providing deep insights into customer behavior and preferences. This technology is expected to be a game-changer for Fora, allowing for more personalized client interactions, improved lead generation, and smarter matching of clients with travel options.
Jake Peters, co-founder and chief product and technology officer at Fora, revealed that discussions with Legends’ co-founders, Shaina Shiwarski and Stephanie Daniel, had been ongoing for several years. Peters emphasized the strategic rationale behind the acquisition, stating, ‘Ultimately, it made the most sense to make this part of our core platform — not just add on.’
The integration of Legends’ AI technology will extend across various facets of Fora’s operations. This includes the Fora Advisor Portal, consumer-facing products, and future supplier-facing products currently under development. For travel advisors, the technology will not only augment their client interactions but also significantly improve the power of Fora leads and facilitate more intelligent matching processes.
As part of the acquisition, Shiwarski and Daniel will join Fora’s executive team. Shiwarski, who has been a Fora advisor since 2024, will assume the role of vice president of product. Daniel will serve as general manager of Legends and vice president of strategic initiatives, bringing their expertise directly into Fora’s leadership.
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While the specific financial terms of the acquisition were not disclosed, the move highlights a growing trend in the travel sector towards adopting AI to refine customer experiences and streamline operations.
