TORONTO — The newest entrant into Canadaʻs host agency sector has launched a price drop tool it says will benefit its travel advisor members, and travellers.

Fora says its new price drop feature automatically monitors every refundable GDS booking made through an advisor.

If the rate for the same room drops by at least 5% and $50, advisors are notified and can either rebook the same room at the lower rate or upgrade their client to a better room for the same price.

Fora says the functionality combines “cutting-edge tech with human travel expertise to redefine what it means to book smarter.”

Fora also recently rolled out a suite of upgrades to its Advisor Portal, including AI-powered hotel search, advisor-to-advisor delegation, smart itinerary building, and client review tools. All are designed to streamline planning, booking, and client management in one seamless platform, says the host agency.

Fora entered the Canadian market in April 2025, hosting members and partners later that month for a launch event. Fora was founded in New York City in 2021.