Fora Travel appoints former Block executive Alanna Gregory as its first CMO

AI-driven travel platform Fora Travel has hired Alanna Gregory, formerly VP of marketing at Block, as its inaugural chief marketing officer.

Fora Travel, an AI-powered marketplace that connects human travel agents with vacation planners, announced the hiring of Alanna Gregory as its first chief marketing officer. Gregory arrives from Block, where she served as vice president of marketing, and will prioritize establishing a strong brand identity, growing the advisor community, and constructing a "best-in-class" sales and marketing team. The move comes after Fora secured $60 million in new capital, bringing its valuation to $1 billion, and aims to enhance the AI tools offered to its 15,000+ advisors who have booked over $3 billion in travel since 2021.

Analysts say the firm must still build consumer awareness, competing with established travel brands like Expedia and Airbnb as well as AI-based planning tools. Gregory plans to leverage Reddit engagement and a centralized data library to streamline messaging and automate parts of the marketing workflow. Past campaigns have featured partnerships with luggage maker Away and dog-friendly airline Bark Air, and Gregory hopes to introduce bold, experimental tactics similar to those she oversaw at Block's Cash App.