Travel agency Fora has raised $60 million in its latest funding round, valuing the company at $1 billion. Founded in 2021 as a two-part platform, it supports both aspiring travel agents and those seeking expert advice for their trips.

The fund will be used to expand the AI assistant Via, which handles mundane tasks while allowing human agents more time for client relations. Since its launch, Fora’s agents have booked over $3 billion in travel, mostly from new-to-advising users.

While some might fear AI is replacing humans, Fora aims to enhance productivity rather than displace them. The company sees potential in expanding into other travel sectors like cruises and flights, aiming for even greater growth.

This development could mean more personalized trips or simply a smoother booking process, but one thing’s clear: the way we plan holidays is about to get tech-savvy.