From Almost Quitting to Fora Pro: Two Years of Booked by Alex

Oct 21

*Taken on Table Mountain in Cape Town, South Africa. I'd say the business has hit a peak, but I'm hoping there's still plenty of climbing left.*

Almost two months ago, I hit a milestone I'd been quietly chasing all year: Fora Pro status. I've been sitting with it ever since, partly because I'm proud, and partly because I'm still a little amazed.

If you'd told me a year ago that I'd not only reach my biggest goal for 2026 but double it before the year was out, I'm not sure I would have believed you. So I wanted to take a moment here, on my own little corner of the internet, to share what this milestone means, how I got here, and why I almost didn't.

What is Fora Pro, anyway?

If you're not in the travel industry, "Fora Pro" probably doesn't mean much to you, so let me explain.

I'm an independent travel advisor working under Fora Travel, my host agency. Fora gives advisors the backing of a larger company (supplier relationships, booking tools, perks for clients) while we each run our own business. Pro is a status Fora awards to advisors who have proven they've built something real.

To earn it, an advisor has to hit three benchmarks within a single calendar year:

$100,000 in commissionable bookings
At least 10 unique clients served
At least 5 client reviews

Here's the part I love: Pro isn't a badge you earn once and keep forever. It has to be re-earned every year. So it's not about having signed up or dabbled. It's proof that you're actively doing the work, consistently, for real clients who trust you with their trips.

For my clients, it means added credibility and access across the industry. For me, it's a sign that this business I've been building isn't just a dream anymore.

Four months early, then doubled

Reaching Pro was one of my biggest goals for 2026. I hit it four months ahead of schedule.

And then I kept going. As of today, I've done over $200,000 in bookings this year, double the Pro benchmark.

I want to put that number in context, because it matters to me. I run Booked by Alex completely on my own. There's no team behind the scenes, no assistant, no marketing department. Every inquiry, every proposal, every late-night supplier email, every itinerary tweak, every "just checking in before you fly" message comes from me. As an independent advisor running a solo business, $200K in a single year is a milestone I'm incredibly proud of.

The timing makes it even sweeter. This November marks two years since I started Booked by Alex. Two years ago, this was an idea and a lot of hope. Now it's a real business with real clients, real reviews, and real momentum.

The part I don't usually say out loud

It would be easy to post the number and leave it there. But that wouldn't be the whole story.

This hasn't been a straight line. There have been plenty of hurdles along the way, and more than one moment where I seriously considered letting the business go. Moments where I thought about going back to something more stable, with a predictable paycheck and fewer unknowns. Before Booked by Alex, I spent four years as a project and marketing manager at a creative agency, so I know exactly what that kind of stability looks like. Some days, it looked pretty appealing.

Running your own business means the slow months are yours to carry. So are the setbacks, the self-doubt, and the moments you wonder if you're doing any of it right.

Milestones like this one are what remind me that the work is worth it. That the hours I'm putting in are building something. And that I'm allowed to be proud of it.

I'm sure there will be more hurdles ahead, and more days that make me question myself. That's part of the deal. But I'm learning to lean on my experience, trust what I know, and keep going.

1% is more than 0

If there's one mindset that has carried me through this year, it's this: I learn something new every single day.

Sometimes it's big, like a new destination, a new supplier relationship, or a smarter way to structure a proposal. Sometimes it's small, like a better way to answer a client question or a detail I'll remember for the next honeymoon I plan. Even on the days it only makes me 1% better, I count it.

Because 1% is more than 0. And over two years, all of those small days have added up to something I'm really proud of.

Thank you

None of this happens without the people who have trusted me along the way.

To every client who handed me their honeymoon, their anniversary, their milestone birthday, or their bucket list trip: thank you. Planning something that meaningful for you is a privilege I never take lightly.

And to everyone who has supported Booked by Alex in any way, whether you sent a referral, shared a post, left a review, or booked a single hotel night through me: thank you. As a small business, I promise you that every booking goes a long way. It all adds up, and it means more than you know.