35 years in the relationship business: First in Service celebrates milestone

First in Service Travel LTD (F1S) is celebrating its 35th anniversary, marking more than three decades of growth, innovation and commitment to delivering extraordinary travel experiences for a discerning global clientele.

Founded on March 20, 1991, by sibling entrepreneurs Erika Reategui and Fernando Gonzalez, F1S has evolved from a New York-based agency into a global travel experience company covering luxury leisure, corporate and entertainment travel, operating across North America, Europe and Latin America — while maintaining its boutique feel and remaining steadfast in the culture and service ethos that defined it from the very beginning.

Today, F1S generates over $400 million in annual sales, supported by 138 principal advisor-led businesses and more than 200 total advisors worldwide.

 “Thirty-five years ago, we set out to build something different — an agency grounded in relationships, integrity and service without compromise,” said Fernando Gonzalez, Co-Founder of First in Service, in a press release.

“Today, we may be global in scope, yet we still hum like a boutique thanks to our continued proximity to our exceptional advisors. That balance is our superpower.”

Resilience through challenge

Over the last three and a half decades, F1S has navigated profound shifts in the travel industry — moments that tested not only its business model, but the resilience of the entire agency community.

From airline commission caps and cuts, to the advent of the internet and consumers’ ability to book travel online, to the devastation of the September 11 attacks, the global financial crisis of 2008, and the unprecedented disruption of the COVID-19 pandemic, F1S has endured — and evolved.

“There were many moments over the past 35 years when it could have been easier to simply step away,” said Erika Reategui, co-founder of First in Service, in a statement.

“Commission caps fundamentally altered our revenue model. The rise of online booking led many to question the relevance of travel advisors. 9/11 brought travel to a standstill. The economic meltdown of 2008 forced difficult decisions across our industry. And COVID tested every ounce of our resolve. Too many excellent agencies called it quits during these periods.”

 She continued: “We persevered because of our relationships — our deep trust with our advisor principals, our extraordinary team members and our loyal supplier partners. We never faced those challenges alone. That collective strength carried us forward and ultimately made us stronger.”

The Four Pillars of F1S

Central to F1S’ success is its One Global Network (1GN) philosophy — an operating framework that unites its international footprint under four pillars that revolve around people and collaboration, service and attention to detail, connectivity (offices are worldwide, Vancouver, Toronto and Montreal) and independence.

Since its inception in 1991, F1S has expanded into key international markets, including Canada, while maintaining the intimacy and attentiveness of a boutique agency.

Its clients span finance, fashion, entertainment, media and technology sectors — many of whom have remained with F1S for decades.

“We have grown thoughtfully and intentionally,” Gonzalez added. “Our goal has never been to grow for growth’s sake. It has always been about strengthening our community — our advisors, our partners and our clients.”

The company also recognizes the loyalty and contributions of those who have helped shape its 35-year journey.

“Our long-standing relationships — internally and externally — are the foundation of our success,” Gonzalez said. “Our advisors, team members and supplier partners have grown together with us, adapted with us and believed in our vision for decades. That continuity is rare, and we never take it for granted.” 

The F1S Team who have been with the company for 25-plus years include: Maria Mendes, Sherry Duksin, Miriam Guillen, Alison Corey and Margaret Gurmendi.

Key supplier partner representatives (with 25-plus years of mutual partnership) include: Karime Buraye, George Carrancho, Sari Freeman, Greg Liddell, Phillip Pena, Rick Stiffler and many more.

“All of us at First in Service pride ourselves on being in the relationship business,” Gonzalez added. “For us, it’s all about the meaningful partnerships with the people who have contributed to our success all these years.”

Looking ahead

As it enters its 36th year, F1S says it remains focused on strategic expansion that will continue to empower its advisors while deepening its partner network — all as it preserves the boutique sensibility that has defined the brand since 1991.

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