First in Service (F1S) recently hosted its annual SUMM1T at the newly opened Conrad Orlando, drawing 250 travel advisors, supplier partners and F1S staff from global locations. This year’s theme, “Storytelling,” underscored the vital role F1S travel advisors play in shaping memorable journeys for their clients. F1S advisors gathered at the SUMM1T representing each of the agency’s three verticals: leisure, corporate and entertainment travel.
Erika Reategui, president of First in Service, set the tone with her opening address, welcoming attendees and highlighting the vision that has driven F1S since its inception in 1991. Reategui stressed the importance of storytelling in robust partnerships and enhancing client relationships. “Our stories—about our travels, our families, ourselves—truly bond us together. At F1S, our number-one priority is you, our incredible team, and partners,” she said, encouraging attendees to embrace their inner storyteller to foster connections and drive success.
Fernando Gonzalez, CEO of First in Service, delivered the keynote address, outlining its travel advisors’ role in the company’s achievements in 2023, along with current initiatives and strategic vision for the future. Central to his address was the introduction of the One Global Network (1GN), a new concept for F1S’ operations and further growth of its advisors.
Gonzalez emphasized that 1GN is more than just operational support; it is about creating a cohesive, multicultural environment that prioritizes efficient shared services and partnerships to drive growth. He described the four pillars constituting 1GN:
- F1RST Culture – Emphasizing a family-oriented, caring and nurturing approach
- FANAT1CAL Service – Ensuring consistent, exceptional service for leisure, corporate and entertainment travel across all operations
- FRONT1ERLESS – Promoting a borderless, multicultural environment globally that drives connectivity and diversity
- F1ERCELY Independent – Maintaining the unique identity and independence that defines F1S
In providing an overview of 2023, Gonzalez noted how F1S has “doubled down” on its focus on independent contractors, achieving a ratio of 3-to-1 ICs to staff. That growth also led to the reopening of physical offices in New York and Miami), launching a new Branch Network and achieving record sales of $313 million through its 225 advisors.
Gonzalez said that F1S is continuing a double-digit growth trajectory, which includes further developing tailored solutions for F1S verticals, expansion into new markets (United Kingdom, Mexico and Vancouver), as well as a new signed lease for a Los Angeles office in Culver City that will be home to the F1S entertainment vertical.
The SUMM1T also hosted travel advisor roundtables, focusing on key priorities including business development, culture, marketing and service fees. These sessions provided a platform for advisors to voice their needs and helped F1S gather crucial insights to further elevate its offerings.
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