First in Service (F1S) has announced the formal launch of its operations in Mexico, appointing travel industry leader Nancy Mendoza as general manager for Latin America (LATAM). Based in Mexico City, Mendoza will oversee the F1S travel advisor relations across LATAM, as well as the strategic direction of the company throughout the region.
Additionally, industry veteran Lorena Barraza has been tapped as manager of partnerships for LATAM; based in Mexico, Barraza oversees all F1S supplier relationships for LATAM.
Prior to the launch, F1S had been building its presence in Mexico, having attracted 15 luxury leisure advisors to its fold. Across LATAM, travel advisors from Colombia, Peru and Uruguay have also joined the travel experience company. According to F1S leadership, the company’s family atmosphere consistently ranks as the primary reason advisors have sought out affiliation with the company.
“We are thrilled to formally plant the F1S flag in Mexico, after considerable time devoted to building our First in Service presence here,” said Fernando Gonzalez, CEO and co-founder of F1S. “Nancy Mendoza and Lorena Barraza bring not only a deep understanding of the Latin American travel market but also a proven commitment to empowering advisors. Their experience and passion align perfectly with our vision to develop a connected, collaborative and fiercely independent network across LATAM.”
Mendoza joins F1S with over a decade of experience in the luxury leisure travel sector. She spent nearly a decade with Felgueres Travel Group, where she led luxury supplier relations, managed Virtuoso engagement, coordinated advisor onboarding and drove commercial strategy. Most recently, Mendoza served as new business & industry relations manager at NUBA, where she focused on recruiting top-tier advisors and optimizing internal operations.
Mendoza’s appointment signals a key phase in the company’s international strategy, which embodies its 1GN (one global network) philosophy. F1S LATAM will initially focus on luxury leisure travel, leveraging the company’s deep supplier partnerships and global infrastructure.
“Nancy’s leadership will be instrumental as we grow our presence throughout Latin America,” added Gonzalez. “Our advisors in Mexico, Colombia, Peru and Uruguay already reflect the entrepreneurial, service-obsessed spirit that defines F1S. With Nancy at the helm, we’re just getting started.”
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