First in Service Travel

What First in Service Travel does

First in Service Travel (F1S) is a privately held, founder-led luxury travel agency founded in 1991 in New York by sibling co-founders Erika Reategui and Fernando Gonzalez. The company operates across four service verticals — Leisure, Corporate, Entertainment, and Events — serving high-net-worth individuals, Fortune 500 enterprises, entertainment-industry clients, and organizations requiring complex group logistics. F1S monetizes primarily through supplier commissions on bookings made by its network of independent travel advisors, with quote-based pricing that is not publicly disclosed.

The company runs a custom travel management technology platform that includes secure data transmission exceeding GDPR standards, real-time itinerary updates, an interactive traveler location map for corporate duty-of-care, and AI-powered travel trend analysis. Corporate clients access the service through the proprietary One Global Network (1GN) framework, which standardizes service delivery across all global offices. Distribution is delivered via nine owned offices across three continents (New York, Los Angeles, Miami, Bogotá, London, Madrid, Mexico City, Toronto, Vancouver), Virtuoso network membership, and referral relationships with 20+ luxury hotel brands including Belmond, Dorchester Collection, Four Seasons, Rosewood, Shangri-La, and Preferred Hotels & Resorts.

F1S has grown entirely organically with no external funding rounds, maintaining founder-led ownership and continuous independent operation since 1991. Recent strategic priorities have centered on geographic expansion into Latin America (Mexico City LATAM hub with 15 advisors in Mexico plus coverage of Colombia, Peru, and Uruguay), operational scaling through 24/7 in-house and after-hours support services launched in 2025, and ecosystem extensions including the F1S Helps 501(c)(3) nonprofit (October 2024) and Paper & Diamond wellness-travel subsidiary. Content platforms F1RST Magazine and F1RST Look support top-of-funnel acquisition, while the SUMM1T annual summit and earned media in Travel Weekly and other luxury travel trade publications reinforce brand positioning.

Name

First in Service Travel

Legal name

First in Service Travel Ltd.

Website

https://firstinservice.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

First in Service Travel is a privately held, founder-led luxury travel agency operating nine offices across three continents, serving high-net-worth leisure travelers, Fortune 500 corporate clients, entertainment-industry professionals, and events clients through a network of independent advisors earning commissions on bookings.

Ownership category

akta.pro rank

Product category

Luxury Travel Agency Services

NAICS

Travel Agencies (561510), Tour Operators (561520)

SIC

Transportation Services (4700)

akta.pro primary industry

Luxury & Premium Leisure Travel Agencies (THAKABAC)

akta.pro secondary industries

Online/Hybrid Corporate Travel Agencies (Self-Booking + Support) (THAKACAB), Duty of Care, Traveler Tracking & Risk Management (THALANAD), VIP, Executive & Roadshow Travel Services (THAKAMAK), Corporate Travel & Accommodation Coordination (HSACADAL)

Keywords

• Luxury travel agency
• Corporate travel management
• Leisure travel advisory
• Entertainment travel services
• Event management travel

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Travel Agency Commissions: F1S acts as an agent for travel suppliers (airlines, hotels, ground transportation, cruises, tours) and earns commissions on bookings made through their network of advisors.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

First in Service Travel is a luxury travel agency that books and manages high-end leisure, corporate, entertainment, and event travel through a global network of independent travel advisors. The company earns commissions on bookings of flights, hotels, cruises, tours, and ground transportation made on behalf of high-net-worth individuals, families, Fortune 500 corporations, and entertainment industry clients. It supports clients with 24/7 in-house service, exclusive preferred-partner amenities at 20+ luxury hotel brands, and proprietary technology for itinerary tracking and corporate duty of care.

Product overview

First in Service Travel operates as a diversified travel experience company with a portfolio of integrated services. The core offering centers on F1S Expertise, providing four specialized travel segments: Leisure, Corporate, Entertainment, and Events, supported by the One Global Network (1GN) framework. Content-driven platforms include F1RST Magazine and F1RST Look, which provide editorial travel content and hotel opening previews. The company also operates F1S Helps as its 501(c)(3) charitable foundation. Annual programming includes the SUMM1T summit event. With nine offices across three continents, the company delivers services through a network of independent travel advisors.

Differentiator

Problem solved

Functional benefit

Products and services

• Leisure Travel Services Personalized luxury leisure travel advisory offering customized trip planning, exclusive access experiences, and 24/7 availability for high-net-worth individuals, families, and solo travelers seeking luxury vacations, destination celebrations, wellness retreats, and family trips.
• Corporate Travel Services Comprehensive business travel management for Fortune 500 companies and large international enterprises, including duty of care, risk management, travel policy development, and technology-enabled booking solutions with 24/7 support delivered through the One Global Network (1GN) framework.
• Entertainment Travel Services Specialized travel management for entertainment industry clients including music artists, actors, producers, directors, and entertainment executives, covering concert tours, film production travel, celebrity logistics, and private jet arrangements with 24/7 availability.
• Events Management Full-service event production for corporate clients and organizations, covering corporate retreats, incentive trips, trade shows, product launches, conferences, and galas with expert planning, coordination, and vendor management.
• F1RST Magazine Editorial content platform featuring travel stories, destination guides, hotel reviews, travel tips, and advisor stories across categories including F1RST Selects, Weekend Away, Big Adventure, and Culture Club.
• F1RST Look

Quantifiable outcome

• 15 luxury leisure advisors joined in Mexico alone during LATAM expansion

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

24 partnerships are on record, tiered core and minor.

• BelmondcoreStrategic or Co-development PartnerBelmond is a portfolio of luxury properties offering authentic and unique experiences. F1S advisors provide unparalleled knowledge and service for Belmond's discerning guests, creating a perfect match for luxury travelers.
• Dorchester CollectioncoreStrategic or Co-development PartnerShares common goals and values with F1S. Teams work closely together to meet high expectations and emotional needs of clients traveling away from home.
• Four Seasons Hotels and ResortscoreStrategic or Co-development PartnerAs Preferred Partners, First in Service advisors share Four Seasons' commitment to exceptional quality experiences and premium service.
• Hyatt HotelscoreStrategic or Co-development PartnerLong-standing partnership with Hyatt Hotels, working with inspiring travel professionals who are knowledgeable, innovative, and high-touch.
• IHG Hotels & ResortscoreStrategic or Co-development PartnerSupports a wide variety of IHG brands from cost-effective to ultra-luxury. Recognized as a well-rounded, organized, and efficient partner with fun team connections.
• JumeirahminorStrategic or Co-development PartnerParticipates in Jumeirah's Passport to Luxury program offering exclusive benefits including upgrades, VIP amenities, and hotel credits for suite bookings.
• Langham Hospitality GroupminorStrategic or Co-development PartnerDelighted to have F1S as one of their exclusive travel partners, creating unforgettable travel experiences together.
• Oetker CollectioncoreStrategic or Co-development PartnerDelighted to work with F1S and their outstanding leaders and advisors. Partnership is key for creating meaningful connections in the world's most endearing places.
• Rocco Forte HotelscoreStrategic or Co-development PartnerExclusive preferred travel partner. Working with highly professional advisors to create unforgettable travel memories that last a lifetime.
• Rosewood Hotel GroupcoreStrategic or Co-development PartnerCollaboration has resulted in unforgettable moments and cherished memories. F1S's commitment to unparalleled travel experiences aligns with Rosewood's vision of exceptional hospitality.
• Shangri-LacoreStrategic or Co-development PartnerPartnership seamlessly weaves luxury, comfort, and sophistication into each traveler's voyage. F1S's personalized approach mirrors Shangri-La's own ethos.
• Viceroy Hotels and ResortsminorStrategic or Co-development PartnerTogether with F1S innovative travel advisors, creating authentic, culturally connected travel memories showcasing Viceroy destinations.
• B SignatureminorStrategic or Co-development PartnerF1S understands what makes B Signature unique and shares the same client focus, enabling best recommendations for shared clients.
• Marriott International Luxury BrandscoreStrategic or Co-development PartnerLong history working together. F1S advisors' knowledge of their clients helps Marriott customize stays based on individual guest needs and passions.
• Preferred Hotels & ResortscoreStrategic or Co-development PartnerF1S provides professionalism and quality that Preferred Hotels can always count on. Strong partnership with trust and loyalty from Fernando, Erika, and their network of advisors.
• Design HotelsminorStrategic or Co-development PartnerF1S passion for authentic travel aligns with Design Hotels fundamentals. Advisors understand individual client needs and style to match with their unique portfolio.
• Hilton Luxury Brands (Impresario)coreStrategic or Co-development PartnerOriginal member of Impresario, supporting Hilton Luxury Brands since inception. Working globally with advisors and senior leadership across US and Europe.
• Baglioni Hotels & ResortsminorStrategic or Co-development PartnerProud to count F1S as one of their 'Dolce Vita' preferred partners. Honored to have F1S as part of Baglioni Family.
• Kempinski HotelsminorStrategic or Co-development PartnerFounding member of Kempinski's preferred partner program Club 1897. Shared passion for creating authentic, unique experiences across destinations.
• Melia Hotels InternationalminorStrategic or Co-development PartnerEsteemed preferred travel partner. Exceptionally skilled advisors consistently curate extraordinary travel experiences.
• Monte-Carlo Société des Bains de MerminorStrategic or Co-development PartnerMonte-Carlo Best Partner Gold status. Innovative and professional advisors have led to successful partnership developing high yield sales on their hotel portfolio.
• VirtuosocoreChannel Partner/ Reseller/ DistributorLeading luxury travel network that F1S joined in 2015. Provides access to additional advisors, preferred partner benefits, and industry recognition.
• Kennedy TravelminorStrategic or Co-development PartnerOne of the first leisure agencies in the world specializing in LGBTQ travel. Partnership established in 2003.
• Tzell Travel GroupminorStrategic or Co-development PartnerMajor industry partnership established in 2006 with the Tzell Travel Group leader.

Scale indicators4 records

Recent moves16 records

Expansion highlights5 records

Direct peers

• Travel Edge: Travel Edge is a North American luxury travel agency and TMC focused on high-touch leisure and corporate travel; similar in business model, customer profile, and Virtuoso participation to First in Service.
• Altour: Altour is a large U.S.-headquartered corporate travel management company with a significant luxury leisure practice; comparable to F1S in serving Fortune 500 corporate accounts and HNW leisure clients with personalized advisor models.
• Brownell Travel: Brownell Travel is a Virtuoso-member luxury leisure travel agency with a focus on personalized advisor service; comparable to F1S in targeting HNW families and leisure travelers with high-touch bespoke itineraries.
• Protravel International: Protravel International is a luxury travel agency and TMC serving high-net-worth leisure and corporate clients; it is part of Internova Travel Group and directly competes with F1S in the premium U.S. corporate and luxury leisure segment, including Virtuoso membership overlap.
• FROSCH: FROSCH is a luxury leisure and corporate travel management company with a strong entertainment industry practice; directly comparable to F1S in targeting HNW travelers, celebrity/entertainment clients, and corporate accounts.
• Valerie Wilson Travel: Valerie Wilson Travel is a privately-held New York luxury travel agency serving HNW leisure and corporate clients; closely comparable to F1S in size, advisor-led model, and luxury positioning.
• Avenue Two Travel: Avenue Two Travel is a corporate travel management and luxury leisure agency serving mid-to-large enterprises; comparable to F1S in combining corporate TMC services with luxury leisure offerings.

Broad incumbents

• Internova Travel Group: Internova is a large travel services conglomerate that owns multiple luxury and corporate agencies (including Protravel); comparable as a broader incumbent in the same luxury/corporate agency space as F1S, though much larger and more diversified.
• American Express Global Business Travel (Amex GBT): Amex GBT is one of the largest global corporate travel management companies and competes with F1S's corporate segment for Fortune 500 accounts, but at a vastly larger scale and with broader technology and global footprint.
• Travel Leaders Group: Travel Leaders is a large U.S. travel agency network with both leisure and corporate divisions; comparable to F1S in offering agency services to luxury and corporate clients, though at significantly greater scale and with a franchise-driven model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/1stinservice
• Facebookfacebook.com/FirstInServiceTravel
• LinkedInlinkedin.com/company/first-in-service-travel
• Instagraminstagram.com/firstinservice

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about First in Service Travel