F1S conference welcomes 100+ travel pros in Costa Mujeres

Travel Press Today is onsite as the exclusive Canadian media partner for the First in Service (F1S) Conference, taking place this year in Isla Mujeres, Mexico.

The lively atmosphere welcomed both advisors and suppliers for what promises to be a fun and informative event.

Hosted at the SLS Mujeres, the F1S Conference has brought together more than 100 service-oriented travel advisors, including the top 10 advisors from Canada, the U.S., Colombia, France, Mexico, Portugal, and Spain. Over the next three days, attendees will engage in networking, training, and one-on-one meetings with suppliers.

A legacy of excellence

First in Service (F1S) was founded in 1991 by siblings CEO Fernando Gonzalez and president Erika Reategui in New York City. Their first client was the Embassy of Spain, but they quickly carved out a niche in the fashion industry, working with heavyweights such as Ford Models, Wilhelmina, and Elite Model Management.

By 1995, F1S began onboarding independent consultants, and in 2011, the company expanded internationally with its first office in Bogotá, Colombia. Over the years, multiple offices have opened across the U.S. and internationally, including in Spain, the U.K., Mexico, and Canada.

Since its Canadian launch in 2019 under the leadership of Willa Griffin, F1S has seen significant growth in the market. In just four years, Canada has rapidly become the company’s second-largest market after the U.S., with a hub in Toronto and expansion plans in Montreal and Vancouver.

2021 was also a pivotal moment for F1S, as it became a Virtuoso-affiliated agency during the height of the pandemic. Looking ahead to 2025, F1S will focus on growing its Canadian advisor base across its three verticals—luxury leisure, corporate, and entertainment travel—while strengthening supplier and destination partnerships. The company is also considering regional events to further engage with the market.

To support this expansion, Andrew Jones has been appointed director of leisure partnerships, based in Toronto, underscoring F1S’s commitment to investing in Canada-specific resources for advisors and supplier partners.

Jamie Fox, Senior Manager, Global Sales, Air Canada and Dianne Pedroso, Area Sales Manager, Air Canada Vacations.

Recognition and industry impact

F1S has already achieved impressive milestones. 2025 marks the fourth consecutive year the company has received Air Canada’s Circle of Excellence Platinum recognition. F1S achieved Platinum status in record time—just three years after launching operations in Canada.

“Our primary purpose for the F1S SUMM1T is to bring together our advisors and supplier partners to celebrate our shared success and build on that success,” said CEO Fernando Gonzalez.

For the 28 Canadian advisors in attendance, this means direct access to leadership and preferred suppliers within the network.

Strong supplier partnerships

Accor is set to be the title sponsor for this year’s event, with Delta joining as the Elite Sponsor.

Other key luxury suppliers participating include Ultimate Jet Vacations, Hotels Xcaret, A&K Luxury Expedition, Crystal Cruises, Abercrombie & Kent, Marriott Luxury Group, Celebrity Cruises, Royal Caribbean, Silversea, Hyatt Hotels and Resorts, On Location Experiences, SHA Wellness Clinic, West Hollywood Travel & Tourism Board, Regent Seven Seas Cruises, AmaWaterways, and Hilton Luxury Brands, which includes Arizona Biltmore and LXR Hotels & Resorts. Additional partners include Blueprint Worldwide, The Manner, and Nizuc Resort & Spa.

Canadian-specific suppliers involved in the event include Air Canada and Air Canada Vacations.

With its continued focus on expansion and excellence, F1S is poised for even greater success in the Canadian market.