First in Service Travel LTD (F1S) – a leading global travel experience company – recently concluded its highly anticipated 2025 SUMM1T, bringing together its global network of travel advisors and valued supplier partners at the SLS Playa Mujeres, an Accor property in Cancun, Mexico. Using the theme, "Blueprint," the conference united F1S advisors – who were referred to during the conference as “Architects” – from the United States, Canada, Spain, Colombia, France, the United Kingdom, and Mexico for two days of collaboration, education, and strategic planning.
F1S CEO Fernando Gonzalez opened the SUMM1T by emphasizing the company’s One Global Network (1GN) philosophy, built upon four foundational P1LLARS: F1rst Culture, Fanat1cal Service, Front1erless, and F1ercely 1ndependent.
“While we had initially been focused on rebuilding First in Service, we quickly realized what a tremendous structure F1S already has with a solid blueprint – all we really needed was to remodel,” said Gonzalez, who introduced the F1S "Remodeling Project," a strategic initiative focusing on talent, operations, commercial growth, and community development. As part of this vision, he announced that F1S co-founder Erika Reategui is now transitioning to Chairwoman of F1S.
Gonzalez also highlighted the importance of community within the F1S culture, noting, “There’s not one person who joins this family culture without aligning with us first.” He spoke on the company’s upcoming 34th anniversary on March 20 and the significance of maintaining strong cultural values.
Growth, Success, and New Initiatives
Gina Gabbard, F1S Chief Strategy Officer and SUMM1T emcee, spoke about the strength of humble leadership and how it defines F1S. “It takes tremendous strength to remain humble, especially when successful. That starts at the top, and Fernando is a prime example of that humble leadership, and why we are all a part of this organization,” she said.
During the first general session on February 24, Gabbard provided an overview of F1S’ remarkable success since the previous SUMM1T, citing a 23% increase in year-over-year sales and an average annual sales figure of $2.3 million per F1S advisor. She also broke down F1S’ four key advisor verticals:
- Leisure (65%)
- Entertainment (16%)
- Corporate (12%)
- Group (7%)
Additionally, Gabbard highlighted F1S’ integral partnerships with travel suppliers. Notably, air sales comprised 47% of annual sales, with 63% of that volume in premium cabins and an 8.3% year-over-year increase in U.S. air sales (14% in Canada).
To support continued growth, F1S announced several major marketing initiatives, including the launch of an F1S Entertainment Program featuring 200+ luxury hotels tailored for entertainment travel, as well as country and vertical-specific advisor newsletters in respective native languages. Additionally, Gabbard announced the further Canadian expansion of F1S into Montreal with a new physical office later this year.
In line with its commitment to fostering the next generation of travel talent, F1S has partnered with Northeastern University’s co-op program, investing in the future of the travel industry.
Engaging Panels and Meaningful Discussions
The SUMM1T featured dynamic panels, discussions, and networking opportunities. A key highlight was a panel on the experience economy, moderated by Gabbard, which explored the meaning of lifestyle in travel. The panel received overwhelmingly positive feedback from advisors.
Another standout session was an unscripted executive chat between Gonzalez, Gabbard, and all supplier partners in attendance, offering a candid and transparent discussion about the evolving landscape of luxury travel partnerships.
Day two of the SUMM1T focused on F1S’ “Service Around the Sun” philosophy, recognizing the company’s global partnerships team spanning multiple time zones. The program featured keynote speaker Gilad Berenstein, a venture capitalist and founder of Brook Bay Capital, who highlighted how AI and travel have come together. Day two also featured an expanded advisor roundtable session – extended from one hour to two due to overwhelming demand. The event concluded with embracing the Mexican culture by recreating a Mexican marketplace and other cultural entertainment and activation stations; “MexiCash” was provided to advisors and suppliers to purchase goods from local artisans who were brought in for the event to help support the local community.
F1S Advisors Praise SUMM1T
In the immediate aftermath of the SUMM1T, advisors lauded First in Service for the valuable content and networking opportunities.
“The F1S SUMM1T is the ultimate gathering for our colleagues, preferred suppliers, and industry leaders – a place where we connect, learn, and celebrate the best in luxury travel,” said F1S Canada advisor George Alexandrou. “This year’s event exceeded expectations, reinforcing its value, and we’re already looking forward to an even more inspiring experience next year.”
“What an incredible SUMM1T in Playa Mujeres! SUMM1T 2023 was great and SUMM1T 2024 was awesome, but SUMM1T 2025 was spectacular!” exclaimed Amy Brueckner, Client Services for CIRE Travel, a United States-based affiliate of F1S. “Thank you so much for hosting us and for all of your hard work. So much clearly went into planning this year’s event, and it really shows. I had such great quality time with our partners and colleagues.”
“Our annual F1S SUMM1T at the beautiful SLS Playa Mujeres Resort was a wonderful opportunity to see our colleagues and travel partners from around the world,” stated Linda Montemarano, an F1S advisor in Canada. “It offered the opportunity to share information about all that is new and exciting in luxury travel. We return energized and informed to offer our clients inspiring travel ideas for their next adventure.”
“The F1S SUMM1T was both a celebration and a catalyst for growth, providing invaluable opportunities to strengthen partnerships and exchange insights in an incredible destination,” noted U.S.-based F1S advisor Jennifer Parant. “Thoughtfully curated, the event brought together the key ‘builders’ and ‘architects’ of our industry to collaborate, innovate, and foster genuine, authentic connections. I left feeling energized, proud, and deeply committed to representing F1S in the marketplace while delivering elevated and exceptional experiences for my clients!”
