First in Service Introduces F1RST Key AI Tool for Travel Advisors

First in Service is rolling out F1RST Key to help advisors find internal expertise faster, alongside optional regional, administrative and air-booking support.

By Andrew Collins Edited by Laura Mitchell 3 mins read Published: Nov 4, 2026 at 1:37 pm UTC Updated: Nov 4, 2026 at 1:38 pm UTC

First in Service Introduces F1RST Key AI Tool for Travel Advisors — First in Service is adding an internal AI tool and optional support services to reduce research and administrative work for its advisors. Photo: Glenn Carstens-Peters / Unsplash

Key Notes

F1RST Key is intended to help First in Service advisors find shared destination, supplier and specialist knowledge.
November is the planned rollout period, with summit reporting identifying beta testing as the initial stage.
Expanded F1RST Desk support will be optional and introduced in stages across regional, administrative and air-travel services.

First in Service Travel is introducing F1RST Key, an internal AI tool designed to help its advisors find destination knowledge, supplier information and specialist expertise more quickly. The November rollout comes alongside an expansion of the agency’s optional advisor-support services.

The company presented the plans at its F1S SUMM1T in Colombia. Travel Weekly reported the launch on November 3, while earlier coverage from the event described November as the start of beta testing.

Making the Agency’s Knowledge Easier to Find

F1RST Key is being developed around knowledge held within the F1S community. PAX’s summit coverage describes a closed environment intended to make community expertise, preferred-partner information and enhanced commission opportunities easier to access.

For an advisor researching a trip, that could mean finding a relevant supplier relationship or a colleague’s specialist knowledge without searching across separate conversations and resources. The aim is to reduce research time before the advisor shapes a recommendation for the client.

Chief strategy officer Gina Gabbard has emphasised that supplier relationships and an advisor’s judgment remain central. F1S positions the technology as a way to support the personalised advice its network already provides.

Optional Support for Administration and Air Bookings

Alongside the AI tool, F1S is expanding F1RST Desk for its international advisor network. The announced support covers three areas:

Dedicated regional teams to assist advisors in different markets.
Administrative specialists who can take on clerical and related work.
Air-travel assistance, including a desk to which advisors can refer clients when they do not handle flights themselves.

The services will be optional, with advisors choosing the help that suits their businesses. North America president Cindy Schlansky said the enhancements would be introduced in stages and had been developed with advisor feedback.

A Global Agency Investing in Advisor Support

The October 25–28 gathering at Sofitel Barú Cartagena marked F1S’s 35th anniversary. Founded in 1991 by Fernando Gonzalez and Erika Reategui, the New York-headquartered agency serves leisure, corporate, entertainment and group-travel clients.

Its 2026 Power List profile records $413 million in 2025 sales and 243 independent contractors. Its advisor network spans the United States, Canada, Colombia, Mexico, Spain and the United Kingdom.

The launch adds to a wider push to bring AI into agency operations. We previously covered Voyagier’s platform, which combines planning and booking tools for advisors. F1S’s announcement concentrates on access to internal knowledge and optional operational help, with beta testing offering the first opportunity to assess how that works in daily use.

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