US-based travel company First in Service Travel (F1S) is to open its first UK office with business travel stalwart Barry Whittaker being recruited as managing director.

F1S will officially open an office in the Covent Garden area of central London in February 2024. It plans to recruit a team of independent travel specialists who work with SMEs, as well as in sectors such as entertainment, film and TV production, fashion, media, and meetings and events.

Whittaker, who celebrated 50 years in the travel industry in 2019, previously worked for travel management company Tzell for 15 years before leaving in early 2023.

New York-based F1S was founded by siblings Fernando Gonzalez and Erika Reategui in 1991 and has already established an office in Madrid, alongside operations in New York, Los Angeles, Miami, Bogota and Toronto.

Gonzalez said: “We are thrilled to establish our presence in the United Kingdom – a move that has been long in the making.

“Our expansion into London and accelerated growth in Madrid underscores our commitment to providing unparalleled travel experiences across Europe. 

“With Felipe Ferrer at the helm in Madrid, we are confident in our ability to deliver exceptional service to clients in the region.”

F1S, which also specialises in selling luxury leisure travel, said it was not disclosing details about how many UK-based advisors it has currently signed. Although the company said it had seen “considerable interest in its brand and organisation within the UK”.

The company’s original plans to launch operations in the UK had to be delayed due to the start of the Covid-19 pandemic in 2020.