by Jen Mallia
Last updated: 11:15 AM ET, Wed August 20, 2025
The 2025 Virtuoso Global Awards were held at a gala event during Travel Week in Las Vegas last week. The Best Agency Culture for Canada award went to First in Service Travel (F1S). The agency has offices in Vancouver and Toronto.
“We are incredibly proud of our Canadian team for earning this honor. Under the leadership of Willa Griffin, who oversees our Canadian operations, our advisors have built a culture rooted in care and partnership that is second to none,” says Fernando Gonzalez, CEO of First in Service. “This award is a testament to the trust they’ve fostered with their clients, the respect they’ve built with their supplier partners, and the mutual support they show each other as colleagues. At First in Service, we believe culture is not just a philosophy, but a daily practice – and our Canadian team exemplifies that every single day.”
The award recognizes the crucial role culture plays in driving organizational success, attracting top talent, and creating an environment where advisors thrive. It was noted that First in Service Canada stood out in this category for “the strength of its inclusive, collaborative approach that prioritizes advisor and client well-being.”
“Virtuoso Awards celebrate those who are shaping the future of luxury travel through integrity, outstanding service and unforgettable experiences,” said Virtuoso Chairman and CEO Matthew D. Upchurch. “These annual awards celebrate the exceptional members and partners who bring our shared purpose to life: enriching lives through human connection and the power of travel. First in Service exemplifies the innovation, collaboration, and unwavering commitment that define our network, and they deserve to be recognized for their dedication that elevates the Virtuoso network and the industry as a whole.”
For information on joining F1S, advisors are invited to email [email protected].
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