The Owner

Coco Segura-Villalta.

Founder. Central American native. Reluctant tour operator; devoted trip composer.

A F.I.R.M. villa at dusk

The story

The F.I.R.M. began the way most good things do, quietly, and out of necessity. Friends kept asking Coco where to go, who to book, what to eat, and which villa was worth the flight.

He grew up between Costa Rica and the road, spending years navigating the seven countries between the isthmus with the kind of intimacy that only childhood, family, and time can build. He knew the guides who'd walked the same trails for thirty years. He knew which owner poured the best mezcal. He knew when the reef would be clearest.

Freedom In Roaming Matters is his thesis: that the best trips are not the ones you tick off a list, but the ones composed slowly, with people who know the place. The F.I.R.M. takes on a small number of guests each year. Every trip is authored personally. Every guest gets his number.

If that sounds like the kind of trip you've been looking for, send him a message.

The philosophy

"A great trip changes the shape of the year that follows it. That's what we're actually building."

Coco