Albion native started first travel agency; ‘Ask Mr. Foster’ expanded to 75 locations

With this succinct slogan, Albionite Ward G. Foster launched the first travel agency in Florida in 1888.

By Catherine Cooper, Orleans County Historian

“Illuminating Orleans” – Volume 5, No. 17

ALBION – “WARD G. FOSTER, 80, TRAVEL AGENT, DIES; His Slogan, ‘Ask Mr. Foster,’ Known to Tourists in All Parts of the World THE FIRM HAS 75 OFFICES A Woman in Charge of Each, After Long Training at Headquarters Here” – New York Times headline, March 18, 1940

This New York Times obituary headline from March 18, 1940, summarizes the career of Ward Grenelle Foster who died on March 17, 1940. Born in Albion on May 6, 1860, he was the son of Carlton T. Foster and Charlotte Corday Foster.

According to the 1879 Orleans County Directory, Ward’s father was a “hatter & furrier” with a store at the corner of North Main and West Bank streets. The family home was listed as 36 West State St.

Ward G. Foster established the first travel agency.

Ward attended the Albion Academy. He married Harriet Brainerd in 1884, and the couple moved to St. Augustine, Florida, which was then just beginning to realize its potential for tourism. Foster was employed as a timekeeper on the construction of Henry Flagler’s luxury resort in St. Augustine, the Ponce de Leon Hotel.

In 1888, the Fosters opened a gift, book and stationery shop across the street from the hotel. Foster had earned a reputation for being knowledgeable about the area’s activities and amenities as well as about transportation lines and timetables. Guests at the hotel were directed to his store with the instructions “Ask Mr. Foster” who graciously answered their queries.

Recognizing the potential of this market, Foster took over the advertising of a popular local publication “The Standard Guide to St. Augustine.” He added the statement: “Ask Mr. Foster for Further Advice” on every page and soon he was busy dispensing travel information and had unwittingly started the first travel agency.

Tourism in Florida expanded rapidly. Ward opened “Ask Mr. Foster” travel offices in Jacksonville and Palm Beach. In 1902, he opened an office in Washington D.C. By 1937 the “Ask Mr. Foster” travel service operated 70 Information Offices in 52 cities throughout the U.S. and Canada.

As the New York Times headline indicated, a unique feature of the Ask Mr. Foster offices was that they were managed by women. Foster recognized that gracious service, empathy and a sincere spirit of helpfulness in dealing with customers were key components for the success of his enterprise and he believed that women were more likely to possess those characteristics. The goodwill generated by such a service, he felt, would guarantee return visits and word-of-mouth promotion.

Naturally, this business model was successful. In 1936 over 400,000 customers received information, planned trips and tours, purchased tickets, and made hotel and transportation reservations, all free of charge.

The “Ask Mr. Foster” Travel Service Office is shown at the R.C.A. Building, Rockefeller Center, New York.

Foster sold the business in 1938 to a group which incorporated as the “Ask Mr. Foster Travel Service.” Though the business struggled during the war years, it rallied and in 1957, two of the stockholders bought the company for $157,000.

In 1972, Peter Ueberroth purchased the business for $1 million.

A complex series of corporate purchases ensued. Carlson Companies, Inc., acquired the business in 1979. In 1990, the name “Ask Mr. Foster” was retired and integrated into the Carlson Travel Network. This eventually became part of the Travel Leader’s Group corporation which evolved into the Internova Travel Group in 2020.

Internova, now one of the travel industry’s largest travel service companies, focuses exclusively on leisure, luxury and corporate clients. To this day, the company proudly traces its roots and ethos of service back to Ask Mr. Foster Travel.