Read Blog

FAM trips are one of the most valuable yet sometimes underutilized tools in a travel agent’s arsenal. As a travel professional, I’ve discovered that familiarization trips offer incredible opportunities to enhance expertise, build networks, and ultimately boost sales. This magical guide will walk you through everything you need to know about FAM trips-from what they are and how to find them, to maximizing your experience and leveraging what you’ve learned to grow your business!

What Are FAM Trips?

FAM trips, short for “familiarization trips,” are specialized journeys designed specifically for travel industry professionals. These trips provide firsthand experience of destinations, properties, and services that you, as a travel agent, may recommend to your clients.

Definition and Purpose

A FAM trip is a promotional tour organized by travel suppliers, destination management organizations, hotels, resorts, cruise lines, or tourism boards with one primary purpose: to familiarize travel professionals with their offerings. As the travel industry becomes increasingly competitive, these educational experiences have become essential tools for both suppliers and travel agents alike.

Unlike regular vacations, FAM trips serve a distinct professional purpose. They typically include complimentary or heavily discounted accommodations, meals, and activities that showcase the highlights and unique selling points of locations or properties. The fundamental philosophy behind FAM trips is simple but powerful: when you’ve personally experienced a destination, you can sell it more effectively and authentically to your clients.

Types of FAM Trips

Not all familiarization trips follow the same format. According to industry experts, there are several distinct types:

1. Working FAM Trips: These feature fast-paced itineraries filled with multiple site inspections, tours, and scheduled networking sessions. They’re designed to maximize exposure and experience in a limited time frame, often requiring early mornings and long days.

2. Experiential FAM Trips: These offer more relaxed schedules allowing for deeper immersion in local culture, often including leisurely activities alongside key tours. The goal is to create memorable experiences that you’ll vividly recall and share with your clients.

3. Award FAM Trips: These exclusive, fully sponsored trips are offered to top-producing travel advisors as a reward for their performance. They recognize and further incentivize high performers while providing opportunities to experience luxury or unique aspects of a destination.

4. Seminars at Sea: Similar to traditional FAM trips but offered specifically by cruise lines, giving agents the chance to experience ships and sailing itineraries firsthand.

Who Participates in FAM Trips?

FAM trips typically host a range of travel industry professionals, including:

• Travel agents and advisors

• Tour operators

• Travel journalists and editors

• Travel bloggers and influencers

• Meeting planners

• Sometimes guests of travel agents (though this varies by supplier)

Participants are generally selected based on their potential to generate business for the hosting entity, their audience reach, or their past performance in sales.

Benefits of FAM Trips

For Travel Agents

The advantages of participating in FAM trips extend far beyond simply enjoying discounted travel:

1. Firsthand Experience: There’s simply no substitute for experiencing a destination or service personally. When you’ve seen a resort or been on a cruise for yourself, you can better help your clients understand what to expect. The more first-hand experience you have, the better you will be able to choose the perfect vacation for your clients based on their wants and needs.

2. Enhanced Credibility: Being able to say “I’ve been there” instills confidence in your clients. This authenticity builds trust that can’t be achieved through simply studying brochures or websites.

3. Better Sales Ability: Detailed personal knowledge makes it easier to match clients with the right experiences. After a FAM trip, you’ll be better equipped to identify which clients would be perfect for specific properties or destinations.

4. Marketing Content: FAM trips provide opportunities to gather photos, videos, and stories that can be used in your marketing efforts. Taking pictures and video during a site inspection has helped many agents “close the sale” by sharing authentic visuals and insights with clients.

5. Professional Development: These trips allow you to expand your knowledge base and stay current with industry offerings and trends.

6. Networking Opportunities: While on FAM trips, you’ll connect with other travel agents, sharing best practices and building relationships that can benefit your business for years to come.

For Suppliers and Hosts

From the perspective of suppliers and destinations, FAM trips are strategic marketing investments:

1. Increased Sales: When travel agents experience a product firsthand, they’re more likely to recommend it to their clients.

2. Brand Awareness: Hosting FAM trips generates buzz and awareness among influential industry professionals.

3. Relationship Building: These trips foster personal connections with the travel professionals who can drive business their way.

4. Education Opportunity: Suppliers can ensure travel agents have accurate, detailed knowledge about their offerings, resulting in better-qualified leads and bookings.

5. Feedback Collection: FAM trips allow suppliers to gather valuable insights from industry professionals about their products and services.

How to Find FAM Trip Opportunities

Sources and Resources

Finding quality FAM trip opportunities requires knowing where to look:

1. Host Agencies: If you’re affiliated with a host agency, they often have access to exclusive FAM trips for their agents. Many host agencies have excellent relationships with top suppliers, allowing their agents to get great deals and have wonderful experiences on FAM trips.

2. Supplier Newsletters: Many hotels, resorts, cruise lines, and tour operators send out regular newsletters announcing upcoming FAM opportunities.

3. Industry Associations: Organizations like ASTA (American Society of Travel Advisors) often share FAM trip announcements with their members.

4. FAM Trip Directories: Websites like FAMRates.com specialize in listing available FAM trips.

5. Direct Outreach: Don’t be afraid to request FAM opportunities directly from suppliers. With a little work, you can arrange comped FAM trips for yourself and other agents.

6. Tourism Board Websites: Many destination marketing organizations list upcoming FAM trips on their travel trade sections.

7. Networking: Fellow travel agents, Business Development Managers, and industry colleagues can be great sources of information about upcoming opportunities.

Qualification Requirements

Not all travel professionals qualify for every FAM trip. Common requirements include:

1. Valid Travel Agent Credentials: Most FAM trips require proof that you’re an active, legitimate travel agent (IATA, CLIA, or other recognized credentials).

2. Production History: Some FAM trips, especially those to luxury properties, may require proof that you’ve booked similar properties in the past.

3. Target Market Alignment: Suppliers want agents who sell to their target demographic. If you specialize in family travel, you might not qualify for an adults-only resort FAM.

4. Geographic Location: Some FAMs target agents from specific regions or countries.

5. Agency Affiliation: Certain FAM trips are exclusively available to agents affiliated with particular consortia or networks.

Preparing for a FAM Trip

Research Before You Go

Preparation is crucial for maximizing your FAM trip experience:

1. Study the Host/Destination: Learn about the supplier or destination before arrival. Consider taking any specialist courses or training programs the brand offers before the FAM. This will help you get more out of the experience.

2. Identify Your Goals: Determine what specific knowledge you want to gain from the trip.

3. Prepare Questions: Create a list of questions that your clients commonly ask about this type of destination or product.

4. Research Your Fellow Participants: If possible, learn about who else will be attending for networking opportunities.

What to Pack

Based on expert advice, here are some essential items to bring:

1. Comfortable Shoes: FAMs require a lot of walking and sometimes it means that you are walking hills and navigating steps. Comfortable shoes will be your lifesaver, especially if you are seeing multiple properties.

2. Portable Battery Charger: A portable battery charger will ensure that your phone has plenty of battery life. When you are taking pics and videos for an extended period of time, it will drain your battery.

3. Business Cards: Pack plenty of business cards to hand out to resort staff when you’re introducing yourself, as industry connections are key.

4. Note-Taking Tools: Whether it’s a small notebook, tablet, or phone app, you’ll need something to record detailed observations.

5. Camera or Smartphone: For documenting rooms, amenities, and experiences.

6. Appropriate Attire: Pack for various activities and professional settings, including business casual outfits for meetings with suppliers.

Making the Most of Your FAM Trip Experience

During the Trip Strategies

To maximize your FAM trip experience while you’re there:

1. Be Punctual and Professional: While it might seem like a lot to do in one day, it’s important to show up to all the events on the itinerary-on time. Although it’s a fun aspect of the job, keep in mind this is not your personal vacation and you are representing your company.

2. Take Systematic Notes: Develop a system for recording your observations. Some advisors bring a small notebook to jot down notes throughout the day or use their phones to store the information. Using an app such as My Fam Trip can help keep these notes organized.

3. Create a Pros and Cons List: Always have a short list of pros and cons of each resort you visit and write them down as soon as you leave the property. Those little notes help jog your memory and are also great when selling to your clients.

4. Document Strategically: Vibe is really important when marketing hotels and destinations on social media. So definitely take those pictures that capture the aesthetics of each place you visit. Room pictures are great, but those can almost always be found on a hotel’s website. But you can’t always get those pictures that look more natural of the resort’s pool or beach.

5. Think About Your Clients: As you tour properties and experience amenities, constantly ask yourself: Which of my clients would love this? Think about your clients when you travel and see which ones would be a good fit for the places you visit.

6. Network Intentionally: Build relationships with both suppliers and fellow agents. Exchange business cards and connect on social media with key contacts.

Building Relationships

One of the most valuable aspects of FAM trips is the opportunity to build industry relationships:

1. Connect with Property Staff: When you are on a FAM, you will meet hotel staff from that resort, like wedding planners, general managers, hotel concierge. Those resort and industry connections are vital to establishing the travel agent and industry connection partnership.

2. Follow-Up Immediately: Always send an email upon your return thanking them for their hospitality. This goes a long way and you will be surprised who they remember.

3. Create Personal Connections: Get to know the sales representatives and staff members on a personal level. These connections can help you resolve issues for clients in the future.

4. Exchange Contact Information: Collect direct contact details for key personnel at each property or destination.

After the FAM Trip

Immediate Follow-Up

Once you return home, maximize the value of your FAM experience:

1. Organize Your Materials: Sort through your photos, videos, and notes while the experience is still fresh.

2. Send Thank You Notes: Express gratitude to your hosts and new connections.

3. Create a Detailed Property/Destination Profile: Document everything you learned for future reference. Include room types, resort layouts, dining options, and special features.

4. Identify Target Clients: Create a list of existing clients who would be perfect fits for what you experienced.

Marketing Your Experience

Transform your FAM trip into marketing opportunities:

1. Create Engaging Content: Dive into your treasure trove of photos, videos, and notes from your trip. Use these to create engaging content. It could be travel vlogs, captivating photo albums, informative blog posts, or even short documentaries about your journey.

2. Use Social Media Strategically: Use different social media platforms strategically. Instagram is perfect for sharing photos and short videos, while Facebook suits longer posts and stories. Twitter can be your go-to for quick updates and links to your blog posts.

3. Develop Email Campaigns: Send out a series of emails showcasing the trip highlights, lessons learned, and how it can benefit them in planning their travels.

4. Host Virtual Events: Organize a webinar or event where you share your experiences, insights, and recommendations with potential clients. This can also be an excellent platform to introduce special travel packages inspired by your FAM trip.

5. Create Tailored Travel Packages: Based on your first-hand experience, create personalized travel packages or itineraries to offer your clients. Highlight the unique aspects and exclusive experiences that you discovered on your FAM trip.

SEO Optimization for Your FAM Trip Content

The travel industry is highly competitive online, so optimizing your FAM trip content with strategic keywords can significantly increase visibility:

1. Popular Travel Keywords: Some of the most searched travel blog keywords include “travel blog,” “family travel blog,” and “luxury travel mom.”

2. Destination-Specific Keywords: Add location names to keywords like “travel tips” (for example, “Hawaii travel tips”) or “tour packages” (like “kashmir tour packages”).

3. Niche Market Keywords: If you specialize in specific travel niches, consider keywords like “solo travel destinations,” “family vacation,” or “luxury travel expert.”

4. Travel Planning Keywords: Terms like “travel agency near me,” “best travel agency,” and “travel package” are highly searched by potential clients looking for professional travel planning services.

By strategically incorporating these keywords into your blog posts, social media content, and website pages about your FAM experiences, you’ll improve your chances of being discovered by potential clients searching for travel expertise online.

Real-Life Success Stories

Disney Parks FAM Trip Transformation

As a travel writer specializing in Disney theme parks, I attended a FAM trip to Walt Disney World during the 50th Anniversary celebration. During the trip, I was able to experience the newest attractions, stay at three different resort categories, and attend special events that were part of the celebration.

Upon returning, I created a series of blog posts comparing the different resort options with authentic photos showing room layouts and views. I also produced videos highlighting the anniversary celebrations and newest dining experiences. These materials resulted in a significant increase in Disney bookings over the next three months, with clients specifically mentioning that my firsthand knowledge and photos helped them make their decision.

Luxury Resort FAM Leading to Wedding Group Booking

A colleague specializing in destination weddings attended a FAM trip to a new luxury all-inclusive resort in Mexico. During the trip, she took detailed photos and videos of the wedding venues, met with the resort’s wedding coordinator, and experienced the various reception options. Within weeks of returning, she presented her findings to a couple considering their destination wedding options.

The authentic images of the ceremony locations, combined with her insider knowledge about the resort’s wedding packages and her personal connection with the coordinator, convinced the couple to book. This eventually led to a 50-person group booking worth over $100,000 in sales.

European River Cruise FAM Expanding a Niche

Another travel advisor primarily sold Caribbean vacations until attending a FAM on a European river cruise. The experience completely changed his perception of river cruising, which he had previously considered appropriate only for older travelers. After experiencing the active excursions, culinary experiences, and contemporary atmosphere firsthand, he began actively promoting river cruises to his existing clients.

Using videos and photos from his FAM trip in his marketing materials, he was able to dispel misconceptions about river cruising and attract a younger demographic. Within six months, river cruises represented a significant portion of his business, opening an entirely new revenue stream.

Trends and Future of FAM Trips

Evolution in the Digital Age

The traditional FAM trip model continues to evolve:

1. Virtual and Hybrid FAMs: Especially since the pandemic, some suppliers have developed virtual or hybrid FAM experiences, allowing agents to “tour” properties remotely while still gaining valuable knowledge.

2. Social Media Integration: Many modern FAM trips now include time specifically for content creation and social media posting, recognizing the marketing value of agent-generated content.

3. Micro-FAMs: Rather than large groups, some suppliers are offering smaller, more targeted FAM experiences for niche specialists.

4. Self-FAMs: Some agents are arranging their own familiarization experiences directly with properties, especially in less-trafficked destinations.

Sustainability Considerations

As the travel industry embraces sustainability:

1. Carbon-Conscious FAMs: Many suppliers are now offsetting the carbon footprint of their FAM trips or showcasing their sustainability initiatives during these experiences.

2. Community Impact: More FAM trips now include experiences that highlight positive community impact and sustainable tourism practices.

3. Responsible Tourism Education: FAM trips increasingly educate agents about how to sell responsible travel experiences to their clients.

Tips from Experienced Travel Agents

Best Practices

1. Stay Organized: Not all FAMs are organized the same way, but many of them have jam-packed itineraries. Develop a system for managing your time and information.

2. Be Professional: Remember that you’re representing both yourself and your agency. Maintain professional behavior throughout the trip.

3. Ask Questions: Don’t be shy about asking detailed questions. The more you learn, the better you can sell.

4. Document Everything: Taking pictures and video during a site inspection can help you “close the sale” by sharing authentic visuals and insights with clients.

5. Balance Work and Enjoyment: While these are working trips, it’s still important to enjoy the experience. There is usually time set aside for agents to relax and enjoy the pools, beaches, bars, and other activities.

Common Mistakes to Avoid

1. Treating It Like a Vacation: A FAM trip is a professional development opportunity first and foremost.

2. Skipping Activities: Missing scheduled activities means missing valuable learning opportunities.

3. Failing to Network: Not connecting with suppliers and fellow agents wastes a key benefit of FAM trips.

4. Inadequate Documentation: Not taking enough photos or notes can diminish the trip’s long-term value.

5. No Follow-Up Plan: Without a strategy for implementing what you’ve learned, the FAM trip’s value diminishes quickly.

Wrapping Things Up

FAM trips represent one of the most valuable educational opportunities available to travel professionals. Far more than free or discounted trips, they are strategic investments in your expertise, credibility, and ultimately, your business success. The travel agents who maximize their FAM trip experiences approach them with intentionality-preparing thoroughly, participating actively, documenting systematically, and leveraging their new knowledge strategically!

In an era when travelers can research destinations endlessly online, your firsthand experience remains your most powerful differentiator. The ability to say “I’ve been there”-and to back that statement with authentic insights, personal recommendations, and insider tips-is what transforms you from an order-taker into a trusted travel advisor!

Whether you’re new to the industry or a seasoned veteran, FAM trips should be a cornerstone of your professional development strategy. By approaching each opportunity with the mindset and methods outlined in this guide, you’ll transform these experiences into powerful business-building tools that benefit you, your clients, and your industry partners alike. Check us out here at Yeti Travel, we offer the highest commission rates and the latest tools for our agents to use! We also have some incredible FAM Trips!

When you go on a FAM trip, you will return with the education and confidence you need to make new bookings. That confidence, combined with the authentic content and connections you’ve gathered, creates a formula for success that can elevate your travel business to new heights. The next time you receive an invitation to a FAM trip, remember-you’re not just taking a trip; you’re investing in your expertise and your future success!