The Importance of FAM trips for Travel Agents

When I started out in the world of selling travel, I didn't even know what a FAM trip was. However, familiarisation (FAM) trips are key to an agent's success in conveying in-depth knowledge to their clients. So, the awareness of their purpose should truly have its own educational field.

So what is a FAM?

Typically they will consist of Tour Operators, Hotels, DMC (Direct Marketing Companies) or Tourism Boards hosting events to give agents or travel professionals such as journalists a deeper inisght and understanding into a guest or traveller experience. The location and duration of the trip or event dictates the number of participants. This can range from small groups of 4 or more to larger groups of up to 50.

I have now taken part in four overseas FAM trips to various regions that I had previously never traveled to, and in all honesty, wouldn't necessarily have booked for myself before experiencing the regions we visited. However I would most definitely plan to return as the trips were a great insight and leave you with a longing to go back. I have also attended several UK-based FAM experiences where you get a more personal and immersive experience at a hotel.

Is a FAM trip a "free holiday"?

No, they are most definitely work! Usually, they involve a lot of early mornings, lots of travel and networking, fully stacked itineraries, and more steps than my step counter is used to. When my friends say, "Have a nice holiday," I have to remind them that behind the pretty Instagram pictures is one tired travel agent with a phone full of notes, more information than I can absorb, and long, long days. They most certainly are not a holiday, or at least not your typical relax-and-recharge version of one.

What I have noticed at travel events, or in online forums FAM's are like a golden ticket to a world you don't yet know. Everyone wants to get on one, but until you have experienced it you don't really know the etiquette, what is to be expected or sometimes even what you will be doing when you sign up. Which seems very appropriate coming back from my most recent visit to Portugal with Visit Portugal, Centre Of Portugal and Aspire Luxury Travel Club involving a very different adrenaline fuelled boat excursion around the coast of Nazarè the surfers paradise. If you are someone who suffers sea sickness or a bad back I do not recommend, but for those looking to experience something a little different to your average coastal cruise with a panache for theme park rides it should probably go on your must try list.

What is the key to securing a spot on a FAM?

• Apply, apply, apply!

• The more your apply for the more likely you will be selected for one eventually.

• Do not take it personally if you don't get chosen there are various factors that the hosts make during the selection process.

If you book a lot of a certain destination but haven't experienced it for yourself it is always good to let the hosts know. Your social media is also somewhere you are not only selling to customers, you are selling to hosts too. They will usually ask for your social media handles to see what types of travel you are selling and promoting to prospective clients and whether it aligns to their brand. If you only sell cruise for example and apply for Lapland you are unlikely to get accepted. Likewise If your page is full of deals from Easyjet at under £500 you may not be a top runner for the Maldives. They are looking for who is in your database which includes your followers, so be sure to make your social media work for you with suppliers as well as customers. Because brands are not only looking for bookings they are also looking for exposure of their marketing as well. Tagging, creating stories of immersive travel from a guest experience POV is what they want to see.

How do you find upcoming FAM trips?

There are great resources available via your supplier connections, which is why participation and connections are key to securing a spot on a FAM. There are travel forums for agents such as Travel Gossip on Facebook, supplier pages and groups to join and always subsribe to tour operator emails for updates. Another great source is places like Aspire Luxury Travel Club, TTG Media, and even a members platform that specialises in creating your own FAM trip by working with hotels called The Hotel Fam Club. Some trips may be offered by way of competition winners and some will be open to all who apply (following a selection process). The fact is you need to put yourself out there. One bit of etiquette though is it's not polite to ask. This is frowned upon in the industry generally as suppliers want these golden tickets to who is going to represent them not who is looking for a freebie. So show up and be a supporter, attend trainings, join webinars, immerse yourself in the brand and get noticed. Make friends at networking events and show up for the brand and they will take notice of you. Having an expectation that it's simply down as a reward for bookings and a lot of the time you will get overlooked. We are all out here making bookings, that's the job... so the more you do doesn't guarentee you a seat at the table. It's down to you to show how much you support the business overall and why you should be seen as an ambassador for the brand. Last year I travelled with Galaxi twice after applying via their comprehensive newsletter so signing up for information is always a great way to get involved.

When you are on a FAM what is the expectation?

From brands, hotels and tour operators they want genuine engaged agents and professionals to immerse themselves in the experience. Many of these events and trips are months in the making at considerable cost in both time and money for the suppliers. Be willing, try the food, join in and don't think you can just hide out in your room or by the pool (or bar) the whole time. Most trips include a little amount of "free time" but not all. So be prepared. If you have a busy work shedule make sure your clients and colleagues know you are travelling and may be out of contact, you may be taken to areas with no wifi available at times. FAM's come with meeting lots of new people and taking in a lot of information. Make sure you have a camera, note pad or notes function on your phone and lots of phone/camera battery or storage. You want to capture as much as you can, as trips are often a whirwind and can be full on. If you have any health problems make it know when applying or selected. Yes it may mean you don't get selected this time but it also means that you can be chosen for trips that would include needs for a variety of travellers, as we need to build destinations that are accessible for everyone. If you are selected and the trip and you haven't advised the organiser of any major health concerns such as mobility issues etc it may include activities you cannot participate in. This means someone else could of gone in your place that would be able to and has missed out on an opportunity. So don't apply for FAM trips just for the sake of it, especially if you know you won't be able to travel on certain dates. This just means suppliers spend even longer having to go back through lists of interested participants in order to find people who are available. Lastly always act professionally. This means be kind and welcoming, engage in the program and don't expect a free ride. Yes the trip may be funded by the suppiers but a "free bar" from the moment you arrive is not guarenteed. Most trips include F&B but this is usually only at mealtimes. If you want room service caviar or to have cocktails in the bar until 1am that tab is one you will usually have to pick up yourself.

Enjoy it!!!

In summery a FAM trip is an agents gateway into connection, networking and hands on experience that they can relay back to their customers and future clients. It is a great opportunity to do things you may never normally do, visit places you wouldn't easily discover with a google search alone and in some cases make lifelong friends in your industry. Enjoy the jouney! FAM's are very much work, but when work comes with sunsets in far away destinations the saying "love what you do and you'll never work a day in your life"

couldn't be more true when it comes to being a travel professional.