FAM trips are short for “Familiarisation Trips,” meaning an opportunity for the travel trade to learn about a specific destination, place – or new product or experience.
For example, a FAM trip might send a travel agent on a new cruise, or a tour, or a stay at a luxurious resort to get to know about the place in a more personal way.
When they have first-hand experience of the destination, they are far better able to understand the trip and get to describe it best to their clients.
The arrangements for each FAM trip will differ, but they often follow a format that provides a behind-the-scenes look at the product and experience, and all the ins and outs of traveling to the location in general.
These trips are usually offered at a low cost to the travel agent in the hopes that bookings will come from it later.
A FAM trip may also include training sessions that are offered by the sponsor of the trip. These sessions will educate travel agents about the establishment, the destinations’ allure and attributes.
Travel agents prepare for these trips as if they were attending a continuing education course.
RD facilitates and organises such trips for destinations and establishments.
Reasons to care about FAM trips:
- Inspiration: Travel agents returning from a FAM trip often feel inspired and energised by the experience and ready to sell it with enthusiasm to their clients.
- Destination Knowledge: The travel professional will gain first-hand knowledge of the destination so they can describe the experience to their customers accurately.
- Credibility: Customers tend to trust travel agent recommendations more when they have been to the destination themselves.
- Creating Content: FAM trips are a great way to create content that agents can use to market the product.
- Networking Opportunities: Travel agents have the opportunity to network with others and the owners of the product. These connections are incredibly valuable and can help travel agents grow their careers and more favourable promote the product to other agents
- Relationships: travel agents will develop relationships with the suppliers and resort staff for better customer service and support down the line.