When you work in the travel industry, familiarization tours, also known as FAMs, are no doubt one of the most enviable perks of the job. You’ll get to enjoy the hospitality of a host city for a few days while brainstorming ideas for future group trips to that destination. Many host cities will provide lodging, meals and activities at no cost to you. It’s a sweet deal for tour operators and travel planners, but don’t sell these trips short by forgetting they’re helpful tools to grow your travel business.
Here are five helpful hints to help you make the most of FAM tours.
1. Pick the Right FAM
Opportunities for FAMs are everywhere, from pre- and post-conference FAMs to citywide, regional or statewide FAMs. It may be tempting to go on all FAMs you’re invited to, but it’s best practice to only attend if there’s a solid business case. In other words, only attend a FAM if it’s somewhere you’re really going to take your group. That way, you’re not wasting your time getting to know a destination that’s not going to interest your customers. As a business owner, time is one of your most valuable assets, and time away from your business on a FAM trip that won’t yield any bookings simply isn’t worth it. If you’re invited on a FAM, do some research upfront to determine whether it’s a good fit for your customers. If not, it’s OK to politely decline.
2. Engage with the host and local vendors
FAM tours present great opportunities to ask lots of questions and take lots of notes. FAMs incorporate dozens of stops at local attractions and hotels, but by the time you get home, details might begin to get fuzzy, and both you and the FAM host will be busy. To make the most of your FAM, ask your host any questions you think of while you’re on-site, and make note of their answers. That goes for local vendors as well. This is the perfect time to ask questions about future trips, exchange contact information and get information you’ll need when you’re planning, such as rates or how much time your group will need to spend at an attraction. In addition to being useful for planning purposes, it indicates to the host you’re serious about bringing a group to their destination, meaning they’re likely to prioritize communication with you in the future.
3. Get to Know Other Attendees
There’s a good chance that many of the other attendees on a FAM won’t be your direct competition. They may serve other markets or another region, so feel free to forge friendships and business connections with them while you’re on the trip. And don’t skip the shop talk. They may have innovative insights into industry challenges. Talking with other attendees may give you the boost you need to tackle a problem you’re running into. You may even find yourself working together to produce travel products your customers will love. In addition to having a lot of fun with other FAM attendees, you’re sure to learn a lot, too.
4. Generate Content for Social Media Marketing
Social media is one of the most powerful marketing tools available for travel businesses, thanks to the highly appealing nature of travel content. And if you’re going to be in a destination for a FAM, that presents a perfect opportunity to entice your customers with promises of fun on future trips. Posting photos and videos of yourself at the destination’s most unique attraction is a great way to boost your credibility and give your customers a preview of next year’s trips. You can also use this content to poll customers and determine interest in the destination or even take them right to a trip booking page on your website. No matter how you use it, social media content is extremely valuable marketing material and another way to make the most of your FAM.
5. Remember, Itineraries Can Be Flexible
Not every attraction or vendor can be included in every FAM itinerary. That’s why you shouldn’t be afraid to ask your FAM host to help you connect with local destinations, even if they’re not on the itinerary. Most hosts are more than happy to help. You can opt to travel to the FAM location a day early, stay a day late or even arrange to leave the FAM for a few hours to meet another local contact. If you’re making business contacts in their city to help you plan the perfect group trip to their destination, FAM hosts will almost always do their best to accommodate you. Just be sure to let them know well in advance so they have plenty of time to work something out.