Fam-Trips (short for Familiarization Trips) are integral and familiar strategies to anyone involved in the tourism industry. The concept is simple: Members of the travel trade are invited on a free trip to become familiar with a destination and to meet potential inbound partners with the goal being that they’ll add it to their portfolios. However simple the concept, the execution can be a little more difficult. Imagine the stress of booking a full week travel itinerary for a blind date you want to impress, with only a few days notice. Now multiply that by about 10, 20, even 50 people. Before you start sweating, here are eight tips we thought would come in handy.
1. Research the Trade
Scanning the wide world of potential trade to invite will take forever if you haven’t established a clear guideline of what you’re looking for. Be sure to know what your aim is, what your budget is and who your audience is. This will guide you to finding the right people. In other words – gluing a group of adventure tour operators to the chairs of coffee shops and museum halls- that’s the sort of square peg, round hole scenario that you want to avoid.
Consider the sum of parts. A well-rounded Fam trip with many features- nature, adventure, culture, etc means it’s possible to invite a variety of trade with varied clientele. Catering to different audiences is optimal, as you don’t want butting heads, or egos for that matter.
2. Court and Create – Relationships
From the very start, you will be initiating the relationship. You want to be wooing the trade with your expertise and professionalism, establishing yourself as an expert resource on the destination. This trust and rapport is important for not only now, but for future projects you may want to enlist their collaboration on.
3. Set and Manage Expectations; Communication is Key
You can never really give too much information. If it’s possible, make it easier by pulling collateral together with the places they will visit, time spent in each location, distances they will travel by car and boat, food, weather, background information, fact sheets and maps. Communication also goes two ways – Expectations from both sides need to be communicated and established. Be sure to ask the invited trade all the questions to capture the answer your client’s inbound tour partners need. For example, you want to ensure you know everything about the trade’s dietary restrictions and allergies.
4. Go above and beyond
On our recent Fam-Trip to Namibia, a client asked if she could deviate from the indicated travel protocol and return to a different city than her origin- she was delighted when we organized this for her. Another tour operator handed us a list of inbound operator companies he wanted to meet with in Windhoek at the end of the trip to inquire about partnerships – so we gathered the relevant contacts of all these tour operators for him. These kind of requests only take time, and they go a long way. But even if their requests land outside of the contours of your budget, you can make expert recommendations. These little things will make all the difference in creating a memorable experience.
5. Check the Host Country’s Entrance Requirements
Stay organized. Remember to check the passport information of each travel trade member. Clients with different passports may have different restrictions on travel, and therefore may require different visas.
6. Share Your Social Media Handles
This is so the trade can tag you in their experiences as they post them on social media platforms like Instagram, Facebook and Twitter. In addition to sharing these handles, social media is also an invaluable tool in the aforementioned research phase. Measuring and comparing their followings on social media platforms is a good way to determine their eligibility as an influencer in their sphere. The higher the influence, the higher the ROI.
7. Be Available for the Client – Go Above and Beyond
Be prepared to answer questions at all times of day while they’re on the trip – when weather issues or flight cancelations happen, make it your job to update clients and in-country operators at all times.
8. Continue to Nurture the Relationship
After the trip is over, the trade will being planning – and you don’t want them feeling like a chewed up toy as they work on developing their itineraries. By this point, you should be friends anyway! Be available to them, make suggestions and answer their questions. The trade will thank you for it, as will your client destination.