As a travel advisor, you’ve likely come across ads promising “free” travel, designed to lure newcomers into the travel industry. While these promises can be enticing, seasoned professionals know that most “free” trips aren’t really free. However, discounted FAM (familiarization) trips are a genuine perk of the job. But just because you’re invited to a FAM trip doesn’t mean you should automatically say yes.
FAM trips are more than just discounted getaways; they’re vital tools for both the suppliers hosting them and the advisors attending. These trips should offer a return on investment (ROI), whether it’s through improved sales, enhanced knowledge, or new marketing opportunities. Advisors need to assess the relevance of a FAM trip to their business goals before accepting an invitation.
Evaluating the Relevance of FAM Trips
Before diving into any FAM trip, it’s crucial to ensure that the destination or product aligns with your business. Here are three key factors to consider:
- Market Demand vs. Familiarity: If you have a market for a particular destination or product but lack familiarity, a FAM trip can be an invaluable opportunity to bridge that gap. Analyze your sales and inquiries to identify areas where you need to deepen your knowledge.
- Potential for Business Growth: Even if you’re not currently receiving requests for a destination, a FAM trip could be worthwhile if it aligns with your future business goals. If you want to start selling a new type of travel or destination, gaining first-hand experience is essential for effective marketing.
- Ongoing Specialization: If you’re already a specialist in a certain area, FAM trips can still be valuable, especially if there’s something new to see or experience. However, it’s important to consider whether your expertise would be better utilized elsewhere, such as by training others in your agency.
Maximizing Your FAM Trip Experience
Once you’ve decided that a FAM trip is the right move, it’s essential to make the most of the opportunity. This means fully engaging in all activities, capturing content for marketing, and completing any required pre-trip training. At some agencies, there are specific obligations advisors must agree to before they can attend a FAM, such as participating in every scheduled event and being prepared to carry their own luggage.
Advanced preparation is key. For instance, if you’re attending a FAM hosted by a supplier like Sandals, completing their training beforehand is often required. During the trip, focus on capturing valuable content that can be used to promote your business and attract clients.
How Many FAM Trips Should You Take?
Opinions vary on the ideal number of FAM trips an advisor should take each year. While travel is necessary for learning and selling effectively, it’s also important to avoid overwhelming yourself with too many trips. Most experts suggest limiting FAM trips to three or four per year to prevent information overload and allow time to process what you’ve learned.
Budgeting is another critical factor. Some advisors set a strict budget for FAM trips, often limiting expenses to a percentage of their profits. This ensures that they’re making wise investments in their education and not overextending themselves.
Overcoming FOMO (Fear of Missing Out)
It’s easy to feel the pressure of FOMO when you see others jetting off on enticing FAM trips. However, if a trip doesn’t align with your business goals, it’s okay to pass. Remember, as a travel advisor, you have access to agent rates, allowing you to explore destinations on your own terms.
Beware of FAM Trip Red Flags
Not all FAM trips are created equal. Be cautious of offers that don’t come from reputable sources like tourist bureaus, vendors, or destination management companies (DMCs). Legitimate FAM trips are usually well-organized, include significant discounts, and often cover airfare. If a trip invitation seems too good to be true, it’s worth investigating further before committing.
In conclusion, FAM trips can be a fantastic opportunity for travel advisors, but only if approached strategically. By carefully selecting trips that align with your business goals, preparing thoroughly, and setting realistic limits, you can make the most of these experiences and continue to grow your business.
