Familiarization (FAM) trips can be some of the most valuable educational experiences available to travel advisors. They provide opportunities to explore destinations firsthand, tour accommodations, experience attractions, and gain a deeper understanding of the products and experiences clients may be considering. However, getting the most value from a FAM starts long before you ever board the plane.
Professional growth takes many forms, from attending FAMs and industry events to investing in ongoing education. As part of our Promote Your Professionalism initiative, The Travel Institute is offering a limited number of 50% scholarships for the CTA®, CTC®, and CTIE® certification programs throughout July. These programs are designed to help advisors continue building the knowledge, credibility, and professionalism that support long-term career growth. Interested advisors can apply by completing The Travel Institute’s scholarship application form.
The most successful advisors approach a FAM with a plan.
Before Departure
Take time to review the itinerary, research the destination, familiarize yourself with participating suppliers, and identify which experiences may be most relevant to your clients. Arriving prepared allows you to ask better questions, gather more meaningful information, and maximize the educational value of the trip.
One of the most important things to remember is that a FAM is not simply a free or discounted vacation. Destinations, hotels, cruise lines, tourism boards, and supplier partners often invest significant resources and finances into hosting these experiences. Accommodations, meals, activities, transportation, staffing, and event costs can represent a substantial investment on their part. In return, they are providing advisors with an opportunity to learn about their products and destinations with the hope that advisors will return home better equipped to recommend and sell those experiences to future clients.
During the FAM
While learning about the destination is important, some of the greatest value from a FAM can come from the relationships you build along the way. General managers, sales leaders, destination representatives, tourism board professionals, and supplier partners often participate in these experiences. Taking the time to introduce yourself, ask thoughtful questions, and engage in meaningful conversations can help establish relationships that may benefit both you and your clients long after the trip ends.
Those connections can become valuable resources when you need destination insight, assistance with a client situation, or guidance on matching the right experience to the right traveler. Many advisors find that some of their strongest supplier relationships began with a simple conversation during a FAM.
Content creation has also become an important part of many FAM experiences. Photos and videos can become valuable marketing assets and help tell the story of a destination long after you return home. However, it is important to strike a balance. Advisors who spend the entire trip focused on creating content may miss presentations, conversations, and learning opportunities that can provide even greater long-term value.
Professionalism extends to how you conduct yourself throughout the experience. FAMs often include hosted meals, receptions, and social opportunities. While these events can be enjoyable, it is important to remember that you are attending in a professional capacity. Excessive drinking, skipping scheduled activities, arriving late, or treating the experience as a vacation can negatively impact both your reputation and the relationships you are working to build.
Upon Your Return
When you return from your FAM, dedicate time to synthesize your learning: draft a comprehensive recap, integrate new contacts into your database, curate engaging social media content, and audit your CRM for prospective clients.
Ultimately, the most successful advisors approach a FAM with curiosity, preparation, and a genuine appreciation for the investment being made in their professional development. When approached with the right mindset, a FAM can provide far more than destination knowledge. It can create relationships, confidence, and business opportunities that continue to benefit your clients and your business long after the trip is over.
