Familiarisation Trip (FAM Trip): Experiencing Destinations First-Hand
When event professionals need to understand whether a destination or venue truly works for their clients, nothing beats experiencing it directly. This is where the Familiarisation Trip (FAM Trip) comes in. These curated visits allow planners, agencies, or decision-makers to see a location’s infrastructure, services, and cultural appeal with their own eyes.
Their importance is undeniable. According to Skift, 68% of event planners say firsthand experience of a destination significantly influences their sourcing decisions (Skift). That influence makes FAM trips one of the most effective tools in destination marketing.
What is a Familiarisation Trip (FAM Trip)?
A Familiarisation Trip (FAM Trip) is a hosted travel program organized by destinations, hotels, convention bureaus, or Destination Management Companies (DMCs). Its purpose is to introduce event planners, travel agents, or corporate buyers to a location’s facilities, services, and experiences.
During a FAM trip, participants typically:
Visit hotels, convention centers, and site inspection venues.
Experience cultural activities and excursions.
Meet local suppliers and service providers.
Assess accessibility, safety, and infrastructure.
The goal is simple: to demonstrate the value of a destination first-hand, making it easier for decision-makers to recommend or book it.
Why FAM Trips Matter
FAM trips are essential because they influence purchasing decisions in ways brochures or websites cannot. Their value includes:
Firsthand knowledge: planners see logistics, layouts, and services in reality, not just marketing material.
Relationship building: face-to-face connections with venues and suppliers strengthen trust.
Destination marketing: FAM trips showcase culture, hospitality, and authenticity.
Informed decisions: reduces the risk of misaligned expectations in future events.
Competitive edge: destinations that invest in FAM trips are more likely to be chosen by planners.
For destinations competing globally, FAM trips are a powerful conversion tool.
Contexts and Uses for FAM Trips
FAM trips are used widely in the MICE industry, often as part of promotional strategies:
Convention bureaus: inviting planners to explore a city’s infrastructure and culture.
Hotels and resorts: showcasing capacity, amenities, and event-readiness.
Incentive travel: highlighting unique local experiences for motivational trips.
Corporate retreats: allowing HR or executives to test a destination before committing.
Large-scale events: demonstrating transport, logistics, and accessibility for conferences or congresses.
Whether for a product launch or a week-long retreat, FAM trips ensure destinations are chosen with confidence.
How to Organize or Participate in a FAM Trip Successfully
FAM trips succeed when they are structured, transparent, and purposeful. Best practices include:
For organizers (destinations, hotels, DMCs):
Select qualified invitees: focus on planners or agencies with real decision-making power.
Balance business with experience: combine site inspections with cultural immersion.
Be transparent: communicate that the trip is educational, not a leisure freebie.
Track ROI: measure future bookings influenced by the trip.
For participants (planners, buyers):
Approach professionally: treat the FAM trip as a business investment.
Ask practical questions: about budgets, logistics, and flexibility.
Take detailed notes: to evaluate later alongside RFP responses.
Provide feedback: constructive insights strengthen future partnerships.
Ultimately, both sides must remember the purpose: business alignment, not tourism.
Challenges of FAM Trips
While highly effective, FAM trips raise certain challenges:
Cost to organizers: hosting multiple planners can be expensive.
ROI measurement: linking trips directly to bookings is complex.
Risk of misuse: participants treating trips as vacations rather than business.
Perception issues: FAM trips must be framed transparently to avoid reputational risks.
Sustainability: frequent travel for inspections or familiarisation raises environmental concerns.
Balancing hospitality with professionalism is key to preserving the credibility of FAM trips.
Trends and Future Outlook
FAM trips are adapting to reflect new realities in the event industry. Emerging trends include:
Virtual FAM trips: 360° venue tours and virtual reality walkthroughs supplement physical visits.
Hybrid familiarisation: combining short physical trips with extended digital previews.
Sustainability-first design: eco-friendly accommodations and showcasing green venues.
Themed experiences: tailoring trips for niches (e.g., team-building focus, CSR integration).
Micro-FAMs: smaller, highly targeted trips for fewer but more influential planners.
ROI accountability: destinations investing in post-trip analytics to measure conversions.
The future of FAM trips lies in quality over quantity—strategic, data-driven, and aligned with corporate values.
Naboo: Your Partner for FAM Trip Integration
FAM trips provide critical insight, but they must connect to broader event strategy. Naboo’s platform ensures that insights from FAM trips are captured, analyzed, and transformed into better event decisions.
With Naboo, you can:
Centralize FAM trip findings when sourcing corporate events.
Align familiarisation insights with strategy offsites.
Compare destinations seamlessly during request for proposal (RFP) processes.
Integrate trip learnings into corporate retreat budgeting.
By combining experiential discovery with structured management, Naboo ensures FAM trips are not just enjoyable—they are strategic accelerators of event success.
With Naboo, You Don’t Just Understand FAM Trips — You Master Them
With Naboo, you don’t just understand FAM trips—you master them. Our all-in-one platform helps you seamlessly manage meetings, incentives, conferences, and exhibitions from A to Z. From venue sourcing to budget tracking, Naboo centralizes everything you need to guarantee the success of your events.
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