![Alnwick Garden min](https://destination-northeast.transforms.svdcdn.com/production/Main-Images/Alnwick-Garden-min_2024-07-25-094613_pafc.jpg?w=90&h=90&auto=compress%2Cformat&fit=crop&dm=1721900774&s=cd4a647b8403e50fedb5e612da1fcdf2)
Discover essential steps and expert tips for creating a compelling, bookable travel trade product…
There are 3 main types of fam visits, these are: -
There are elements that are essential for a FAM trip, including: -
The costs are entrance and food and drink on site. The purpose of a FAM trip is to increase business and therefore any spend should be viewed as an investment into this growth. Staff across teams, including finance should be made aware of the importance of these trips in securing future bookings.
The key to a successful FAM is preparation and ensuring that you are aware of who is coming and the type of buyers, how many people and which markets/sectors they represent.
Showcase your venue from the perspective of their clients and not solely the buyers. The buyers are going to want to know what they can gain from including your venue in their itineraries, how much their clients will enjoy the experience, how long they will be on site, what additional experiences could be upsold (out of hours, private experiences including tours etc). There is also an opportunity to pre-sell retail items such as guidebooks to make the visitor feel more special on site. Ensure all staff involved are aware of the FAM visit and introduce them as appropriate.
Ideally you will need to provide trade friendly material that reflects what the buyers need to know, for example how much it will cost (including a group rate as appropriate), time on site, best time to visit and any logistics (parking, accessibility etc), upsells (private tours, out of hours experiences etc) and a couple of USPs that will stick in the mind of the buyer afterwards. Also include contact details for the person they will be dealing with for contracting and enquiries. Ideally include everything on one sheet of paper and avoid business cards as these can be easily lost.
You should ask for contact details of all the people attending and have this in advance of their arrival and follow up within a week of the visit with a courtesy email and request for a follow up call as appropriate.
Results for a tour operator booking can be almost immediate or may be some months. It is important to maintain contact for any updates.
For GTOs it will usually be 6 months before they bring a group, and it will likely be one group a year, although it could be several groups.
Press trips will usually provide you with copy when it becomes available and will then only be quantifiable if there is a booking code that you provide for the journalist to include in their copy (something you will need to make clear otherwise it may well be edited out of the print.)
Register for the Destination North East England newsletter packed with news, resources, events and market intelligence.
Subscribe