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School’s out for the day in Kandy, Sri Lanka
This article first appeared in www.travelmarketreport.com
For the host of a fam trip, the return on investment
is measured in increased sales from the travel
agents who participate. For agents themselves, the
ROI of fam participation may be as simple as
personal enjoyment and fulfillment.
For the travel agency who sends its advisors on
fams, the returns can and should be considerable –
including increased revenues and improved client
retention and referrals, thanks to the your agents’
insider knowledge and the excellent service they
deliver as a result.
Here are eight ways to get the best return on
investment when your travel sellers go on a fam.
1. Set clear expectations. Provide both first-time
and experienced fam trippers with what I call a
“fam trip purpose and conduct manual.” This
explains what the agency expects when an agent
returns from a fam. For instance: educating other
sellers about the destination; writing a report for the
agency newsletter, social media sites, blog and/or
host agency’s list-serve, and outlining a marketing
plan and sales projections for the destination or
product.
2.
Choose sensible destinations. Not every
destination is fam-worthy. We once received an
application from an Antarctica specialist for a fam
to Sri Lanka, a destination she admitted she would
never sell. The destinations you want your staff to
master are the current and future mainstay and
trend-setting destinations that will accrue revenue
to your bottom line
3. Ensure that agents are prepared. Begin by
educating agents about the many details involved
in putting together a fam, particularly when it
involves a preferred supplier. Then, emphasize that
the agent’s own pre-trip preparation should include,
at a minimum, researching the basics of the
destination, including preparatory map work, and
understanding the itinerary.
4. Customize as you familiarize. If an agent is
visiting a resort that fits one of your specialties,
such as weddings (or sports or bird watching), she
should meet with the appropriate resort specialist.
An agent’s expertise includes their “little black
book” of important contacts at a destination — the
movers and shakers who can deliver the trip
enhancements that exceed clients’ expectations