What Do Travel Advisors Want Most From Fam Trips?

Fam trips remain a popular and effective tool for travel advisors, according to new research from TravelAge West’s Need to Know research series.

In a survey of 500 advisors, 73% say they begin to see bookings related to their fam trip within six months of returning. The top benefits of doing a fam trip include improved product and destination knowledge; increased client trust and credibility; and stronger supplier or partner relationships.

“Fams are one of the biggest self-investments an advisor makes each year, which is why it’s so important to select them carefully,” said Gabrielle Estel of Travel Leaders’ Destinations Unlimited. “I always consider how each option will enhance my current portfolio goals and whether it’s worth the time away from my business. Experiencing a destination firsthand allows me to bring it to life for my clients. My enthusiasm is contagious and inspires clients to book trips they might not have considered otherwise.”

Most advisors (88%) take between one and three fam trips a year, and the top source for learning about trips is through suppliers or DMOs (58%), followed by host agencies or consortia (22%).

“My close supplier partnerships — along with staying active at conferences and keeping up with industry webinars and publications — ensure I stay up to date, and I often reach out to colleagues when I see opportunities that align with the niches they’re working to strengthen,” Estel said.

Advisors are somewhat split on the types of trips they choose, with destination-specific fams coming in first (78%), followed by cruises (57%) and resort/hotel trips (56%).

Advisors are also split on the reasons they choose a particular trip, citing opportunities to get to know a new region or product; the destination’s appeal for clients; the potential to grow sales in that region; the cost or value of the trip; and the supplier or host’s reputation.

More than three-fourths of respondents (77%) say they share their fam trip experiences with clients via social media, 76% via in-person conversations or presentations and 41% via email/newsletters or through photos/slideshows during consultations.

Fams are one of the biggest self-investments an advisor makes each year, which is why it’s so important to select them carefully.

“I share my fam experiences with clients through post-travel newsletters, blog-style social media posts and conversations during consultations,” Estel said. “Clients enjoy seeing not only my passion for travel, but also how these firsthand experiences have enriched my personal life and shaped the way I see the world.”

Most advisors (70%) get frustrated by the limited availability of fam trips or timing conflicts, followed by overloaded itineraries (41%) and upfront or unexpected costs (39%).

Despite any problems, most advisors (61%) feel that, while they find some fam trips on their own, they would like to see more. Another 26% say they rarely see opportunities for fam trips and don’t know where to find them.

“The firsthand destination knowledge gained from fams is priceless,” Estel said. “What’s the traffic like at 8 a.m., versus 10 a.m.? Does walking in this area feel relaxing or hectic? What’s easily accessible at the pharmacy? Which restaurants are still hidden gems versus overcrowded, after going viral on TikTok? Beyond these insights, fams also give me a deeper understanding of the suppliers' service style, strengths and what makes them the perfect fit for different clients. This combination of personal experience and supplier knowledge strengthens my client trust and professional partnerships.”