The Art of The Fam: How Destinations Win Over Planners
A well-executed FAM (Familiarization) Trip can convert interest into bookings—but only if you treat it like the strategic opportunity it is. Here are three key ways to make sure your property or destination leaves a lasting impression:
1. First Impressions Matter – From Arrival to In-Room Welcome
The first moments set the tone. They say everything about your service, culture, and attention to detail.
Memorable Arrival: Greet planners like VIPs. Whether it’s a personalized airport pickup or a warm welcome at check-in, these moments show you care.
Thoughtful In-Room Welcome: Go beyond the expected. A handwritten note, locally inspired treats, or even a welcome message from your GM or sales leader speaks volumes.
Informed Staff: From front desk to F&B, your team should know who the guests are and why they're important. Personalized service—like greeting them by name or referencing the event—can elevate the entire experience.
2. Storytelling Over Selling – Let the Experience Speak
Forget the sales pitch—let your space and service tell the story.
Curate Immersive Moments: Replace presentations with moments that planners can feel. Host a mixology class, offer a chef-led tasting, or guide a tour that highlights your property’s unique personality.
Celebrate Local: Showcase your destination’s vibe—partner with local artists, offer cultural experiences, or include stops that help planners connect with the community.
Create a Vision: Help planners picture their group in your space through creative setups, themed breaks, or a mini mock event. Let them see what’s possible.
3. Post-FAM Follow-Through – Turning Interest Into Intent
The FAM trip isn’t over when the bags are packed.
Follow-Up Within 72 Hours: Send a personalized thank-you email and include a tailored proposal that reflects what the planner experienced.
Deliver Visual Recaps: Include high-quality photos or a 60-second highlight reel they can share with their internal teams.
Stay Connected: Add them to your updates—new venue alerts, VIP invites, special offers—to keep your brand top-of-mind.
Closing Message:
"Be excited about your brand! If you’re not excited, no one else will be. Your enthusiasm is contagious—whether you’re a hotel, a CVB, or a planner, how you show up during a FAM Trip tells the story of your brand. Make it memorable. Make it magnetic."