Just before the start of Travel Exchange ’24 in Huntsville, Alabama, several NTA tour operators will see what Alabama offers to tour groups. These operators, from as close as Tennessee and as far away as Ireland, will participate in one of two familiarization tours, widely known as Fam tours, or simply Fams.
The idea behind Fam tours is for the hosts (one or more DMOs) to work with local suppliers and roll out the red carpet to give their guests (tour operators and other travel planners) an appealing overview of their city, region, or state. But what makes a Fam tour successful? What makes it famtastic?
You’d have to ask participants on both sides of a Fam: the hosts and the guests.
“A Fam’s success is measured by conversion to itineraries,” says Amy Larsen of Visit Wyoming, who, along with Tour Colorado, hosted a Fam prior to NTA’s Contact event in 2022. “That can mean adding to an existing itinerary or creating a whole new one. If they add any new product, destination, or itinerary, it’s a success.”
One example, then, of a successful Fam is “2024 Alaska Baseball Adventure,” a trek that took fans from The Midnight Sun Game in Fairbanks to Denali National Park and then to Anchorage. Jay Smith, owner of Massachusetts-based Sports Travel and Tours, developed the tour based on the experience he had on a Fam prior to Contact in 2021.
“A program in Alaska had been on my want-to-do-list for some time, but going there on the Fam solidified what a special place it is on the planet,” Smith says. “The excitement of the Fam fired me up, and then meeting with Alaska DMOs at Travel Exchange and Contact catapulted me to get the program going.”
A Fam delivers a firsthand experience of a destination, and Shawna Faniel, who is organizing the pre-TREX Fams for Sweet Home Alabama in November, wants her Fam participants to gain an in-depth understanding of her state.
“This involves not only seeing the sights, but also feeling the atmosphere, understanding the culture, and evaluating the quality of services offered,” Faniel says. “I want our trips to be informative, enjoyable, and memorable in ways that encourage participants to promote and recommend Alabama with confidence.”
Jeannette Yetman of Destination St. John’s conducted a Fam for NTA buyers following Contact ’24, and she also emphasizes the in-person experience.
“I structure my Fams around a sense of place, and I want participants to get a feel for the destination,” she says. “I’m going to show them the reasons people want to come to St. John’s.”
So, what is it that leads participants on a Fam to recommend a destination? According to Kerrie Niemeier of British Columbia-based Wells Gray Tours, it’s allowing tour operators to experience new product and new destinations, giving them new ideas for future itineraries.
“Hosts should immerse their guests in the local culture and showcase lesser-known attractions or experiences that highlight the destination’s uniqueness,” Niemeier says. “We want to meet local residents, artisans, and business owners to give us a deeper connection to the culture.”
Monique van Dijk-Seppola agrees. The owner of Norway-based Scandinavia Tours often participates in Fams prior to NTA events.
“What makes a Fam productive is the opportunity to explore the area, experience its activities, meet locals, and taste the food,” she says. “Experiencing it myself makes it much easier to sell.”
Familiarization tours are a type of business trip, and for tour operators, business is about selling clients on the benefits of group travel. It only makes sense, then, that the organizer of a Fam would provide their guest operators with the same type of experience those operators can, in turn, give their clients.
Shawna Faniel says a Fam must be carefully structured to ensure participants gain a comprehensive and memorable firsthand experience of Alabama. She focuses on three aspects of tour planning.
“I create a detailed itinerary that includes a mix of popular attractions, hidden gems, and unique experiences. It includes site inspections, cultural experiences, and free time for personal exploration,” she says. “I also organize interactive sessions with local experts, such as guided tours, workshops, and Q&A sessions with hotel managers or tour operators. Finally, I include authentic experiences with the local culture through activities like cooking classes, traditional performances, and community visits.”
Wyoming’s Amy Larsen says she adds another element.
“I always structure my Fams around themes, and then I invite buyers who have expressed an interest in that type of itinerary,” Larsen says. “I develop themes based on what I hear from buyers at meetings like Travel Exchange Contact. Then I try to match them with Wyoming partners who have what they are looking for—ways to think outside of the box.”
Beyond themes and itineraries, though, there’s yet another aspect of group travel that Fam hosts can strive for. It’s the secret sauce that makes this type of travel so rewarding: group dynamics. For Niemeier, a big bonus of going on a Fam is spending time with other operators.
“Some amazing networking happens on Fams,” she says. “We have great conversations, we share product ideas, and we talk about what works on the road and what doesn’t. Spending time with your Fam group for a few days allows for a lot of fabulous brainstorming sessions. You really do become a family.”
Jay Smith says it’s also beneficial to be on the road with the hosts.
“I like to spend time with the DMOs and learn who they are as people,” he says. “You build a stronger relationship with the local DMO when you travel with them.”
DMOs like Yetman are on the same page. “You need to spend time with participants, from the minute you pick them up at the airport until you take them back to the airport … and everything in between,” she says. “I have made lifelong friends from Fams—seriously.”
That’s not to say a Fam is all fun.
“This is not a vacation trip,” says van Dijk-Seppola. “Truly interested participants are engaged and ask questions, and the days can be long since we are, after all, at work.”
Frequent participants have a good idea about what makes a familiarization tour work. Here’s some advice that tour operators have for the DMOs who host them:
- Plan the logistics to ensure smooth transitions between activities with ample time for travel, meals, and rest.
- Tailor the itinerary to highlight aspects that will appeal to the participants, but first take the time to research our preferences, interests, and backgrounds.
- Don’t pack too much into a day. Show us some highlights and then tell us about other things—or do a drive-by.
- Gather feedback during and after the trip to understand what worked well and what could be improved.
- On a hotel inspection, we don’t need to see every room configuration. Introduce us to the hotelier and let us see the lobby.
- Give us as much information as possible about the area, including activities, hidden gems, great restaurants, and alternative transportation options.
- Provide a map and a detailed itinerary with driving distances and times and contact information.
- Maintain a balance between professionalism and friendliness to create a welcoming atmosphere.
Fam tour hosts are eager for such suggestions. And if they could bring operators into the planning process, here’s what they’d want to know:
- When is the best time to offer a Fam? If our high tourism season is also their busy season, where can we find breaks and make the timing work?
- Who are the right people from the company to invite?
- What would you like to see that is not on the draft itinerary?
- What proportion of time do you want to spend on lodging options, restaurants, and activities?
Niemeier says if there’s one aspect of Fams that works for both sides, it’s flexibility.
“Hosts should be prepared to adjust the itinerary to accommodate participants’ interests or unforeseen delays,” she says. “And guests should keep an open mind: Embrace unexpected adventures and changes in plans with a positive attitude.”
When you can give tour operators unexpected adventures and unique experiences in memorable destinations, your Fam isn’t simply successful … it’s famtastic.
NTA Fams take place before or after the association’s signature events—Travel Exchange and Contact—and are conducted by the host city, state, or province. For more information about NTA, its members, and events, visit NTAonline.com.
Top photo: Participants in a Fam conducted prior to Contact ’21 enjoy a unique dining experience at Mermaid Grotto Café in Seward, Alaska. (Photo by Bob Rouse)
