Many fam places these days are allocated through incentives that stipulate agents need to make a booking before being added to a prize draw. But is this a fair system for agents and does it mean suppliers get the best return on investing in the trip?
Around 100 agents commented on a Travel Gossip Facebook post asking for their opinions – showing that it’s a big issue among retailers.
A view shared by many agents is that there should be a distinction between ‘fam trips’ and ‘reward’ trips and several said a trip awarded in a competition to sell the most should not be called a ‘fam’ trip.
The Good Travel Agent CEO Jake Cullum-Hollins, for example, said: “Fam trips should be seen as a way to engage and get bookings from ‘large potential’ agents and then there should then be separate ‘reward trips’ for top sellers – in order to get a ROI suppliers need to engage non-bookers to get them to see the benefit of the product/brand.”
MagicBreaks Salesforce Manager and Systems Lead Ann Freeston said: “Back in my Midlands Co-op days, fam trip places were handed to those who do not know the destination well. Reward trips should also be a thing though, as a thanks for smashing sales.”
And Travel Counsellor Mell Islip said: “Fams should be for people who want to sell the product, not for people who already sell it, makes zero sense otherwise.”
Hays Travel Personal Travel Consultant Joanne Neill believes: “A reward trip [should be] for people who sell a product really well. A fam trip should be for people who maybe struggle to sell a product or destination. Gain knowledge and experience to sell on return.”
Another agent said: “It makes little sense to allocate spaces to agents who have already sold dozens of holidays to a particular hotel/destination – how does that benefit anyone? A more effective approach would be to invite agents who haven’t yet experienced the property or destination.”
Ant Bowen, who runs Bowen’s Travel & Tours, believes: “A draw based on high booking thresholds tends to favour larger agencies or those with corporate accounts, leaving out skilled specialists or newer agents who may be just as passionate and knowledgeable but lack the same volume.
“It risks turning fams into a numbers game rather than a learning opportunity.”
Instead, he said, operators should: “Consider agents who’ve shown genuine interest in the destination, demonstrated niche expertise, or created standout marketing content and reward those who attend webinars, complete training modules, or actively promote the destination.”
Travelosophers Personal Travel Agent Andrew Edmond said: “Someone that goes on a fam comes back and sells it like mad. Why send people that are already doing that? What about the young inexperienced staff coming into the Why are operators preaching to the converted?”
Some agents told us it’s difficult to sell a destination within the time limit given in the incentive, while some said they don’t take part in competitions that require bookings to be made.
Holidays by Design agent Holly Poppet is one example. She said: “It’ll always just go to the same old people who have been in the trade for a long time who probably sell that product anyway.”
Independent agent Michelle Vanlint said: “It’s hard to sell a place in a certain time frame if you don’t have enquiries for it and have no personal knowledge. You can try and switch sell but usually clients have a good idea of where they want to go.”
So what are the alternatives?
Operators can, and do, offer fam places to agents who’ve taken part in training sessions and agents told us they like to be rewarded for learning. However, since most are held during the day, they’re not suitable for everyone. As one agent put it: “Webinars aren’t great for people working in retail stores.”
Several agents said they are happy to contribute towards an organised fam trip themselves.
Personal Travel Consultant Fiona Mallinson said: “Many agents that I speak to would also be willing to make a small financial contribution towards a trip as we are incredibly lucky to occasionally have the opportunity to benefit and it shows additional commitment to wanting to learn and sell more as opposed to a freebie jolly.”
Holly Poppet added: “I’d rather pay at a travel agent rate and be shown the product while I’m there. If it was offered in the low season that would be nice. There are so many places I could sell if I’d been, took photos and made content online, but I can’t afford to go to.”
Michelle Vanlint agrees, saying: “I’m happy to pay towards it. It’s an investment if you are serious about promoting that place and it also weeds out people who might be tempted by a ‘free’ trip.
“From experience, going to a place and then doing a daily blog on my social media account is the best way for me to get bookings to that place.
“I also like the idea of having to do a learning module online to be considered for a fam trip.”
“Perhaps loyalty to a particular supplier over time should be factored into the equation, not just booking a particular place that month. It would be nice for loyalty to be recognised with a fam trip.”
And Travel Counsellor Sally De Jong said: “Would also like to see fam trips where you can pay a token amount and take your partner or friend (with or without being part of a larger group) so you can experience the destination as a normal customer.”
What the operators say
Gold Medal Trade Partnerships Director Karen Fletcher said: “At Gold Medal we see fam trips as an investment in our agents’ selling success and believe that first-hand experience of a destination or product is invaluable – that’s why our fam trip programme is so far-reaching and as easily-accessible as possible.
“There are various different mechanics that form part of our selection criteria; we look at factors including participation in our training, attendance at our supplier events, enthusiasm, and long-term partner potential rather than rigid sales targets; and we truly aim to give as many agents as possible the chance to join trips.
“For us, fam trips aren’t just rewards – they’re one of many ways that we support our agents in growing their business. The insider knowledge that can be gained from fams builds confidence, gives insight that can’t be found by reading a brochure and is the best possible way for agents to sell authentically.”
Travelpack said it also offers the chance to win a fam trip by inviting people to join its webinars. “That way it shows us these agents have an active interest,” Travelpack said.
Cyplon Holidays Sales Director Stephanie Robins said: “I will absolutely take our top agents on fam trips but will always take them to destinations or hotels they haven’t yet seen. Without them we wouldn’t have a business.
“In contrast to that, I always take three-four agents on each trip who I feel have the right client base/have been trying to support Cyplon but haven’t quite managed to get a booking over the line yet. These agents are vital in our future growth and absolutely worth investing in.
“I’m also happy to take an array of agents from the apprentice to the owner. Some of our biggest supporters have been agents we gave their first fam trip to.”
