FAM Trip FAQ: How to Get the Nation’s Top Travel Writers and Influencers to Your Destination

Q: What is a FAM trip or FAM tour?

Short for familiarization, “FAM” trips or tours are popular in the world of travel management. FAM trips allow travel agents and event planners to experience a destination firsthand, providing valuable knowledge that helps them create the best experiences possible for their clients.

FAM trips are not limited to travel agents and event planners. Many convention and visitors bureaus (CVB), state departments of tourism, and destination management organizations (DMOs) host FAM trips for travel writers and social media influencers to garner attention for their destination and increase visitation. Writers and social media influencers are invited to experience everything a destination has to offer at little or no cost.

Q: My organization has a limited budget. Can we still host a FAM trip?

Yes! A successful FAM trip is typically a collaborative effort hosted by a DMO with a variety of the area’s attractions and restaurants participating. It’s instinctual to want the primary focus to be on your attraction or destination but travel writers and social media influencers are looking to share what an entire weekend or week-long getaway to your city could look like. This benefits you if you have a limited budget!

Reach out to your local CVB or state tourism department. Ask about partnering with them to host a FAM trip or if they would add your organization to one that’s already planned. If you’re an attraction, partnering with a local luxury hotel is another great way to save if your budget is tight.

Reach out to other local venues, attractions and restaurants. Most will likely offer free tickets or free food and beverages in exchange for being included as a stop on the trip itinerary.

Q: How do I identify travel writers/social media influencers to invite? What’s the best way to contact them?

Consider the story you want to tell about your destination. Is it a family-friendly weekend getaway? Is it a sports fan’s paradise? Is your city going through a renaissance, and you’re seeking to highlight new attractions or its up-and-coming culinary scene?

Next, think about your target market. What type of visitor are you hoping to attract? Families on a budget with young kids? Singles looking for a place with fun nightlife? C-Suite executives traveling for business?

Once you’ve identified the above, you can search for travel writers and social media influencers who are telling that type of travel story to your desired audience.

Some publications hyperlink the writer’s contact information in the byline. Most social media influencers list how to get in touch with them in their bio. When in doubt, you can always direct message the writer or influencer on social media, explain you are reaching out with a FAM trip opportunity, and ask for the best way to get in touch with them. Although your FAM trip will have many partners and collaborators, it’s best to have one designated point of contact communicating with writers and influencers attending the trip.

Q: What do travel writers and social media influencers want from a FAM trip?

For a general FAM trip, your itinerary should include both “must-see” or “bucket-list” activities in your area as well as unique, lesser-known activities and dining options. Alternatively, consider giving your FAM trip a theme centered around a certain topic, such as new things to do in your city, outdoor adventures, or activities and dining for the sports fan.

Leave some room for breaks and independent exploration in your itinerary. FAM tour attendees will appreciate and want some downtime during the weekend either to rest, work on an assignment, or explore something that’s not included on the trip itinerary.

Make things easy for travel writers and social media influencers by providing the itinerary in both a digital and print format. Provide key talking points, social media handles and more for the various attractions and dining stops on the itinerary.

Consider creating a way for attendees to interact with each other before the trip such as a Facebook group, text group chat or email thread. FAM trips are a great networking opportunity for those in the industry. You’ll find attendees enjoy the chance to get to know like-minded peers, discuss industry trends and challenges and even travel together to your location.

Q: How do I ensure the FAM trip yields results for my organization and isn’t just a free trip for writers?

Set clear expectations before the trip, especially with influencers. If your organization has an existing contract for working with influencers, adapt that to apply to the FAM trip and have them sign. Clearly communicate deliverables with social media influencers (in exchange for their trip, the hosts of the FAM tour would like a certain number of in-feed posts, reels and blog posts, if applicable). Request they send you links and analytic data for any content they create.

Ask traditional travel writers to send you links to their articles once they’ve been published. If you have access to media monitoring software, you can track this coverage yourself and see metrics like impressions, advertising value equivalency and more.

Common Ground Public Relations is a marketing and public relations agency with decades of experience in the travel, tourism, and hospitality industries. Our team supports clients ranging from National Parks and historic sites to world-class museums and attractions to luxury hotels. To learn more about how we can help you with your communications needs, fill out the online contact form or give us a call at 636-530-1235.