Guide · The basics
What is a fam trip?
A fam trip (familiarisation trip, spelled familiarization in US English) is a short, usually subsidised trip that a DMC, tourist board, rep or airline runs for travel agents and tour operators, so they can see a destination and its products first-hand and sell them with confidence afterwards.
Who goes on a fam trip?
Fam trips are for people who sell travel to the public or put trips together for those who do. That means retail travel agents and travel advisors, home-based and independent advisors, tour operator product managers, and the reservations and sales staff who answer client questions day to day.
Hosts choose the group. They look for people who already sell the destination, or who have a clear plan and client base to start, because the purpose of the trip is future bookings. Journalists and content creators travel on press trips, which are run separately and judged on coverage rather than sales.
How is a fam trip different from a site inspection, an educational or a hosted buyer programme?
The terms overlap and the trade uses them loosely, but they describe different arrangements. The table sets out the usual meaning of each.
| Type | Who travels | Group | Who usually pays | Purpose |
|---|---|---|---|---|
| Fam trip | Travel agents and tour operator staff selected by the host | Small group with a host leader | The host and its partners cover most ground costs; flights vary | See a destination and several of its products |
| Educational | As for a fam trip | Small group | As for a fam trip | Often the same thing as a fam; some hosts use it for a training-led trip with sessions or a certificate |
| Site inspection | One agent, or a pair, often with a particular client or booking in mind | Individual | Rooms are often complimentary; the agent may pay travel | Check specific places to stay before recommending them |
| Hosted buyer programme | Pre-qualified buyers attending a trade show or workshop | Large group | The organiser covers travel and accommodation in return for scheduled appointments | Meet many suppliers in one place, sometimes with a short pre- or post-tour |
| Press trip | Journalists and content creators | Individual or small group | The host | Editorial coverage |
Who hosts fam trips in Africa?
Most Africa fam trips are hosted by one of four kinds of business, and many are hosted by several together:
- DMCs and ground handlers, which plan the routing, provide vehicles and guides, and show the quality of their own operation.
- Tourist boards, which promote the destination as a whole and often coordinate the private sector, airline partners and park authorities.
- Reps (representation companies), which act for the suppliers and DMCs they represent in a source market and build a trip across their clients.
- Airlines, which provide or discount seats, usually alongside one of the hosts above.
A typical co-hosted trip has an airline providing seats, a DMC running logistics and accommodation partners giving rooms, and a tourist board or rep selecting the agents.
Who pays for a fam trip?
The host and its partners usually pay for the ground: accommodation, meals, guiding, transfers, activities and, in most Africa programmes, park and conservancy fees. International flights vary by programme. Some are provided by an airline partner, some are sold to agents at a reduced trade fare, and some are paid by the agent in full.
Agents usually pay for their own travel insurance, visas or electronic travel authorisations, vaccinations, personal extras and gratuities. Some hosts ask for a participation fee or a deposit that is returned on completion, to make sure the places go to people who will turn up.
What happens on a typical Africa fam trip?
A fam trip is a working trip with a packed programme. A typical day mixes the guest experience with the information an agent needs to sell it:
- Activities a client would do, such as game drives, walks or boat trips, with the guides who would lead them.
- Site inspections of rooms, suites and public areas, including places the group does not stay at.
- Meals with managers, owners or sales staff, where questions about rates, child policies and seasons get answered.
- A training session or presentation, usually with a fact sheet and rate information to take home.
- Travel days that show the routing and transfer times a client will face.
What is expected of agents after a fam trip?
Hosts expect a return on the trip. In practice that means written feedback soon after getting home, sharing what was learned with colleagues, featuring the destination in client communication, and, over the following months, bookings. Agents who stay in touch with the rep or sales contact are the ones invited again.
Questions travel agents and hosts ask
What does fam stand for?
Fam is short for familiarisation (familiarization in US spelling). A fam trip familiarises travel agents and tour operators with a destination and its products so they can sell them.
Is a fam trip free?
A fam trip is usually heavily subsidised rather than free. The host typically covers ground costs such as rooms, meals, guiding and transfers, while international flights, insurance, visas and personal extras are often paid by the agent.
Is a fam trip a holiday?
No. A fam trip is a working trip with a packed programme of activities, site inspections, meals with managers and training sessions. Hosts select agents who are likely to sell the destination and expect feedback and bookings afterwards.
What is the difference between a fam trip and an educational?
Many hosts use the two terms for the same thing. Where they differ, an educational is a more training-led trip, with structured sessions and sometimes a certificate, while a fam trip puts more weight on experiencing the product.