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 Familiarization (FAM) ToursThese are organized trips for travel agents, tour operators, tour wholesalers or other members of the travel trade for the purpose of educating and "familiarizing" them with tourism destinations. By seeing the destinations where they are sending travelers, the travel trade is better prepared to answer customer questions and promote travel to the location. Also called "fams" or "familiarization tours." Your local Convention & Visitor Bureau, state tourism offices and even the Chamber of Commerce are constantly trying to showcase their product. One of the best ways to do that is a Familiarization (FAM) Tour in which prospective and qualified convention and meeting planners, tour operators, travel agents, writers and group travel clients are invited to your area to experience what the host city or regional area have to offer "first-hand." The FAM's vary according to topic and need; however, they are an effectove and often over-looked marketing tool.  Highlight
your property and product offerings by participating in city or area FAM tours. You will be asked to provide these rooms
complimentary; however, these individuals will experience your property first hand and obtain the true guest experience, thus
turning them into "sales agents" for your property. • FAM participants prefer to be in a single property ---one drop-off and pick-up
allows more time for touring local attractions. Therefore, ask to be the sole lodging facility for the FAM tour.
• Generally, fam participants do not like to share rooms. Although this can be expensive, especially when hosting larger groups, it is one investment that can pay off many times over. • Front desk staff members should be informed of the arrival date and time. They should have the group room keys ready upon arrival. Note: Luggage service is a must with tour operators. (Usually, staff members will handle this to obtain the portage fee.) • Tour operators are only interested in properties that can accommodate groups of 25 or more. Some foreign tour operators coordinate individual fly-drive vacations rather than group. In this case, smaller properties can be used. • If your property does not have elevators, tour operators (and their clients) like to be located on the ground floor. • If you have a restaurant, we may also ask you to provide breakfast, as many operators will include breakfast as part of their tour package. • Follow-up to make the sale! Those who have just seen your property and experienced your product and service delivery are more prone to book with you. Mailing your brochure/rack card to them following the tour is an excellent means of reminding them of their trip along with your property. |