Understanding the Purpose of Familiarization Tours
Familiarization tours—often shortened to FAM tours—are not just complimentary getaways. They serve as strategic tools for airlines, hotels, destination management organizations (DMOs), and other travel service providers to showcase their offerings to key decision-makers in the travel industry.
For corporate travel managers, meeting planners, and travel consultants, these tours are essential to building trusted recommendations and maintaining supplier relationships. The firsthand knowledge gained enables them to match clients with the most suitable services, making these tours integral to program success.
Who Participates in FAM Tours?
Travel Advisors and Consultants
These professionals often use familiarization tours to better understand hotels, local transportation, airport access, and cultural nuances. The result? More accurate guidance for clients and more compelling itineraries.
Corporate Travel Managers
When selecting preferred vendors or evaluating a new destination for company events, corporate travel managers may attend FAM tours to assess safety, cost-effectiveness, and service quality.
Meeting and Event Planners
FAM tours can be a game changer for planners evaluating venues for incentive travel, conferences, or retreats. These tours help them inspect spaces, meet on-site teams, and validate service capabilities before booking.
How Familiarization Tours Work
FAM tours are typically invitation-only and organized by travel suppliers or tourism boards. They are designed to simulate an actual client experience, allowing participants to engage with the product as a traveler would.
Itinerary Structure
Tours may range from one-day hotel site inspections to multi-day, multi-destination journeys. Itineraries are packed with sample activities like:
- Site visits to hotels or convention centers
- Sample excursions (e.g., guided city tours)
- Hosted meals to experience local cuisine or service
- Meetings with local vendors or tourism boards
Cost and Expectations
While most or all costs are covered by the host, participants are typically expected to provide feedback or offer increased bookings in return. Hosts may also require post-tour reports or sales commitments, especially if the experience is exclusive or high value.
Why FAM Tours Matter in Corporate Travel
Builds Trust with Suppliers
Face-to-face interactions with vendors and firsthand exposure to products help build more transparent and effective supplier relationships.
Improves Booking Accuracy
Rather than relying on brochures or third-party reviews, travel managers can confidently book services based on their own experiences.
Enhances Policy Compliance
Well-informed advisors can more effectively align their recommendations with travel policies, preferred vendors, and negotiated rates.
Supports Duty of Care
Experiencing safety protocols, transportation infrastructure, and accommodations in advance helps assess risks and ensure traveler wellbeing.
Pros and Cons of Familiarization Tours
Pros
- Firsthand experience leads to better client recommendations
- Strengthens supplier relationships and negotiation leverage
- Helps validate vendor claims and assess service consistency
- Encourages professional development and destination expertise
Cons
- Time commitment can be significant
- May create perceived bias toward hosts or sponsors
- Not always scalable across large travel teams
- Limited availability for smaller agencies or independent planners
Best Practices for Maximizing a FAM Tour
Whether you’re invited to a hotel site inspection or a multi-day destination immersion, the following best practices ensures you get the most value:
- Do your homework: Research the destination, suppliers, and host company beforehand.
- Be present and professional: Treat it like a business trip, not a vacation.
- Take notes and photos: These become invaluable when crafting itineraries or reporting to your team.
- Engage actively: Ask questions, meet people, and attend all scheduled activities.
- Report back: Share insights with internal stakeholders or clients to drive ROI.
Key Considerations Before Accepting a FAM Tour
Not every familiarization tour will benefit your organization. Consider the following before committing:
- Relevance: Does the tour align with your current travel program, supplier strategy, or destination interest?
- Timing: Will participation disrupt key work cycles or client obligations?
- Policy Compliance: Does your company allow participation in supplier-hosted events or require pre-approval?
- Transparency: Can you document the experience and avoid perceived conflicts of interest?
How to Get Invited
Travel suppliers often extend FAM invitations to individuals or companies that meet certain criteria:
- High-volume bookers
- Strategic partners or consortia members
- Those who influence large travel programs
- Agencies with strong marketing or social media visibility
Building strong supplier relationships, participating in industry events, and maintaining a professional reputation can all increase your chances of receiving an invite.
Frequently Asked Questions
Are familiarization tours only for leisure travel professionals?
No. While leisure agents frequently attend, corporate travel managers and meeting planners also benefit from FAM tours. These tours allow them to evaluate services and destinations for business use, aligning decisions with company goals and policies.
Do participants pay for familiarization tours?
Usually, the host covers most costs, including accommodation, meals, and activities. However, attendees may need to pay for flights, tips, or optional add-ons. Some organizations may also require attendees to use PTO or report participation to avoid compliance issues.
Can a familiarization tour influence preferred supplier decisions?
Yes. FAM tours give travel managers the opportunity to evaluate suppliers in person, which can influence future decisions. Observations made during the tour—such as service standards, traveler comfort, and policy alignment—can lead to changes in preferred vendor lists.
How do companies track the value of FAM tours?
Some organizations require post-tour reports or track booking behavior changes to measure ROI. Others use qualitative insights—such as improved traveler satisfaction or policy alignment—as indicators of value.
Can FAM tours help with risk management?
Absolutely. Seeing transportation systems, accommodations, and health/safety protocols firsthand gives corporate travel managers a clearer view of potential risks and how well-prepared vendors are to manage them.