WELCOME TO THE FAM -The Power of FAM Trips in the MICE Industry: Creating Lasting Connections and Driving ROI

2024 has been a strong year for the MICE industry. Live events are back on track and inching closer to pre-2020 numbers, with conferences thriving and record attendance driving brand activations at almost all the major conventions. With all this momentum, meeting and conference planners have a lot to consider when sourcing venues, accommodations, off-site experiences, and everything else that goes into selecting the perfect location for important business gatherings.

MICE pros making plans at IMEX 2024

From coordinating seamless transportation to and from regional airports, to balancing group accommodations for both convenience and amenities, to sourcing local off-site experiences, planners have plenty on their plates. For these professionals, who are responsible for recommending locales, hotels, and venues, firsthand experience is essential. Nothing compares to a real-life introduction to a destination, venue, or hotel. This is where FAM (familiarization) trips come in—a valuable tool that allows planners to immerse themselves in the local culture, explore facilities, and experience the true essence of a location. While these trips are essential for planners, they are just as beneficial for destinations, hotels, and regional tourism boards. In fact, a well-planned FAM trip can provide a significant return on investment (ROI) for destination marketing organizations (DMOs), regions, and hotels.

THE IMPORTANCE OF FAM TRIPS FOR CORPORATE MEETING AND EVENT PLANNERS

Meeting planners are tasked with crafting experiences that go beyond logistics and event schedules; they’re silently expected to create the most memorable moments for their attendees with each and every event. While utilizing DMC’s (Destination Management Companies), online resources, virtual tours, and digital marketing materials can offer useful insights, they fall short of the impact of experiencing a destination in person. However, FAM trips provide an opportunity to step into the venue, explore the surroundings, engage with local suppliers, and gain a true feel for the destination’s unique attributes.

Planners can evaluate multiple aspects during these trips, including ease of access, accommodation standards, available activities, and dining options—all of which influence their decisions. Seeing a hotel’s conference room layout, experiencing the quality of service, or tasting a catered meal on-site provides valuable insight that simply cannot be replicated through digital channels or third party recommendations. 

For planners aiming to learn about specific regions, destinations, or hotels, FAM trips serve as the ultimate decision-making tool, allowing them to select the perfect location with confidence. When an event space feels right, planners can better envision their event's potential, leading to stronger proposals and a greater likelihood of choosing that destination for future business.

INSIDER FAM HOST TIP: Why Smaller, More Intimate FAM Trips Work Best

We can’t talk about the benefits of attending FAM trips for planners without discussing all that goes into it from the hosting DMO side.  We acknowledge that just as much goes into planning a FAM trip for planners, as all that goes into planning the end-user event. But although hosting large FAM trips may seem appealing, especially when aiming to impress a broader audience, it’s actually the smaller, more intimate FAM trips that most often yield stronger results. By limiting the number of planners attending (8-12 is typically a good number), hosts can foster more meaningful connections and deeper engagement, ultimately creating a more tailored and personalized experience.

THE WHY

Smaller groups allow for individualized attention, where planners can engage more thoroughly with local representatives, hoteliers, and venue managers. This setting also encourages in-depth discussions about each planner’s specific needs and expectations. With fewer distractions, participants can form genuine connections and establish rapport with one another and with their hosts, resulting in higher levels of trust and a stronger inclination to bring future events to the region, especially if they have been able to experience the best of the best that that region or destination has to offer (think restaurants, hotels, offsite experiences), which is typically the case for smaller FAM groups.

On the other hand, larger FAM trips can dilute the experience, with attendees receiving less personalized attention. These trips can feel more like a crowded tour than an immersive experience, making it challenging for participants to be fully educated on the destination's unique selling points. So in reality, when it comes to FAM trips, less is often more—because smaller groups translate to richer experiences, deeper understanding, and more impactful takeaways for planners.

THE ROI OF FAM TRIPS 

For DMOs, destinations, and hotels, investing in FAM trips is not merely an expense; it’s a strategic investment in long-term business growth. Hosting a FAM trip allows a region or property to showcase its strengths, highlight new features, and promote hidden gems that might go unnoticed. When planners see first-hand how a destination aligns with their event's vision, they are more likely to book. Plus, the authentic feedback that can be harvested from the planners on the FAM trips is invaluable.

The ROI of hosting a FAM trip becomes evident when considering the economic impact of securing a conference or large meeting. Even a single successful booking can yield significant revenue, filling hundreds of hotel rooms, booking local vendors, and driving traffic to local attractions and restaurants. Additionally, once a planner selects a location, word-of-mouth recommendations and the potential for repeat business provide further value.

DMOs that holistically consider the authentic feedback received directly from planners gain insights into areas for improvement and new offerings that may be needed. This smaller, controlled group provides a unique perspective, allowing for timely adjustments and enhancements, rather than waiting for feedback from the larger end-user audience. This feedback loop helps DMOs refine their marketing strategies and deliver experiences that cater to the broader target audience more effectively. By nurturing these relationships, destinations can develop long-term partnerships with planners, resulting in sustained growth and increased tourism.

KEEPING ALL EYES ON THE FAM - The Experience is Everything

As the MICE industry continues to grow, planners and hosts should both recognize the power of FAM trips in fostering connections and driving future business. By focusing on smaller, more curated experiences, DMOs, destinations, and hotels can ensure that planners leave with a thorough understanding of what makes their location special, ultimately positioning the destination as a preferred choice for meetings and events.

For meeting planners, the value of attending FAM trips extends beyond mere site inspections; it is about absorbing the ambiance, experiencing the quality of service, and discovering the local charm that will entice event attendees. It’s aslo about the relationships built and networking with other planners. For destinations and hotels, it is about seizing the opportunity to make a lasting impression, showcasing their unique offerings, and driving long-term growth through these curated partnerships.

FAM trips don’t just provide a look at what’s available—they offer a feel for the intangible qualities that turn a good event into a great one. With the right mix of personal touch, genuine connection, and strategic planning, a well-executed FAM trip becomes more than just an introduction; it’s the beginning of a long-term relationship that brings destinations to life, one memorable meeting at a time.

Left to right: (top row) - Meet Denver Fam 2024 group, A new discovery of fine dining at Seattle Airport Marriott. (Bottom row): Planners get a first hand look at standard rooms at a host city hotel, Happy planners during an offsite tour with Meet Denver.