Agents’ Choice Readership Survey, we asked advisors to share insights on how FAM trips can be improved and if they find them beneficial
What was your favourite FAM trip and why? How do you think FAM trips can be improved?
“Every FAM I’ve ever been on is my favourite,” writes Kelly Stafford of Maritime Travel in Kingston, ON., continuing: “They are such an accessible and immersive way to experience a destination, and you get so much from the experience.”
Angela Kocsis of tripcentral.ca in Stoney Creek, ON, agreed, observing that: “FAM trips are most impactful when they include more local, immersive experiences — opportunities to explore the land, connect with the people, and experience the destination the way clients will.
And Kocsis adds: “That deeper connection helps advisors sell with more confidence and authenticity.”
“I have enjoyed all of my Fam trips,” writes Laurie Leonard of Enjoy Travel Timmins Branch in Timmins, ON, “however, agents need more down time between visiting resorts. I found it was rushed during a few of the last trips,” suggesting that trips could be extended in length so that they weren’t so rushed.
Lots Of Favourites
As for favourite FAMS, well, Kelly Belliveau of Our Destinations Travel in Meteghan River, NS, writes: “Visit Orlando years ago, still my fav, we did so much off the beaten track not just theme parks. Days full of learning and fun alike. I think more of this is important to be able to see what you are selling first hand.”
For Elisa Ossia of The Travel Agent Next Door in Toronto, ON, it was Turkey, recounting that: “We saw a variety of hotels, experienced local dining, traditional dining, entertainment, history walks, experienced tourist stops/shops and optional soft adventures.”
And Ossia suggests that to improve Caribbean fams, “Guides need to note key features of the property and to recap highlights after each hotel visit. This will help us take in more during the sight inspection and regroup with notes after each inspection. So, the hotels don’t all blend together.”
Jennifer Bradley of AMA Travel in Edmonton, AB, said her “favourite fam was Cook Islands (Tourism Board),” and also suggested: “I think FAMs and agent/ companion trips should be separate — both have value but a FAM should be agent focused.
Some Good Advice
Andrea Devisser of Expedia Cruises Chilliwack in Chilliwack, BC, said that her favourite fam trip was: “The Mekong River with AmaWaterways. It stood out because it wasn’t just about seeing a product, it was about understanding context. Being immersed in daily life along the river, meeting locals, and seeing how people live with the water gave real depth to the experience.”
And Devisser adds: “Pairing that with AI-focused social media workshops made it especially valuable, learning how to translate meaningful travel into modern storytelling while still on location was a game-changer.”
She also has some advice on how Fam trips can be improved starting with offering “more outside-the-box learning opportunities,” noting that while the traditional format — ship tours, presentations, dinners — still matters, the biggest value comes when FAMs:
- Teach advisors how to think, not just what to sell
- Include creative, practical skills — content creation, AI tools, storytelling, positioning
- Create space for reflection, discussion, and experimentation
- When education stretches beyond the product and into how we show up as advisors, FAM trips become transformational, not just familiarization.
Time for an invitation
Of note, is that a number of advisors told us that they had yet to be on a Fam trip and that’s something that suppliers may want to take note of …
Consider Annette Dawson of Direct Travel in Waterloo, ON, who writes: “I haven’t been on a FAM trip yet, but it’s high on my list. I can see how powerful they are for building firsthand destination knowledge and enhancing client recommendations.”
