Attend events

Homeworkers don’t have the same visibility as their high street counterparts, who often receive regular visits from suppliers like hotels, cruise lines, and tour operators. Their affiliation with a retail brand, especially if it’s well established, can also give them first priority on fam trips.

This is why travel industry events, where you can meet these partners in person, are extremely important for securing a spot.

“Sign up to membership groups which host regular events for agents to meet suppliers,” Becky Walker, travel consultant with Club Voyages, said. “There are also annual conferences run by tourism boards, cruise lines, and airlines. The list is endless.”

Walker also warned against neglecting relationships with suppliers in favour of clients: “People tend to concentrate on building the front side of the business but forget to build it behind the scenes. Those relationships with BDMs and other senior people in the industry are key.

“I’ve been on quite a few [fam] trips, and at least half of them are through specific invitations. There have been others I’ve won a place on, but receiving a specific invitation means I’ve built that relationship with a supplier or brand.”

Sell yourself

Being a professional travel agent is no longer a sufficient reason to be invited on a fam trip.

Today's suppliers need to understand your business model to ensure they see a strong ROI, which is why it’s just as important to provide regular information and updates about your company.

For example, if you’ve decided to focus on designing luxury honeymoons, it’s important to communicate this speciality to the hotels that cater to this market. Similarly, you should let suppliers know if you have clients who fit their target demographic.

“I’ve always found it helpful to have a good relationship with hotel representation companies and to keep them in the loop about what you’re working on,” said Max Ball, founder of Anchor & Atlas Travel.

Not only does this consistent communication build trust and reliability, but it also allows the supplier to better customise an itinerary for you if and when they invite you on a fam trip.

Show the numbers 

It’s not enough to request a place on a fam trip just because you like the look of it.

When approaching the supplier, make a watertight case for your attendance. Submit evidence of having already sent clients to the destination or property, and outline how a fam trip would further increase these bookings.

If you haven’t already booked the property, explain why you’re a worthy candidate. For example, you may have made several bookings for a similar destination, or received multiple enquiries about the host hotel.

Don’t be afraid to get into the finer details either. Duncan Greenfield-Turk, founder of Global Travel Moments, believes it’s essential agents understand their metrics before requesting to visit a property.

“Know your numbers, not just the destination, i.e., which properties you book, how many room nights, and the ADR [average daily rate],” the industry veteran told TTG.

Go small 

When first starting off in the ‘fam trip’ game, many agents defer to large tour operators and hotel chains.

This logic makes sense: companies like Gold Medal and Contiki are well respected across the industry for their educational visits, while larger hotel brands often have a robust sales team dedicated to supporting trade partners.

However, the lofty reputation of these suppliers also means that their fam trips are in high demand.

It can therefore be extremely hard to secure a place, especially if you haven’t booked their destinations or properties in the past.

An alternative is to target lesser-known suppliers. While they may not have the budget to organise and promote fam trips, that doesn’t necessarily mean they’re against hosting agents – especially for individual stays.

“Go for smaller company fam trips; they are still fabulous!” suggested Sarah Edwards, founder of Curated by Sarah TC. You may also have better luck with a travel supplier that specialises in niche experiences, such as running, cooking, or fashion, and is therefore likely to face less demand.

Invest in social media

Social media isn’t just a way to connect with your clients; it is a tool for verifying yourself as a travel professional to suppliers.

“So many trips I’ve been on, social media has been mentioned as either a reason I’ve been picked or seen as a benefit of having me there, along with the exposure from UGC (user-generated content) I create,” one top luxury agent told TTG. “Some suppliers followed me from their personal accounts before I realised who it was.”

The agent added that some suppliers view social media as a “prerequisite” for joining a fam trip, which makes it crucial that advisors showcase themselves.

“Make sure you are showing up as the original, authentic you on your socials, rather than just using stock imagery.”

This sentiment was echoed by Stu Darnely, national sales manager at G Adventures: “Homeworkers who maintain a strong online and social media presence are often prioritised for fam trips. It’s not about having the highest sales figures, it’s about demonstrating genuine enthusiasm and consistently sharing experiences with customers and fellow agents. We look for agents who actively spread the word and showcase what they’ve learned, helping to inspire others.”

It’s also important that your social media content aligns with the brand of the supplier hosting the fam trip. For example, if you wish to visit a detox retreat, you should already be communicating an interest in health and wellness tourism on your Instagram grid.

Another way to secure fam trips is by sharing promotional content for the brand, which not only raises your profile with the supplier but also demonstrates your genuine interest in their products.

“I’ve been asked to attend fam trips based on creating content for brands to increase their visibility,” said Sarah White, founder of Wanderlux Luxury Travel.

“We are intermediaries between the client and the supplier, especially for B2B-only suppliers. We are essentially their influencers. If suppliers can see you not only making bookings but also helping gain exposure, it’s beneficial for their algorithm too.”