The tour operator invested heavily in its brands’ educational trips last year, hosting 200 agents across 35 fam trips and sending another 80 to visit properties individually and said hotels have “embraced” its newer fam trip model, which puts agents first with smaller group numbers and more immersive itineraries.
It will now share these experiences on its new online fam trips hub, which will be accessible to all agents regardless of their affiliation with Gold Medal.
“We want to spread the knowledge to ensure it reaches the widest number of agents possible,” Sarah Lancashire, marketing director at Gold Medal, told TTG Luxury. “There is so much insight to be gained on these trips and that shouldn’t just stop with the people who go on them.”
She added that the fam trip model at Gold Medal is “robust”, following a thorough “pre-, post- and during” process for optimal results.
Each agent on the trip submits a form after returning, sharing their insight, recommendations, feedback, and images. This content is then scheduled to be posted on the hub, after being reviewed by its moderators.
“The fam trip hub is available to all of the agents, whether you work with us or not,” Lancashire said. “But if you do work with us, there are links that’ll take you to more content, which are password protected.”
This content includes marketing assets, such as copy and images, as well as exclusive offers. There will also be opportunities to join ‘first look’ trips to hot new properties and attractions, such as the Jumeirah Marsa Al Arab and the Universal’s Epic Universe.
The fam trip hub aims to cover all types of travel, whether it’s a multi-centre tour or a fly-and-flop holiday.
“We don’t assume every agent has the same level of experience, or that they’ve all been to the most popular destinations,” Lancashire added. “There’s always value to be gained from sharing fam trips.”
In light of recent research showing 90% of agents want a fam trip shake-up, Lancashire said she is proud Gold Medal is putting the needs and interests of agents first on such hosted stays.
“Our fam trips now are smaller, because that makes it easier for our suppliers to showcase what the property has to offer,” Lancashire said. “We also don’t cram the schedule because we recognise the value in understanding the property. Our partners have really embraced that.”
