It is no secret that travel advisors have access to some of the most incredible industry perks in the world. Who else can say they receive exclusive Familiarization (FAM) opportunities to experience five-star destinations, luxury cruise ships, and elite hotel properties firsthand?
As a successful advisor, personal travel is going to happen inherently. You will likely wake up one day and realize you have a new FAM trip, industry conference, or personal getaway booked for almost every month of the year. Taking full advantage of these opportunities to learn your niche, discover new markets, and meet face-to-face with supplier partners is exactly what you should be doing.
However, you must ensure you are not embarking on these trips without a targeted business objective. Keep in mind that no matter where in the world you go, you are still a travel advisor. Taking just 15 to 30 minutes before departure to build a personal travel strategy ensures you maximize your return on investment—even if your primary goal is simply rest and relaxation.
The Marketability of Your Itinerary
A solid personal travel strategy helps you define exactly what you intend to extract from your time away. Before you pack your bags, think critically about the marketability of your trip.
Do you have a prospective client heading to this exact destination soon? Are you trying to pivot your agency to sell more of this specific supplier’s product?
To transform your personal travel from a simple vacation into a powerful marketing asset, you must plan ahead. Here are the 6 crucial elements you should consider before leaving on your next trip:
1. Define Your Core Objective
What is your primary purpose for this trip? Whether it is strengthening a relationship with a specific resort General Manager, testing out a new luxury transfer service, or simply unwinding, you must identify at least one tangible business asset you hope to bring back with you.
2. Book High-Intent Excursions
Is there a specific, highly sought-after tour or experience that your ideal clients would want to book in this destination? Experience it firsthand so you can sell it with absolute authority and personal conviction upon your return.
3. Request Industry Upgrades
Did you proactively reach out to the property’s sales team to inform them of your arrival? As a travel professional, you should always formally introduce yourself and politely request an upgrade or a site inspection. Securing the best room possible ensures you capture premium, aspirational photos for your social media channels.
4. Plan Your Content and Shot List
Do you have a dedicated photoshoot planned, or a specific strategy to capture the true essence of the destination? Do not just take random photos; create a shot list of the lobby, room categories, dining venues, and unique details that will appeal to your target demographic.
5. Schedule Strategic Site Visits
Have you blocked out time for professional networking? Plan brief, targeted site visits with a local Convention and Visitors Bureau (CVB), Destination Management Company (DMC), or specific hotel partners to expand your on-the-ground network.
6. Determine Your Social Media Timeline
Decide in advance if you are going to post live updates to your social media stories during the trip, or if you prefer to be fully present and batch-post your curated content once you return home.
💡 TARC Tip: Batching your content is often the best strategy for high-ticket advisors. Take hundreds of photos and videos while traveling, but wait until you are back in your office to professionally edit and write compelling captions. This allows you to stay present on your trip while securing months of marketing material.
Elevate Your Next FAM Trip or Conference
If you are heading to an upcoming industry event or supplier FAM trip and want to guarantee you are maximizing your time, we highly recommend investing in dedicated training.
First, be sure to review our comprehensive Preparing for FAMs and Conferences resource in the TARC portal.
Additionally, we highly recommend checking out our trusted partner program, FAM With Intention, for incredible strategies on how to market your travels:
- FAM With Intention (Course Only)
- FAM With Intention (Course + 30-Minute Coaching Session)
- FAM With Intention (Course + 60-Minute Coaching Session + Custom Social Media Plan)
By applying a strategic lens to your personal travel, you transform every trip into a powerful tool for agency growth. Stop traveling like a tourist, and start traveling like the luxury professional you are.
