A well-executed fam trip can be a game-changer, driving significant business to your venue or region. Whether you’re competing for large-scale international association conferences, luxury corporate incentives, or major cultural events, the impact of a great fam trip can’t be overstated. It has the potential to shape long-lasting relationships, increase bookings, and significantly boost the economy of your destination. To ensure success, every detail counts. It’s not just about the facilities you show but about creating a memorable experience that lingers long after the guests leave.

At Leopold Marketing, we understand better than most what it takes to make a fam trip not just successful but truly unforgettable. With over 25 years of award-winning destination marketing experience, we’ve worked with countless venues and destinations throughout the UK and beyond, helping them to stand out in a competitive market. Our expertise lies in delivering tailored marketing solutions that elevate our clients’ pitches when promoting locations and products to organisers of meetings, incentives, conferences, and events.

Specialising in the business event and economic development sectors, we have an unrivalled grasp of the market, and a proven track record in strategic planning and hands-on delivery. From market research to product and team development, we know how to position a venue or destination at the top of an organiser’s shortlist. Fam trips are a key part of that equation, offering a unique, immersive experience to showcase what your location and product can offer potential clients. With our deep understanding of this landscape, we’ve developed an approach that ensures these trips have maximum impact, driving future business and brand loyalty.

Through our extensive experience in fam trip coordination, marketing strategy development, and stakeholder engagement, we’ve fine-tuned the art of curating fam trips that leave a lasting impression. Whether it’s helping clients research their market, build an irresistible marketing strategy, or deliver a flawless fam trip, we’re committed to offering expert support at every stage.

In this blog, we share key insights on how venues and destinations can create spectacular fam trips that truly resonate with guests—transforming curiosity into bookings and securing long-term relationships. These tips are grounded in the practical experience we’ve gained from delivering tailored solutions to clients across the globe.

Here’s how you can turn your next fam trip into a fabulous, business-driving experience.

1. Understand and Target Your Key Audiences

Knowing your audience is the cornerstone of a successful fam trip. Every guest on your trip will have different priorities, depending on the events they are planning. International association buyers, for instance, will be more focused on large-scale logistics, while a corporate event planner may be looking for more exclusive, high-end experiences. The key is to segment your audience carefully and craft an itinerary that addresses their specific needs.

It’s not just about whether they are from the corporate or association sector; dive deeper. What industry are they in? What kind of delegates do they cater to? By inviting a targeted group of like-minded professionals, you create an environment where attendees can engage with the content more effectively and network with peers who share similar challenges. This targeted approach makes your  fam trip not only more engaging but also more productive for your guests, as they’re surrounded by people with shared goals.

2. Qualify Your Guests

A fam trip is an investment—both in time and resources. Therefore, you want to make sure you’re inviting guests who are likely to bring business back to your destination or venue. Don’t shy away from qualifying your guests. It’s important to know what they are working on, how many delegates they typically handle, and how their events align with what you offer. Ask them direct questions: What upcoming events are they considering? What type of delegates do they expect to bring? How many room nights and ancillary activities will their events generate?

This pre-trip vetting not only ensures that your investment is being wisely spent, but it also gives you the insights needed to tailor the trip to their preferences. Guests who feel like their individual needs are being addressed will be far more likely to view your destination or venue as the perfect match for their future events.

3. Allocate a Realistic Budget

Let’s be clear: fam trips come with costs, but the potential return is enormous. When budgeting for a fam trip, think of it as a marketing investment with a long-term payoff. If your venue or destination is looking to attract major conferences, corporate incentives, or global events, the effort and expenditure now will position you as a go-to option later. The costs might not be recovered immediately, but a successful fam trip often leads to years of repeat business and new client referrals.

It’s crucial to allocate enough budget to not just meet expectations but exceed them. Your guests need to leave feeling that the experience was both enjoyable and valuable. Whether it’s high-end accommodation, gourmet dining experiences, or exclusive local excursions, the more thoughtfully you invest in creating an exceptional experience, the greater the impression you will leave on your guests.

4. Curate a Balanced Itinerary

A well-balanced itinerary is key to the success of a fam trip. While you want to showcase all the best aspects of your venue and destination, it’s important to remember that less can sometimes be more. Overloading your guests with non-stop activities can leave them exhausted and unable to fully appreciate what they’ve seen.

Instead, curate a schedule that offers a mix of experiences. Yes, showcase your best facilities, but also include time for your guests to absorb the destination itself—its culture, its food, its unique ambiance. Build in opportunities for reflection, catching up on their emails, and downtime, where guests can relax, recharge, and ask questions. Don’t underestimate the importance of these quieter moments; they often lead to more meaningful interactions and discussions about future business.

5. Showcase, Don’t Sell

Fam trips are not the time for hard sales pitches. Your guests are already interested in your destination—otherwise, they wouldn’t be there. What they need now is to experience the essence of what makes your venue or destination stand out. This is your opportunity to showcase your unique selling points in a way that feels organic and engaging.

Is your venue known for its cutting-edge technology? Show it off with a live demo, not a slide deck. Does your destination boast rich cultural heritage? Take guests on a behind-the-scenes tour or organise a themed dinner that brings the local traditions to life. Give your guests experiences they can’t get anywhere else, and let the destination’s story tell itself.

6. Give Them the VIP Treatment

Treat every guest like a VIP. From the moment they arrive, roll out the red carpet (literally, if possible). Have senior executives or key representatives personally greet them, and provide thoughtful, personalised welcome gifts—something that goes beyond the usual corporate branded swag. Consider adding a local touch to the welcome package, such as handcrafted items or locally-sourced products that reflect the spirit of your destination.

Luxury, exclusivity, and personal attention make a lasting impression. Remember, your guests are evaluating not only the destination and venues but also the level of service you offer. If they feel special and valued, they’re more likely to trust that their own clients or delegates will feel the same.

7. Incorporate Hands-On Experiences

Immersion is key to creating lasting memories. Take your guests beyond simply seeing the destination—let them live it. Whether it’s a cooking class with a renowned local chef, a private tour of a cultural landmark, or a hands-on activity like crafting or local wine tasting, engaging your guests in unique, hands-on experiences adds depth and excitement to the trip. These types of activities don’t just showcase what your destination has to offer—they help your guests imagine how they could recreate these experiences for their own clients, adding value to their future events.

8. The Journey is Just as Important as the Destination

Logistics matter. How your guests travel from one place to another can either enhance or detract from the overall experience. It’s important to ensure smooth, comfortable, and, if possible, interesting transitions between locations. Instead of just shuttling them around in a coach, think about creative ways to transport them—whether it’s a scenic boat ride, a ride in vintage cars, or even a walking tour that lets them appreciate the local architecture.

Your guests should never feel like they’re just going from point A to point B. Make the journey part of the adventure.

9. Build in Networking Opportunities

Remember that fam trips are as much about building relationships as they are about showing off your destination. Provide ample opportunities for your guests to network—not just with you and your team but also with local vendors, venue representatives, and community leaders. Informal settings, such as group dinners, cocktail receptions, or relaxed morning coffees, are perfect for these conversations. Networking time also allows you to gain valuable feedback and insights, helping you improve future trips and build stronger connections with your attendees.

10. Offer a Surprise Element

Everyone loves a surprise! A well-timed, unexpected ‘wow’ moment can transform a good trip into an extraordinary one. This could be a surprise celebrity appearance, an unexpected luxury gift, or an exclusive experience that isn’t available to the general public. The key is to make your guests feel like they’re getting something special—an unforgettable experience that goes beyond their expectations.

11. Follow Up with Impact

The experience doesn’t end when the trip does. Following up effectively is crucial to maintaining the momentum. Personalised thank-you notes, professional photos and videos from the trip will help attendees remember their experience and make it easier for them to share with colleagues. Consider creating a digital toolkit with highlights, key information, and resources they can use to promote your venue or destination.

Keep the relationship alive with ongoing communication, whether it’s checking in to see if they have any upcoming event needs or sending updates on new features or developments in your destination.

Key Points to Remember

Fam trips offer an unrivalled opportunity to create lasting impressions that translate into real bookings and long-term partnerships. By curating a thoughtful, personalised, and well-executed experience, you can elevate your destination or venue from good to unforgettable—positioning yourself as a top choice in the minds of the decision-makers who can bring significant business your way.

With careful planning, creativity, and a focus on making every guest feel like a VIP, your fam trip will not only be fabulous but also leave a lasting legacy in the form of future bookings and strong professional relationships.

Birmingham Bull Ring

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