Agent Diary: Suppliers are right to want a return on investment from fam trips

Without an increase in sales suppliers may stop offering them, says Hays Travel Gateshead branch manager Colin Burns

“Ok Colin, you can go on your work trip to Crete next week, as long as we are sure that you don’t pass through Argentine airspace!”

This was my parents’ response when I was offered my first educational in May 1982, at the height of the Falklands War. I was 17 and had never been abroad before. Looking back, it seems strange this was my parents’ only concern – safeguarding has certainly come a long way since then.

I agree with Royal Caribbean’s Ben Bouldin that suppliers have a right to see a return on the investment in hosting these events

I had an absolute blast and still remember all the hotels we stayed in and the sights we saw. I learnt so much and, to this day, Crete remains my favourite holiday destination. I’d also like to bet that I have sold more holidays to the island than anywhere else over the years.

There has been a lot of discussion recently around the value of fam trips and I agree with Royal Caribbean’s Ben Bouldin that suppliers have a right to see a return on the investment in hosting these events.

Operators, airlines, hoteliers and ground handlers all give up time and resources to see an increase in the usage of their products, and of course agencies allow staff time away to boost their knowledge and, ultimately, increase sales.

Make the right choice

For me, having the right staff on a trip is key: who in your team would benefit most from attending? For example, a couple of years ago my shop was offered a place on a Jet2 Vibe trip to Ibiza. It would have been easy to say one of the younger ones should go, but in the end it was decided it should be me, despite being in my 50s. The reason? This was a chance for me to sample a product I would never choose for my own holiday but which I am expected to be able to sell to my customers.

I returned to work with first-hand knowledge, which made a massive difference when serving groups of young people as I was able to say that I’d seen Mark Ronson at Ibiza Rocks

After spending three nights jumping up and down like a loon and listening to music I would usually tell my kids to turn down, I returned to work with first-hand knowledge, which made a massive difference when serving groups of young people as I was able to say that I’d seen Mark Ronson at Ibiza Rocks. The look on some of their faces was priceless!

But it’s crucial you share the knowledge you gained with your colleagues so the whole team benefits from the trip, rather than filling in a fact file and putting it in a drawer, never to be seen again. Using what you have learnt to secure that sale and help your colleagues is crucial.

Help to close sales

Hays Travel recently appointed P&O Cruises experts in each region to act as a central point of information about everything relating to the line. Yes, this will include them enjoying ship visits. But after each one they will share what they have learnt with colleagues and make themselves available to assist in closing sales. Again, a lot of thought went into deciding which staff members would have the skills to be able to make this work.

It’s crucial you share the knowledge you gained with your colleagues so the whole team benefits from the trip

So, my advice to you if you get an invite for a fam trip is to think about whether it is right for you. How will you and your colleagues benefit? It can be a tough call as we all love a jolly, but if the suppliers don’t see a return in the form of more bookings, they may just stop offering them.

Look here, a fam trip’s like this…

On the subject of fam trips, our new apprentice Sophie asked me recently what they involve. I explained that it was a chance to go to a destination and look at some of the hotels there so you’d be able to make recommendations. “So, if you go to Benidorm, you’d have to look at all of the hotels there?” she asked. I told her that wasn’t quite right – she wouldn’t have to look at all of them, just a selection. “Ah, I see,” she continued. “Well, I hope I never get a cruise educational then – if it’s only one ship, it would be really boring just standing on the dock looking at it all day.” Maybe I should have said “visit” and not “look at”…

More: Cruise bosses demand return on investment for free fam trips

Comment: Fam trips are an investment in knowledge, not frivolous jollies

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