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“Off on vacation again?” or “Getting paid to lie on the beach—what a dream job!” Every travel agent has heard comments like these more than once.
Yet so-called familiarization trips, or “fam trips,” have remained a core part of training and development in the travel industry—just as popular today as they were 50 years ago. More than just a training tool, these trips are often a genuine highlight of the job and a strong incentive for many to join the travel profession. What they are not, however, is a vacation.
Fam trips are organized by tour operators to better equip travel agents at the counter. Tourism boards host them to win over product managers from tour operators. Additionally, there are neutral, umbrella organizations that offer fam trips accessible to a broader range of participants. A leading example in the German market is the Willy Scharnow Foundation, which has been organizing familiarization trips to various destinations for over 70 years. The foundation’s original mission was to support young talent—introducing new travel professionals to destinations and cultures in the post-war boom years to improve advisory quality and professional development.[1]
Every product manager and travel agent has likely taken part in a fam trip at some point. But what are the true benefits?
Practical Experience Beats Theory
Guidebooks, websites, webinars, and e-learning tools are all valuable sources of knowledge. But nothing is as memorable or impactful as actually visiting a destination. Experiencing a country firsthand allows participants to get a feel for the local tourism offerings and identify which client profiles would most enjoy their time there. It broadens the agent’s range and sometimes brings destinations into consideration that they hadn’t previously thought of.
This leads to more authentic, experience-based consultation—something that has a proven impact on sales. Dertour, Europe’s second-largest tour operator, has tracked this effect for years: destinations featured in fam trips consistently saw a booking boost the following year, benefiting both travel agencies and the destinations themselves.[2],[3]
Strengthening Networks and Collaboration
Fam trips expand professional networks. Travel agents gain direct contact with hoteliers, enabling them to provide special touches for VIP clients. For product managers, these trips reinforce existing relationships with DMCs, tour guides, or local tourism providers. Even if there has been prior communication via email or video calls, a face-to-face meeting on-site strengthens partnerships and underscores mutual importance.
The peer network among trip participants also holds long-term value: newcomers receive sales and advisory tips, while seasoned professionals can learn how to leverage their experiences for social media and branding.
Gaining Visibility: Fam Trips as Social Media Content
Taking part in a fam trip is simply too valuable not to share. Clients increasingly appreciate when their trusted travel consultant has firsthand experience in various destinations. The more places an agent has visited, the more knowledgeable and trustworthy they appear.
Fortunately, there’s no need to call each customer after a trip anymore. These days, most agencies maintain their own social media channels. What better content than sharing real insights from recent travel experiences? Whether through summary posts afterward or real-time reels during the trip—there are no limits. This builds credibility, provides engaging content, and can even boost reach and attract new clients.[4]
Not confident with social media yet? There are even fam trips specifically designed to teach those skills.[5]
Motivation and Employee Retention
The travel industry isn’t immune to the ongoing shortage of skilled labor—around two-thirds of travel agencies report difficulties in finding qualified staff.[6] While salaries in the tourism sector often fall below the average for service professions, other incentives can help compensate.[7],[8]
One such incentive is supporting staff participation in fam trips. Many agency owners now understand their value and offer options like paid leave for at least one trip a year or financial contributions if the agent uses their vacation time.[9] Exceptional sales performance is also frequently rewarded with a fam trip opportunity.
Even apprentices can benefit: rewarding strong performance with a fam trip can foster emotional ties to the company early on. After all, fam trips represent one of the most exciting aspects of working in travel.[10]
Fam Trips at KLEBER GROUP
As part of our 360° approach to representing and supporting tourism destinations, fam trips are a top priority at KLEBER GROUP.
Since we see tour operators as key multipliers, we focus on organizing trips for product managers, enabling them to get an in-depth look at the destinations. Thanks to our industry expertise, we can identify the right tour operators for each client, depending on their goals—whether a destination is already offered or a new product is being introduced.
We coordinate closely with our clients to craft the itinerary and ensure the group is ideally composed. We also manage all logistics and personally accompany each trip, ensuring smooth execution and strong support throughout. This strengthens our client relationships and enhances the participants’ experience.
One recent success story: our May 2025 fam trip to Lithuania. A select group of five product managers from Germany, Austria, and Switzerland explored Vilnius, Kaunas, and the Curonian Spit. The itinerary impressed with warm hospitality, top-notch accommodations, ideal weather, and outstanding culinary experiences—leaving participants thoroughly inspired.
[1] https://www.willyscharnowstiftung.de/wir-ueber-uns/
[2] https://www.fvw.de/counter/verkauf/-ran-an-die-info-reise–aber-richtig-195115
[3] https://www.fvw.de/touristik/veranstalter/interview-mit-dertour-fuehrungstrio-die-expedienten-koennen-durch-campus-live-besser-beraten-243637
[4] https://www.countervor9.de/weekend/work/reisebuero-stiefvater-schickt-azubis-auf-eigene-inforeisen
[5] https://www.touristik-aktuell.de/nachrichten/veranstalter/news/datum/2024/01/09/schauinsland-startet-mit-social-media-info-und-famtrip-ins-jahr/
[6] https://reisezukunft.de/forschungsergebnisse/reisebuerobefragung/
[7] https://www.stepstone.de/gehalt/Tourismuskaufleute.html#:~:text=Arbeitnehmer%2C%20die%20in%20einem%20Job,und%203.233%20%E2%82%AC%20im%20Monat.
[8] https://www.destatis.de/DE/Themen/Arbeit/Verdienste/Verdienste-Branche-Berufe/Tabellen/bruttomonats-verdienste-stichmonat.html
[9] https://www.fvw.de/counter/verkauf/-ran-an-die-info-reise–aber-richtig-195115
[10] https://www.countervor9.de/weekend/work/reisebuero-stiefvater-schickt-azubis-auf-eigene-inforeisen
