In the meetings industry suppliers don’t sell products the clients could hold in their hands and try out. In the meetings industry we sell trust. This may seem simple, yet in real life it’s not an easy task. It is supported by knowledge and years of experience. Large and ever growing international competition in Europe as around the world is making the challenge even more appealing.

We are becoming more and more aware congresses don’t have much in common with classic tourism and any comparison is at the cost of the former. Congress participants do not wish to be treated as tourists. They are after all on a work assignment and their participation in the event and visit to the destination have a specific purpose. As does the meetings organizer or client, who chose the destination.

So what does all of this have to do with the familiarization or fam trip? All of this and much more. Professionally organized destinations are well aware of that, they know their role in the meetings industry. Of course a well rounded destination cannot exist without meeting suppliers. Established congress destinations know very well what they are and aren’t and the suppliers take care each experience in the destination exceeds expectations. On one hand this is the cheapest advertising and on the other hand, the harsh rule “You are as good as your last event”, applies in our industry.

But we were talking about fam trips, specifically their added value. We presume the above as something normal and in practice among the performers and suppliers.

The clients are buying a promise and this puts them in a difficult position, especially if they are not familiar with the country and destination, not to mention the hotel and other facilities. On one hand it’s difficult to suggest or sell an unknown destination, since our client has a client behind him and needs to sell him trust. On the other hand our industry is so ruthless we can barely imagine someone marketing a destination they don’t know personally and haven’t experienced. Destinations from the world over are aware of this and therefore try to attract as many buyers as possible into their home.

Of course a fam trip is not automatically a fam trip. Here development and tough international competition played its part. When preparing a fam trip we must place ourselves in the skin of a potential buyer we have invited to the destination and wish to present it in the most professional and pleasant way. What do they want to get to know? Not only magnificent hotels, tasty food, excellent wines, friendly people and numerous gifts. Our buyer is a professional and is looking for a professional presentation of the congress product tailor made to suit their needs.

If we know how to do that we have a good opportunity to interest the client for our destination. Only now the chase for the event we could host in the near or far future is beginning. We should also keep in mind that clients talk to each other. You won’t believe it, so does the competition. They exchange negative as well as positive experiences.

Miha Kovačič

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