Imposing a fee on fam trips could enhance agent participation by ensuring commitment and accountability.
This strategic consideration is aimed at fostering a more dedicated and informed network of travel agents.
The Concept of Charging for Fam Trips
In a recent round-table discussion, the idea of charging agents for familiarisation (fam) trips was explored. Janet Parton, vice-president of business development at Celestyal Cruises, highlighted that such a strategy could ensure only the most committed agents participate. Although there are no immediate plans, the potential for a small fee was acknowledged as a motivator for agent engagement and accountability.
The Role of Agents as Brand Ambassadors
Agents who attend fam trips become crucial ambassadors for the cruise line. They are expected to share their acquired knowledge with both colleagues and customers. According to Parton, implementing a fee could strengthen this commitment. ‘Agents should be ambassadors for a brand once they have been on a fam,’ she mentioned.
By investing financially in fam trips, agents may feel a greater sense of responsibility to fulfil their roles as influencers within their networks. This concept aligns with sentiments expressed by Clia chair Ben Bouldin, who advocates for holding agents accountable post-trip.
Return on Investment for Cruise Lines
The investment made by cruise lines in fam trips is substantial. Monitoring the return on investment (ROI) is crucial. Parton stressed the importance of ensuring agents contribute positively to the brand after returning from these trips.
Stuart Milan, channel director at Riviera Travel, emphasized that post-trip performance is monitored, with sales acting as a key indicator. If sales do not increase post-trip, more training might be required.
A positive correlation between fam trips and booking levels has been observed, making them a valuable tool for growth in the travel industry.
Potential Fee Structures
Considering different fee structures could be a way forward for cruise lines. Parton suggested models where agents could be reimbursed for the fam trip fee upon securing bookings. This would demonstrate commitment while providing an incentive for agents to capitalize on their experiences.
Milan noted that Riviera Travel does not currently charge for fam trips, observing a quick return on investment which eliminates the need for such fees.
This model could become a cornerstone for commitment and enhanced agency performance, aligning financial initiative with educational investment.
Encouraging Knowledge Sharing
The emphasis on knowledge sharing post-trip remains high. Agents are encouraged to disseminate their experiences and learning through various platforms, thereby enriching their community.
Karen Farndell, UK & Ireland director of sales and marketing at Holland America Line, reinforced this by highlighting the resonating power of personal experience over provided materials.
The digital age offers extensive possibilities for agents to engage audiences, hence leveraging these experiences is pivotal for maximising reach and impact.
Industry Perspectives on Charging for Fams
The travel industry acknowledges the evolving landscape of fam trips. Parton and Milan’s insights reflect a dynamic approach to agent engagement.
Farndell’s statement underscores the need for agents to actively share their experiences, fostering a culture of continuous learning and information exchange.
Balancing Costs and Benefits
The balance between the cost implications of charging for fam trips and the potential benefits is nuanced. While fees could ensure dedicated participation, the overarching goal remains enhanced performance and knowledge dissemination.
Ultimately, such strategic discussions are shaping the future of agent-cruiseline dynamics, with shared insights paving the way for informed decisions.
The discussion around charging for fam trips highlights the need for commitment in the travel industry.
With potential models for reimbursement, the approach could strengthen agent engagement.
