familiarisation tour meaning

What You Should Know About a FAM Trip

Annie Brigham, Digital Marketing Coordinator

What is a FAM trip?

Who attends a fam trip, who pays for a fam trip.

What are the benefits of a FAM trip for Travel Agents and Media Personnel?

What are the benefits of a FAM trip for the Hosts?

What are some things to keep in mind when planning a FAM trip?

A FAM trip stands for “familiarization trip” and is one incentive of being in the travel industry. FAM trips are exclusive educational trips for travel agents, media personnel, and resellers. These familiarization trips provided by travel businesses such as travel operators, tour operators, and accommodation suppliers allow them to experience their services and destinations first-hand. FAM trips are opportunities for travel businesses to familiarize agents and media personnel with their destination and immerse them in the local culture, introduce them to local operators, and highlight the benefits their company offers, essentially take them backstage. For instance, they can have the opportunity to meet a celebrity chef that they have been referring their clients to.

The usual people presented on these trips are Travel Agents, suppliers, and media partners such as Journalists, Editors, Influencers, & Tour Operators. These individuals are necessary for countless travel businesses’ success, and as suppliers and travel operators, you are looking to build a long-term working relationship with them. The aim is to keep track of key industry influencers and invite people relevant to your industry’s success. These invitations may rope in a travel agent you have worked with in the past, who you want to enhance your relationship with or introduce new offerings to, or a new prospect who has recently jumped on your radar who can potentially help you collect new business.

Though FAM trips are endlessly changing and evolving, and differentiate per business, tour operators, cruise lines, and hotels interested in showcasing their points of interest typically provide everything for these trips. FAM trips are more often than not fully sponsored invite-only events unless there is a partnership with a rental car company or airline that exists. Sponsorships are customary because the host provides the money or product in exchange for their visit.

What are the benefits of a FAM trip to Travel Agents and Media Personnel?

Familiarization trips present numerous benefits to the attendees. The head benefit of a FAM trip is that it allows travel agents and other travel industry providers to gain ideal first-hand experience. This involvement enables them to understand better the several benefits that different kinds of trip excursions offer to their clients. As a result, they can better supply the perfect services and vacations to their client based on their desires and needs and effectively inform their clients on what they can expect. In addition, media personnel, travel writers and editors, and photographers can gain first-hand experience that can help provide better content, details, and photographs for their future publications. These trips grant journalists opportunities to develop tailored stories that they may want to develop further. For example, the trip may introduce them to a chef who has a fascinating life story or recipe to share. A further benefit is that the FAM trip guests can expand their professional network by building connections with other travel agents, suppliers, and media personnel; most FAM trips embrace downtime to relax with other professionals. This schedule allows them time to get in touch with industry experts and exchange stories on what has worked for their business. By developing long-lasting relationships with travel operators and suppliers, they will also acquire better deals for themselves and their future clients.

What are the benefits of a FAM trip to the Hosts?

Arranging a “familiarization trip” is a valuable marketing tool. As a host of a FAM trip, one benefit is that you can generate new leads and business for your company. By permitting these professionals to gain first-hand experience with your products, they will better understand and share the benefits of your travel offerings with their clients. When it comes to benefits from hosting media personnel is that you are enhancing your media coverage; travel writers and photographers take part in these trips to photograph your offerings and compose content. If you can impress and inspire your guests during a FAM trip, then you should be able to generate first-rate reviews and recommendations for your travel business. For example, one of our clients , Arizona, invited an Editor in Chief on a FAM trip to their destination. The Editor in Chief made a customized trip with a luxury angle and published over 20 full pages of material about the destination and included them in the cover. The clients were very thankful for these results and said that the benefits of these results were worth more than five times that than the overall cost of the FAM trip.

After conversing with some of our employees regarding their client’s FAM trip success stories, we have put together some things we think you should consider when planning your FAM trip: You must research and plan the trip and itinerary during the FAM trip planning stage according to your media personnel and travel agent’s profiles. Look at their previous publications and create activities that they will find appealing, craft experiences with multiple “wow factors” that they can share in their publications. Keep in mind that it is up to the criteria of your guest when it comes to what will get published; not everything that they experience will be incorporated. Provide thorough itineraries and trip information as soon as possible in the planning process; this will allow your FAM trip guests to raise any concerns or questions ahead of time and will enable you to customize their stay exceedingly well. When crafting a detailed itinerary for your guests, you must also be mindful of their time on your trip; you must provide a good balance of activities and educational events with free time to relax and take a breather. Lastly, put together a plan for contingencies; keep in mind that not everything will go to plan. It would be safest to prepare for anything from a last-minute guest cancellation up to flight cancelations, emergencies, or lockdowns. But, again, it is better to over plan.

Special thanks to our Connect Worldwide FAM trip experts Eduardo Peraza and Pedro Berruecos for contributing to this article. Contact us today if you are looking for a destination marketing partner or are interested in learning more about attending, planning or hosting a FAM trip.

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Diversity Dictionary: What is a fam trip?

Many hotels, tours and cruise lines offer discounted rates to travel agents so that they can experience what a traveller would get .  Travel and accommodation suppliers and tour operators embrace the opportunity to raise awareness of their services and provide the best portrait of their business . They should aim to answer any and every question a travel agent may have, so that this information makes its way to potential new customers !

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Familiarization Tours – What are they?

• September 4, 2015
• wellsgraytours

You may have heard of Familiarization Tours (FAM Tour is the industry abbreviation) and wondered what they are, who provides them and who are they for.

FAM Tours are hosted by travel destinations, restaurants and attractions to familiarize travel professionals with products and services that they feel will help the travel professional sell their destinations or services. FAM tours can be as close as a local restaurant or B & B in your community inviting the local Information Center staff or local travel agents to enjoy a meal or overnight stay. First hand experiences are much easier to sell.

FAM Trips are not usually free, but offered to travel professionals at a reduced rate. This ensures that travel expert is truly invested in learning about the destination or product. While this may sound like an ideal way to take a vacation, it is far from it. Destination FAM tours are jammed packed with hotel rooms, quick overview stops at attractions, dining experiences packaged into a short trip with long, long days. FAM tours are designed to provide the travel professional with a “snap shot” of the destination. The upside is that your travel professional will meet face to face with service providers and begin to build relationships with those they will work with. When booking your next holiday or tour, they will be able to recommend safe local transportation as well a personal perspective into your next adventure.

Wells Gray Tours utilizes FAM opportunities whenever possible to research new destinations. These FAM tours provide great benefits for you as the traveller. When researching a new destination it is so much easier to plan the itinerary with input from staff that has had firsthand experience. Having someone on the ground in a destination allows for a personal glimpse into cultural expectations, safety issues and transportation availability. Recently our staff has been busy; Darlene from our Vernon office and Sema from Victoria cruised on the Ocean Endeavor to Baffin Island and Greenland, Stephanie from Kamloops and Kerrie from Kelowna spent time in Savannah, Georgia and the Golden Isles, while Fraser and Shane are busy exploring cruise opportunities with Norwegian Cruise Lines.

On the Ocean Endeavor to Baffin Island and Greenland

The Golden Isles, Georgia

Tallinn, Estonia with Norwegian Cruise Lines.

Wells Gray Tours not only takes advantage of FAM tour offerings, but offers FAM tours to its employees on our tours to destinations that we travel to frequently. This ensures that all our staff stays well informed on areas we go to repeatedly, understand how we operate when out on tour and have a chance to meet and mingle with our guests in a relaxed and fun atmosphere. Wells Gray Tours provides the staff with additional time off to take FAMS.

You know you will be in good hands when you travel with Wells Gray Tours due to on our going commit to making sure we are well educated about the destinations we travel to.

Written by: Joan Niemeier

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• April 26, 2022

Getting the Most Out of a FAM Trip 

What is a familiarization—or FAM—trip all about?

There is no substitute for personal visits as a way of learning about a destination. Governments, as well as suppliers—such as cruise lines and tour operators—often sponsor FAM trips. These trips are offered to bona fide travel professionals and others in the travel industry at a reduced rate to familiarize them with the travel destination or product.

And there is no better time to schedule your FAM trips than right now because your clients are traveling again and expect YOU to know the best destinations, cruise ships, attractions, and accommodations to recommend. To jumpstart your trip planning, don’t miss the engaging, informative, and entertaining session A Master Class on Making FAM Trips Work , presented TOMORROW at 1:00 pm (EST) by Anne M. Smith, CTIE . This session will be extremely popular, so register immediately!

In some cases, FAMs are offered as an incentive by suppliers or the agency’s owner or manager as a reward for performance. More often, however, travel advisors take FAMs so they can inspect hotels and restaurants, sample attractions, experience local culture, and learn about the sponsoring companies. This allows travel advisors to be able to sell those products more effectively. FAMs usually are short, concentrated learning trips in a business format.

But what should you know about a FAM trip? Sometimes, the best tips come from you, and we like to share those when we see them. In a recent Facebook blog, “Travel Agent Hacks,” the blog’s creator, Lene Heltberg Minyard, asked agents what factors they consider in deciding whether to go on a FAM and what makes FAMs so valuable.

There were many helpful responses, but Margie Jordan, CTA, Vice President of Agency Education at CCRA Travel Commerce Network, provided insightful questions for travel advisors to ask before embarking on a FAM. Here are excerpts from her post:

• Is it a destination that is represented by your agency, something you actively market and sell or have in your existing business plan to add as a new destination?
• Are the properties you’ll see ones that match the quality of hotels/resorts you sell?  If you go, have you mapped out key questions, goals, things you need to know or see? 
• What’s your plan to market the knowledge you gain from the FAM? Blog posts, articles, videos, newsletters, photos? 
• How will you turn what you learned into marketing that converts? 
• Do you have any clients interested in going who can follow your journey? 
• Does the cost of the FAM fit within your marketing budget for education and training? 
• If all of this is a go, the FAM is of huge value to you and your business. Set up a series of automated social posts so you can actually work and learn without the pressure of sharing up-to-the-minute updates on your trip. Perfect to schedule are posts like, “Today, we’re on our way to Florence.” Include a few things to know about Florence with a great photo. At the end of every day, I make a recording of all the things I saw, learned or experienced. It’s a great way to remember the small details. Send that recording to a transcriptionist, and you have the beginning of some great content. FAMs should be strategic and can work really well in your marketing if you plan well. Research where you’re going, the tourist spots you’ll see, the history of the region, hotels close to those spots that you may not see during your FAM, etc.

These are excellent questions for advisors to consider when prepping for upcoming FAMs. We also recommend observing proper etiquette while on FAM trips. This means you should:

• Plan to immerse yourself in the local culture to really experience a destination.
• Be kind to everyone with whom you come in contact because you represent yourself, your agency, and your country.
• Don’t overindulge because this surely will detract from your learning and harm your reputation.
• Always exhibit professional behavior because this is a business trip, not a vacation.

Last, but not least, we urge you to sign up for tomorrow’s exciting A Master Class on Making FAM Trips Work webinar. If you don’t, you’ll be missing something SPECTACULAR!

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What Are Fam Trips And How To Get The Most Out Of Them

• International Tour Operators
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Familiarisation Trips, better known as Fam Trips, are educational trips organized exclusively for media partners or travel agents and resellers, by travel businesses such as tour operators and accommodation establishments.

Fam Trips are designed to equip participants with adequate product knowledge to either sell onto clients or publish for media coverage. Travel businesses host Fam Trips to showcase their business and product to the people who resell or cover them in media.

Either way, the fundamentals of Fam Trips remain the same, you want to create memorable, fun, and personable experiences for the people who undertake them. They are essentially marketing tools that highlight your travel offering and are one of several ways to generate leads and new business for your travel company.

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Who Goes On Fam Trips?

Fam Trips are usually set up either as invitation-only sponsored learning trips or at discounted rates exclusively available for travel agents to book.

Travel agents and resellers go on Fam Trips to experience first hand a travel product or offering. This gives them insight into the finer details of the offering and lets them add a personal touch to their sales pitch.

Travelers are on the lookout for personalized travel experiences and something as simple as a travel agent knowing whether there is a packed breakfast available to take on a day hike excursion without needing to check details with the establishment saves time, conveys efficiency and will attract customers to your travel business .

Fam trips are not only for travel agents or resellers though, media partners also participate in them too. Travel writers or photographers join Fam Trips for media to write up articles and take beautiful images to post and share in their publications.

Tips On How To Run Successful Fam Trips

You want to apply the same basic principles to your Fam Trips regardless of whether you are hosting Media or Suppliers. In both cases, the trips should be experiential and relevant to your product.

Set Expectations

Email your suppliers and media partners their proposed itineraries a few weeks in advance so that they know what to expect from the Fam Trips and can raise any questions they may have to prepare for it.

When hosting Fam Trips for Media discuss your expectations for the press coverage before the trips begin so that you are all on the same page. Establish where the write-ups will be published, the length and frequency of the articles, expectations for social media posting etc.

Offer Authentic Experiences

While you do need to pull out the stops and offer the same experiences that full paying guests would get, you do not want to misrepresent your offering by including something not ordinarily part of your repertoire.

Clients will be disappointed if they read about a sundowner experience on the riverbank but discover on arrival at your lodge that it is not in fact on your activities list it.

Create Partnership Offerings

Contact surrounding travel businesses to see if they would be interested in creating partnership offerings to provide to the suppliers and media partners.

Approach restaurants who might be interested in hosting groups for some of their meals. Or contact a bicycle tour operator to ask if they would lead groups on a trail experience.

This will give the other businesses the opportunity to increase their visibility and get mentions in the media and it will help you to spread some of the costs involved in hosting Fam Trip groups.

Offer Alternative Itineraries

Where applicable, showcase a number of your most popular activities to the people on your Fam Trips. Not only will this highlight more aspects of your travel business, but it will also negate the possibility of accidentally excluding someone from partaking in particular activities.

Consider people’s varied interests and add one or two alternatives to your itineraries. The idea is for your suppliers and media partners to make the most of their Fam Trip experience so limiting your educational Fam Trip activity to a snorkeling trip might not work in your favor if you are hosting people who do not enjoy swimming for example.

Set A Manageable Schedule

Remember the people you host on your Fam Trips are working even if it may not always seem like it. With this in mind, remember to allocate a certain amount of downtime on your Fam Trips to allow your travel agents and media partners to check in with the office, organize the information they are putting together on your travel product, or have a quick catch up with the family at home.

Provide All Necessary Information

Your suppliers and media partners are going to need the details of all the accommodations they stay in, restaurants they dine at, and activity providers who guide them on their Fam Trips. As the organizer, you will have easy access to all of this information.

Compile a list of all the names, email addresses, contact numbers and social media handles of your partners onto a database and share it with the people on your trip. This way they will be able to accredit everyone accordingly.

You can include the brochure images and write-ups of your travel product in this informational package too. You might find that your suppliers need to update your product on their site and this will make sure that they have what they need.

Most of this information will likely be required in a digital format, so either email it or make it available to download from a limited access portal.

Make Follow Ups After The Trips

Do not leave it too long after your Fam Trips have finished to follow up with your travel agents and resellers to get their feedback.

See if they have any questions or suggestions for you and check that your media posts are published and all the information is optimized, correct, and up to date.

Keep the communication lines open and find out what worked and what didn’t and learn from each experience and Fam Trip.

Remember that your travel agents, suppliers, and media partners are key players in your business’ success and Fam Trips are a good way to nurture relationships with them. So consider the time and resources you spend hosting Fam Trips and nurturing relationships as an investment in marketing your business and promoting your travel offering.

In an industry where experience is everything, going the extra mile and working together to give clients the best possible service will translate into stellar reviews and glowing recommendations for all parties involved.

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What Is A FAM Trip And Why Are They Important?

“A FAM trip is a huge investment of time, money and personnel. Make sure that you’re giving it your all and you should definitely see results that match,” Nicole Amiel, Beattie Tartan.

We had the chance to chat with Nicole Amiel, Director – Eastern Canada at Beattie Tartan on the power of Media and FAM Trips in the Tourism industry. A familiarization trip, or FAM for short, is a trip designed for traditional media, social media influencers and bloggers to learn about a destination, a tourism operator, a hotel chain, or a tourism board, and sometimes, all of the above.  

“ But what makes a media tour or FAM (familiarization trip) a success? “

Glad you asked! In this Q&A, Nicole will guide you through the recipe for a successful FAM trip. This includes the strategy, process, and tactics used to drive significant earned media attention.

Throughout the year, RTO 9 invites media and hosts press trips in an effort to increase awareness of destinations and operators within the South Eastern Ontario region. Learn more here.

View the transcript.

“Nicole is a passionate communications professional with a proven track record in creating successful campaigns across digital and traditional channels, engaging media at both the local and national level. She has worked in public relations, marketing, communications and events in Montreal, Miami and Toronto for over a decade, gaining experience in all aspects of brand building. Whether as a publicist at boutique firms, an Internal Communications Specialist at the Aldo Group or as a project manager launching new brands, there’s one thing that she has always focused on: building culture and identity through information. Over her years in the industry, Nicole has worked with a range of clients in the fashion, travel, arts and entertainment, cannabis, cultural events and festivals, hospitality, F&B, tech, health and wellness, nightlife, charity/non-profit and design industries.”  [email protected]

Why familiarization trips (FAMs)?

Why does Destination BC host familiarization trips (also known as FAMs) and what are the outcomes of trips like this? Destination BC and key partners often host journalists, editors, travel agents, product managers, marketing managers or reservations staff from tour operator partners.    The intent of these trips to provide attendees with a level of understanding about what BC has to offer as well as inspire them to sell or write about the destination more knowledgably (when they often sell or write about hundreds of destinations around the world). Learn more about FAMs in BC.

UK trade education

The Destination BC UK team held an educational quiz for Trailfinders, consistently one of the biggest tour operator partners and producers into British Columbia from the UK, which shared BC facts to attending staff in London.

German documentary filming

A German documentary team filmed in the Kootenay Rockies in rare boreal forest from 2016-2017, and the subsequent film “Black Forest” is being released.  The dark woods in British Columbia’s Kootenay Rockies is a 55,000 hectare sized remote area that was owned for many years by the German Carl, Duke of Württemberg who managed it with sustainability in mind. He named it Darkwoods after his home mountain range Schwarzwald. Home to the very rare boreal woodland cariboo, wolves, and grizzlies, the area is owned by the Nature Conservancy Canada (NCC).

Australia Winter FAMs

November and December 2018 saw many FAM trips from Australia, sharing the idea of experiencing Winter in BC/pre-Christmas and non-ski activities. The team hosted: 10 retail travel agents from Flight Centre stores in New South Wales, who visited Whistler and Vancouver on their FAM; 10 retail travel agents who were part of the Canada Specialist Program from across Australia, visiting Victoria, Vancouver and the Kootenay Rockies; and 8 top travel trade clients in Vancouver, Whistler, Victoria, and Field at Emerald Lake Lodge.    Feedback from the trips included the following: “If you’ve been to Canada in summer you’ll know the scenery is spectacular, but to visit in winter is truly magical” .

Photo: Product Managers snow shoeing Grouse Mountain.

Recent travel media coverage

Here are just a few of the media outlets Destination BC recently assisted or hosted:

Outside Online, National Geographic Traveler, Orbitz, Robb Report, LA Travel Magazine, BC Living, Globe and Mail, Ski Canada Magazine, Matador Network, Today (Australia)

Examples of recent coverage:

USA Today https://www.10best.com/interests/explore/why-you-should-visit-canadas-thompson-okanagan/?geo=eu

Iconic Life https://iconiclife.com/experiential-gift-ideas/

Outside https://www.outsideonline.com/2375486/5-road-trips-you-need-take-winter

OpenTable https://blog.opentable.com/page/3/

OpenTable https://blog.opentable.com/2018/neighborhood-gems-restaurants-for-a-hip-casual-new-years-eve-celebration-with-friends/

SkiCanada.org https://www.skicanada.org/christmas-carving-part-2/

Sharp Magazine https://sharpmagazine.com/2018/10/12/why-vancouver-is-the-best-place-in-the-world-for-upscale-chinese-food/

Divergent Travelers https://www.divergenttravelers.com/things-to-do-in-squamish-bc/

justBobbi https://www.justbobbi.com/diary/9-wellness-resorts-to-help-you-reset-and-recharge

The Globe and Mail https://www.theglobeandmail.com/life/travel/article-the-best-new-things-to-see-and-do-in-canada-in-2019/

Ski Magazine https://www.skimag.com/adventure/bc-ale-trail-tour-de-suds

Ski Magazine https://www.skimag.com/adventure/coming-of-age-in-the-valkyr-range

Scout Magazine https://scoutmagazine.ca/2018/12/07/exploring-the-pacific-marine-circle-route/ ​

Road Stories https://roadstories.ca/okanagan-valley-vineyard-eats-and-bicycle-seats/

Miss 604 https://miss604.com/2018/12/places-to-storm-watch-in-ucluelet-and-tofino.html

Lonely Planet https://www.lonelyplanet.com/canada/british-columbia/travel-tips-and-articles/connect-to-culture-experience-first-nations-traditions-in-british-columbia/40625c8c-8a11-5710-a052-1479d2757815

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3 tips to stand out with the most memorable fam trips.

• January 29, 2021

• Fam trips as sales opportunity

In the tourism industry, a Fam trip is one of the biggest sales opportunities. As a tour operator, you have the potential to put your destination and your business on the map. The main aim of a Fam trip is to network, build relationships and to personally promote your tourism products.

Definition of a Fam trip

Fam is short for Familiarisation. A Fam trip is a complimentary or reduced-rate travel program for travel agents, tour operators and travel media. It’s designed to familiarise themselves with a specific destination or business. All this to experience the tourism product first-hand and to stimulate sale of travel.

Make a positive impression

Many destinations and tourism experiences are fantastic, but if the Fam trip experience is weak, the entire destination and experience will appear weak in the eyes of your guests. Always keep in mind that your Fam trip guests are well travelled, have high expectations and are requesting good hospitality. It will not be their first Fam trip. The Fam trip is your time to be memorable, so make sure to make a positive impression!

In this article

• Tip 1: Connection
• Tip 2: Curiosity
• Tip 3: Stand out

Virtual Fam trips

Top 3 tips for an epic fam trip.

To find out what makes the perfect Fam trip, we have conducted a survey with key industry leaders. We have found the top three things that are game changers in your fam trip experience.

1. Connection

The number one answer our surveyed leaders saw as a changemaker in a Fam trip is the “Who?”. Meaning who is conducting the Fam trip and can this person deliver and create real connections? Can they read verbal and non-verbal cues? Can they invoke excitement curiosity adding value to the overall experience?

“I felt the Fam trip was about me” – someone shared. Displaying your destination and tourism products is first priority, but should it be? This may sound strange, but your top priority should be building a connection with your Fam-guests. Only then you will be able to fully connect them to your destination and tourism products. Only then are you able to show its uniqueness and its potential!

2. Curiosity

When developing your Fam trip, ask yourself the following questions:

• What do we have in our destination that can spark curiosity?
• What can I teach my Fam-guests about our destination and tourism products?

Personal experience

Personally, I have travelled to many destinations. Many places stand out, but some places piqued my curiosity! When I was in Guatemala visiting a Mayan site, I looked down to the ground and saw an object wondering what it was. I thought: What’s that? What’s inside?

The guide quickly noticed my curiosity and picked up the nut, and asked: “Claudine, do you know what’s inside?” I replied, “some sort of nut?” He then shared that it was an almond. “Let’s see what’s inside.”, he said. He took a rock and hit the nut 3 times. He then said: “take a look”. He gave me the nut and asked me to open it up carefully. And there it was, an almond. My almond which I got to see, touch, smell, and taste. It was a full moment of discovery, and this story stays with me!

My curiosity was sparked, and I learned something new and delicious. What’s an everyday moment for you is a unique experience for a visitor. Always stay connected, looking for any opportunity to add value. Invoking moments of curiosity and surprise. You want your Fam-guests to be excited and share their experience passionately with their clients, your potential customers!

3. Stand out

What will you do differently to stand out and be remembered? My best example of a destination standing out is Grenada, an island in the Caribbean Sea. Having travelled extensively, I will never forget the way Grenadian culture and people stood out. I was invited to a local home to join in a traditional local meal called an “oil down”. A meal prepared with care with ingredients from their own garden. It was hands down the most epic dish around.

The experience was not just going to a home and eating a traditional meal. It was a discovery. An insight to their family, culture and lifestyle. For that time, I became part of the family and the island. Every single part of this experience drew me closer to the local culture. Creating a strong bond not only to the family and the experience, but to the destination. Grenada stood out!

In times of Covid-19 , physical Fam trips have been cancelled until further notice. As alternative, the Virtual Fam trip gained more interest. Virtual Fam trips allow invitees to learn more about the destination from their own homes via video. It’s a great temporary alternative for an actual Fam trip. It allows tour operators and destinations to stay in touch with their re-sellers while receiving feedback on their tourism products.

Top 3 tips for Virtual Fam trips

1. Bring the experience alive. You are behind a screen so the body language, the smile and the experience needs to be a bit more animated!

2. Communicate in an inclusive manner. Say things like “We are going to the museum” instead of ‘I will show you the museum”. Key words can make someone feel part of the journey, as if they are there with you!

3. Study your audience. Know what they like, dislike and what their interests are. Doing your homework will help you connect better!

Remember the top three game changers

Decide what kind of Fam trip you want to host and don’t forget the three game changers. Keep looking for opportunities to put your destination on the map and get ready. Before your next Fam trip, remember to focus on personal connections, creating curiosity and to stand out!

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Wow, these are great ideas! This could really ensure an amazing travel experience. How do I get connected with these types of providers?

Wow! Thanks for the message! Where are you located Amy? Reach out, I’m on LinkedIn: Claudine Pohl

Keep Shining, Claudine

Claudine Pohl

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What is the meaning / definition of FAM Trip in the hospitality industry ?

The term FAM stands for Familiarisation. The Tours – commonly known as FAM Trips – are trips organised by travel providers (can be a Tour Operator, an Airline, a Hotel Chain , a Tourism Board or other DMOs representing a Destination, etc.) with the purpose of educating about their products &amp services and promoting them.

Usually it is dedicated to everyone who is involved in the selling and promoting process of this particular product/ property / destination. It typically hosts travel agents and expedients, travel media (writers, journalists, bloggers) and other important players &amp partners.

Creating awareness and at the same time networking and building relationships are the main aims of a FAM trip .

FAM´s are very important in the hospitality industry . Basically speaking if the travel agent knows and likes your property (and the location), he will book his clients into it. FAM´s are usually FOC ( free of charge ) or available at a discounted fee.

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Define Familiarization Trip

familiarization trip. A low-cost trip or tour offered to travel agents by a supplier or group of suppliers to familiarize the agents with their destination and services. Example, a resort property or group of hotels and restaurants in Aruba might team up with an airline or tour operator to offer a discount fam trip to the resort or to Aruba. Generally referred to as a "fam trip."

The home study course for home-based travel agents reveals the fastest way to qualify for these ultra-low-cost fam trips.

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White Paper: Familiarization Trips

Table of Contents

• Executive Summary
• Introduction
• What are familiarisation trips?
• What are the benefits of Fam Trips?
• The future of Fam Trips
• How can FamTrips can create a successful destination?

1. Executive Summary

Familiarisation Trips, also known as Fam Trips, could be seen as an added value to Destinations & Marinas since it has many benefits. Here you can think of benefits such as first-hand experience, both valuable sales- & marketing tools, and your participants can expand their professional network. In addition, Fam Trips are not only popular these days but will become even more popular in the future. In order to get familiar with the impact of Fam Trips, you should first become aware of what the future and success of Fam Trips look like. After this, you can apply this to your own organisation and take advantage of all these benefits.

2. Introduction

Familiarisation Trips (Fam Trips) are an undervalued marketing tool that any destination can use. Nevertheless, Familiarisation Trips have become increasingly popular when it comes to destination marketing over the years. This white paper was written with the intention of answering the following research questions: “How can Fam Trips create additional value and a competitive advantage to your destination?”, and “Why should you have Familiarisation Trips as part of your marketing and sales proposition?”. In order to do so, an explanation of what Familiarisation Trips are will be done, followed by an explanation of the benefits. Next, the future of Fam Trips will be discussed, and finally, an overview of how Fam Trips can create a successful destination will be done. 

3. What are Familiarization Trips?

Familiarisation Trips are a marketing tool that highlights what your destination has to offer and can also be used to generate new leads. By definition, Fam Trips are exclusively organised educational trips that equip participants with sufficient knowledge of the destination to either sell clients or publish for media coverage. The purpose is to allow participants to experience the destination first hand (Alban, 2018). The participants of Fam Trips vary and are based on the organisation hosting the Fam Trips.

4. Benefits of Familiarization Trips

Fam Trips can have many benefits to your organisation, which will lead to new business opportunities. In the following section, we will elaborate further on these benefits and how they can help you to grow as an organisation in the yachting industry.

1. First-hand experience 

As it has been said in the previous section, Fam Trips will give a better view of the products and services your destination has to offer. Participants are going on Fam Trips to experience this first hand (Alban, 2018). According to Annie Brigham who is working as a digital marketing coordinator at Connect Worldwide, this involvement enables participants to better understand the several benefits that different kinds of trips and excursions offer to their guests (Brigham, 2021). As a result, they can better supply the perfect products and services to their guests based on their desires and needs and effectively inform their clients on what they can expect. Next to that, it will help participants to provide high-quality content, details, and photographs for their future publications. For example, the trip may introduce them to a chef who has a fascinating life story or recipe to share (Brigham, 2021). 

2. Valuable sales tool 

A further benefit of organising Fam Trips is that it can help your organisation to generate sales. According to the Good Tourism Institute, you have the potential to put your destination and your business on the map. The main aim of a Fam Trip is to network, build relationships and personally promote your products and services (Pohl, 2021).

3. Valuable marketing tool 

According to Annie Brigham, it will give a better understanding by permitting these professionals to gain first-hand experience with your product (Brigham, 2021). When it comes to benefits from hosting media personnel is that you are enhancing your media coverage; travel writers and photographers take part in these trips to photograph your offerings and compose content. If you can impress and inspire your guests during a Fam Trip, then you should be able to generate first-rate reviews and recommendations for your destination (Brigham, 2021). 

4. Expanding your network 

Another benefit is that Fam Trips guests can expand their professional network by building connections with other participants who will have different kinds of field expertise; most Fam Trips embrace downtime to relax with other professionals (Brigham, 2021). This schedule allows them time to get in touch with industry experts and exchange stories on what has worked for their organisations. By developing long-lasting relationships with other participants, they will also acquire better deals for themselves and their future clients. 

5. The future of Familiarization Trips

‘’Fam Trips are more important now than they ever were,’’ is what Natalie Browning said, owner of Insider Travel Planners in Danville, West Virginia. ‘’Given the circumstances, the general public is afraid to travel, or they have concerns. When they see someone they trust out travelling and experiencing new things, they are likely to follow suit. We need Fam Trips in order to show the world that we can travel and things are open.’’ (TravelAge West, 2020)

According to TravelAge West, the new world of Fam Trips is going to be very exclusive, focusing on changes in order to provide consumer confidence (TravelAge West, 2020). It will stay important to focus on what the traveller wants and anticipate this in the future. ‘’Moving forward, we will be hosting smaller and more personalised Fam Trips with a stronger focus on social media’’, said Carilis Felipe, the company’s director of field sales (TravelAge West, 2020). We want to encourage agents to document their experience on their social platforms for consumers to see and feel comfortable travelling to the destination. 

Regardless of how they take place, Fam Trips are likely to become an increasingly important educational source for travel advisors, according to Thomas Carpenter, owner of Huckleberry Travel (TravelAge West, 2020). 

6. How can Familiarization Trips create successful destinations?

People often believe that Fam Trips hold no value, but this is probably because things went wrong in the organisational process. Maybe the right people weren’t invited or the proper follow-up process did not take place. Therefore, carrying out Fam Trips the right way can be beneficial for any company (Lucht, 2015). 

According to Lucht (2015), the Taiwan Convention Bureau invited 12 corporate buyers from China for a six-day Fam Tour. On the last day, the Bureau presented 12 destination management companies and travel agencies to the corporate representatives, and they generated three corporate travel deals. This amounted to 1,500 MICE travellers heading to Taiwan. The Fam produced an ROI of 3000%. The cost of the Fam was $25,000 and Taiwan generated at least $750,000 from the MICE travellers for the destination (Lucht, 2015). 

Additionally, ACREW hosted a Fam Trip for a marina who received a ROI of 1000% based on the return visits for those who attended the Fam Trip. Another broker Fam Trip hosted by ACREW for a destination resulted in $3.4 million charters being brokered. This shows that Fam Trips can indeed create successful destinations once done right. Here are some tips on how to successfully run Fam Trips:

Set Expectations

Sending the participants their proposed itinerary in advance is a good way to manage their expectations (Alban, 2018). You can also organise a meeting a week in advance to go through the itinerary to discuss and give further details. Managing expectations is one way to ensure that the participants are not disappointed during the Fam Trip. 

Creating Connections

You would think that displaying your destination and tourism products should be your first priority during Fam Trips, but it shouldn’t be. Your top priority should be building connections with the participants of your fam trips. Only then would you fully connect them to your destination, and be able to show their uniqueness and potential (Pohl, 2021). 

Make Follow-Ups After The Trips

Don’t wait too long to follow up with the participants of the Fam Trip and get their feedback. See if there are any questions or suggestions. Keep the communication lines open and find out what worked and what didn’t. Their feedback can be crucial going forward (Alban, 2018).

Alban, M. C. (2018). What Are Fam Trips And How To Get The Most Out Of Them. Retrieved from https://www.wetravel.com/academy/fam-trips/

Brigham, A. (2021, July 06). https://cww.travel/blog/what-you-should-know-about-a-fam-trip. Retrieved March 17, 2022, from CWW: https://cww.travel/blog/what-you-should-know-about-a-fam-trip  

Lira Alban, M. C. (2018, September 22). What Are Fam Trips And How To Get The Most Out Of Them. Retrieved March 17, 2022, from We Travel Academy: https://www.wetravel.com/academy/fam-trips/  

Pohl, C. (2021, January 29). 3 tips to stand out with the most memorable Fam trips. Retrieved March 17, 2022, from Good Tourism Institute: https://goodtourisminstitute.com/library/fam-trips/  

TravelAge West. (2020, June 16). What Is the Future of Fam Trips? Retrieved March 17, 2022, from TravelAge West: https://www.travelagewest.com/Industry-Insight/Business-Features/What-Is-theFuture-of-Fam-Trips  

Lucht, J. (2015). The Value of FAM Trips. Retrieved from https://www.linkedin.com/pulse/value-fam-trips-joern-lucht/

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How to Design a Successful FAM Tour

There are many more critical factors of a successful FAM tour than most people realize. Many of these are not widely known and/or acknowledged by destinations and their participating hospitals clinics hotels government agencies and other organizations. As a result hosts spend money for FAM tours and get no return on their expenditure. In fact a FAM tour is an investment and should provide a return on its expense.

So what are these aspects that make a FAM tour effective and how does the host make a profit? First lets look at the generally accepted medical tourism industry standard and then we will examine the actual success factors themselves.

What constitutes a successful FAM tour?

A FAM tour is industry slang for Familiarization Tour. As its name suggests the tour is intended to familiarize the attendees with the host destination. Medical tourism industry FAM tours are currently made up of trips of six to 12 people to a particular destination.

During the tour the attendees visit the destination hospitals and clinics stay at select hotels and engage in some tourism activities. There is also the customary exchange of contact information with the intention of future business being conducted between the attendees and the participating destination FAM tour organizations.

Some of the better-planned FAM tour hosts do some screening of the attendees to make sure that they carry the right amount of influence in the relevant industries. Destinations are often looking for buyers as they are usually called. Buyers are decision makers in the health insurance or employment areas both of which are considered to be sources of potentially large numbers of patients for the destination countries and the participating organizations.

Some of these better planned tours also schedule some business meeting time for the attendees and the host organizations to kick start their business relationships. Often times visits can end without serious business being discussed but rather a promise is made to discuss business in subsequent phone or other meetings.

Both these activities  the screening and the business meetings  are designed to increase the success of the FAM tour.In short the host destinations are attempting to ensure that the expense brings them some return.

However while these are excellent activities they do not guarantee a successful FAM tour. In order for it to be successful the following items must be considered and addressed during the planning stage. (Note that examples of the critical success factors are presented at the end of the article). ‍

Factors for success

1. Build a relationship:- Both destination hosts and FAM tour attendees must understand and agree with the FAM tour objective(s) which is usually to create an event that will trigger a relationship or that will enhance an existing relationship.

Most FAM tours are designed to either create business for the destination host hospitals clinics and participating organizations or to expose the destination host hospitals to the FAM tour attendees in the hope of generating future business. ‍

It's important to note that without the relationship factor the FAM tour is most likely to generate only business transactions at best. Many hospitals complain that after spending money to host a FAM tour they received little to no patients from their efforts.

Usually this is because the attendees are busy sending patients to destinations with which they have a relationship in addition to a business agreement. By introducing the relationship factor FAM tour destination hosts and attendees start building the foundation for a long and fruitful relationship.

The communication becomes more open and both parties work together to achieve success. Trust begins to develop and barriers are broken down. This sort of relationship usually grows to include other business in addition to medical tourism business. ‍

‍ 2. Define the host:- FAM tours generally experience some disarray and confusion during the implementation stage when it is unclear to the attendees who exactly the hosts are. Are the hosts the government agencies the hospitals and clinics the funding organizations or a combination?

It should be absolutely clear and transparent.Also the relationship between the host(s) and the other participating organizations should be abundantly clear. Of course there is an optimal arrangement that will benefit all parties concerned and the host(s) should consult with someone who has experience in the industry and who can help them leverage their host position to achieve successful results. ‍

‍ 3. Identify the tour attendees The host needs to figure out whom to invite to the FAM tour. Remember the objective of the tour is to create an event that will trigger a relationship or that will enhance an existing relationship.

Knowing that this relationship is primarily between the host(s) and the attendees it becomes apparent that the attendees should be people who represent organizations that will benefit the host(s). However the attendees should also be people who represent organizations that the host(s) can benefit.

A relationship is between two parties for the tour to be successful both parties must benefit.

‍ 4. Assign a facilitator and create a schedule:- Now that the host(s) attendees and objectives have been identified the FAM tour needs a schedule and facilitator(s). A facilitator is the person who will actually implement the tour. The person should be fluent in the visitors language but the tour can still be effective if one of the attendees is an interpreter.

The facilitator should be widely available and have no time conflicts for the duration of the tour. The person should also be savvy in the business ways of the destination host country. FAM tour attendees always have many questions and the lack of answers can quickly render a FAM tour ineffective.

An effective FAM tour schedule is one that contains hospital and clinic visits some government agency visits opportunity for business discussions and some social activity usually with a tourism component associated with it. The length of the tour depends on a number of factors. See the table below for an example of a three-day tour.

‍ 5. Secure appropriate housing:- The lodging is central to the FAM tour and should be absolutely first class. First the travel time between the host hotel and the hospitals and clinics to be visited should be minimized.

Second the host hotel should have some examples of the types of rooms that will be available to future patients including fully accessible rooms and fitness facilities. The cuisine should be international in flavor and availability and room service should be 24/7.

Remember that the attendees will be conducting business with their countries while visiting and this may involve a time difference. Therefore they should be able to access all the hotel services round the clock.

‍ 6. Narrow your marketing/hospital selection:- Destination countries should focus on the one or two procedures that they have world-class reputations in and the lowest prices. It is not good marketing to advertise all the hospital and clinic procedures because it demonstrates a lack of understanding of the metrics that make medical tourism viable. Patients and buyers look for quality equal to or better than what is available in their home country and at the best price possible. ‍

‍ 7. Include tourism activities:- There are two reasons to included tourism activities in a FAM tour. The first is because most patients will be accompanied by a companion and the companion may need to re-energize themselves during the patient visit.The second reason is to advertise the destination country.

The most popular and effective form of marketing is word-of-mouth. There is no better way to encourage repeat visits whether for healthcare purposes or for tourism purposes than to make sure that the visitors see what the destination country has to offer.

‍ 8. Plan efficient and effective business meetings:- Of course the main reason for the FAM tour to begin with is to motivate business and to do this via a relationship approach. This approach is not only a smart way to do business but it also is an excellent marketing approach for the destination country and its hospitals and clinics.

Some time has to be dedicated toward business and business activities. Careful consideration and planning should be undertaken. FAM tour participants should be given a schedule that clearly shows what all the activities are well in advance of them leaving their countries to start the tour.

They should be clearly instructed on what business activities are going to take place how to prepare for them and what their role is going to be. This will ensure a smooth business discussion.

‍ 9. Appoint a business meeting facilitator:- In addition to the above recommendations a business meeting facilitator has to be appointed. This person does not have to be the same person that facilitates the whole tour.

This person should be trained and should know who the attendees are their titles and responsibilities the objectives of the FAM tour and the objectives of the business discussions. This will ensure an error-free business environment.

‍ 10. Follow up:- Follow-up is essential to the eventual success of any FAM tour. Follow-up is the ultimate responsibility of the hosts. They are the ones that have made the financial outlay in order to achieve an objective and therefore they are the most invested in the outcome.

At the business meetings and other FAM tour meetings milestones for certain activities would have been established. These milestones should be the focus of all follow-up activities.

Buyers beware

Always prescreen your buyers and evaluate their position in the industry. There has been a growing trend of Fake Buyers on Fam Trips. They may be consultants and marketing companies that use the Fam Trip as a fully paid trip to market their services directly to the hospitals. If disclosed in advance and if the host finds value in it then the consultant may provide value to the host. ‍

A FAM tour is a one-time opportunity for a host country and its hospitals and clinics to impress the tour attendees. This is a cant fail proposition. In other words everything must go well during a FAM tour otherwise word-of-mouth communication will certainly cause future problems for the host country.

All efforts must be made to ensure that the FAM tour is most impressive and that the attendees are supremely confident that the host country offers a viable short- and long-term solution for their healthcare issues. If all the above factors are addressed successfully a FAM tour will provide just the jump start that a host country needs in the medical tourism industry. ‍

About the Author:

Alex Piper is the President of OneWorld Global Healthcare Solutions a consulting company committed to creating a worldwide healthcare solution.With over 17 years experience in Insurance Marketing and Employee Benefits Management Alex Piper possesses extensive knowledge of the U.S. Healthcare Market and the influence that Insurance Carriers U.S.

Employers Hospitals Physicians Physician Groups Healthcare Professional Organizations and Government will have on the next generation of global healthcare.As an insurance executive at a top Fortune 50 U.S. company he spent eight years designing employee and customer benefits programs including healthcare programs for the large supplier and distribution partner companies of his employer.

He was responsible for creating a benefits program that had over U.S.$140 million in assets and had over 1300 companies enrolled. His latest program grew from zero to $40 million in insurance premiums in less than two years!

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Holistic healing: exploring integrative medicine and wellness retreats, meeting the surge: the growing demand for knee replacement surgeries and advances in the field, innovations in medical technology: how cutting-edge technology drives medical tourism, stem cells have powerful anti-aging properties, breakthrough stem cell treatment for autism, new shift for thailand’s medical travel landscape as mta launches new moves, continue reading, informed decision-making in medical tourism: the significance of clinical outcome reports, avoiding pitfalls: top 5 mistakes medical tourism startups should steer clear of, reshaping cataract surgery with advanced technology, featured reading, dominican republic’s giant strides to becoming a global leader in medical tourism, exploring niche markets in medical tourism, medical tourism magazine.

The Medical Tourism Magazine (MTM), known as the “voice” of the medical tourism industry, provides members and key industry experts with the opportunity to share important developments, initiatives, themes, topics and trends that make the medical tourism industry the booming market it is today.

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Travel Agent FAM Trips: What is a FAM Trip?

Written by: Guest on April 16, 2018

There are a lot of perks to becoming a travel agent and one of them is FAM Trips. FAM Trip stands for “familiarization trip” and it is a trip exclusively for travel agents (and sometimes their guests!) that are provided by suppliers or travel operators. Seminars at Sea are similar to FAM trips, but they are offered by cruise lines and give agents the chance to experience the ships and sailing itineraries that they’ll be selling.

These trips are provided as a way for agents to gain an understanding of the benefits of different trips that they can sell to their clients.

When you’ve seen a resort or on a cruise for yourself, you can better help your clients understand what to expect. The more first-hand experience you have, the better you will be able to choose the perfect vacation for your clients based on their wants and needs .

KHM Travel Group agents participate in various FAM Trips and Seminars at Sea throughout the year. We have excellent relationships with many of the top preferred suppliers in the industry, and that allows our agents to get great deals and have wonderful experiences on FAM trips.

One of many benefits to becoming a travel agent, these “working trips” allow our agents to have fun, enjoyable and useful experiences at resorts and destinations across the country and around the world. When you go on a FAM Trip, you will return with the education and confidence you need to make new bookings! In fact, you can take photos and post them on your own social media accounts or share them directly with your clients to spark their desire to reach out to you about their next trip.

Another benefit to FAM trips and Seminars at Sea is that while you’re having fun, you also get the opportunity to network with other travel agents! While these trips are “working trips” there is usually time set aside for agents to relax and enjoy the pools, beaches, bars and other activities. Take advantage of the “down time” and mingle with fellow agents and discuss what has and hasn’t worked for their business. Make sure to exchange information and stay in contact. It’s a great way to extend your professional network!

Curious about what these trips are like? Check out our recaps from a few of our past FAM trips and Seminars at Sea:

KHM Travel Agents Experience Culture & Adventure on Azores FAM

Club Med FAM Highlights an Action-Packed, All-Inclusive Punta Cana Experience

Exploring the Western Caribbean on the Norwegian Getaway Seminar at Sea

Want to become a KHM travel agent? Contact us to learn more about this rewarding career, or easily get started online today .

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Hosting the Perfect Familiarization Trip

• May 16, 2019
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(this post was originally posted February 2018; this is the revised post here)

Some of your meeting planner prospects may be quite savvy on the FAM circuit, or this may be their first opportunity to be hosted.  Regardless of where your client is in their career and journey, there are some things you can keep in mind as host when planning a FAM trip.

Why are FAMs important?

For meeting planners, familiarization trips work because they provide a holistic view of what their program would look like in a destination – from ease of access, hotels and offsites, local beauty and amenities, and ease of doing business.  All factors contribute to a meeting planner’s decision to use a destination.  For site selection professionals, many of their clients lean on these industry experts to advise them on destination that make sense for their program’s goals. FAMs are education-based opportunities , not vacations.

As a host destination and/or event host, here are some things to keep in mind when you host your next FAM:

• One point of contact- while your FAM trip requires lots of partners in order to make it a success, designate one point of contact for both suppliers and the attendees. This will save on confusion during execution.
• Timing – it works best if you can offer FAMS at varying times of the year, so planners can somewhat “pick and choose” when they can come. If you can only host one FAM a year, you may benefit from moving the FAM around to different weeks or seasons to accommodate planner’s schedules.  There is one destination that I’m dying to go see on behalf of my clients, but they hold their FAM during the same week, every year, during my busiest month of the year.  For 10 years now, I’ve had to decline the opportunity to go see the destination.  Ironically, I haven’t booked a lot of business in this destination either.
• Vetting process – FAMs can be seen as “free vacays” by some inexperienced planners. By vetting the potential delegate, you may be able to qualify your delegates and ensure your fam is full of planners who truly have business aspirations for your destination.
• Pre-fam survey – conduct and execute a pre-fam survey with your delegates. Ask them key questions about their program(s), including size and demographics of delegates.  This will help your suppliers customize their talking points specifically for certain individuals.
• Work collaboratively – regardless of how you feel your particular service is the “best game in town”, ensure you work in tandem with the other hotels and offsite venues in your destination.  The first and foremost goal should be to get the planner to buy into the destination, not your particular service.
• Showcase unique local qualities – showing what’s unique to your destination may seem like a no-brainer, but ensure your offerings truly stand out as original. Are you a museum town?  How are you different from the other museum towns in the country?  Do you have a thriving wine region?  How do you set yourself apart from other wine regions?
• Agenda and timing
• Contact information for each facility, and for the hosts
• Social media handles for each facility
• Dress code for each day of the trip
• Average weather for the season
• Communication between partners – every stop on the tour wants to showcase their best, and they should be encouraged to do so. Have the partners communicate with one another (or use your “one point of contact”) about the plan for the day, especially menus.  While its great that all your partners are known for their fried chicken, the delegates likely do not want to eat fried chicken at three different places in one day.
• Downtime – many of your attendees are busy meeting planning professionals. Their life at the office doesn’t stop just because they took 3 days out of their schedule to see your destination.  Ensure you build in a few hours each day for delegates to catch up on email (or jet lag).
• Post-fam debrief – Conclude the familiarization trip experience by sending both a post-fam survey to your delegates, as well as your suppliers, to see what was impactful about the FAM, and what leaves room for improvement for the next one

Leanne’s Note – I recently attended a FAM during the destination’s most popular festiva l – it was an incredible experience and it really showcased the energy of the city.  Ensure your FAM participants understand the booking implications of booking their meetings around the festival time as opposed to other times of the year.

Some of the above tips may not work for your destination given the logistics, but many of these are achievable regardless of the duration of the familiarization trip or destination.  By employing many of these tips, you’ve set yourself up for a great return on your FAM investment.  Good luck with your FAMs this season!

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Taylor swift's new album continues a sad 18-year trend that the eras tour setlist avoided.

Taylor Swift's new album, The Tortured Poets Department, continues a trend dating back to her debut album that the Eras Tour setlist narrowly avoided.

• The placement of the breakup ballad "So Long, London" as the fifth song on Swift's new album, The Tortured Poets Department, continues Swift's trend of making soul-bearing songs track 5 on her albums.
• The Eras Tour setlist narrowly avoided this trend by placing the touching and romantic "Lover" as the fifth song Swift performs in the show overall.
• The very next song after "Lover" on the Eras Tour setlist is her deeply personal song, "The Archer," which is track 5 on the Lover album.

After just barely avoiding it in the Eras Tour setlist, Taylor Swift continues one of the longest-running trends of her career in her new album, The Tortured Poets Department . On April 19, 2024, Taylor Swift released her highly anticipated 11th studio album, The Tortured Poets Department, along with a surprise second installment containing 15 additional songs. Altogether, there are 31 songs in Swift's The Tortured Poets Department : The Anthology double album.

It has yet to be officially confirmed whether Swift will add The Tortured Poet Department songs to the Eras Tour setlist , but some Easter eggs in a YouTube Short of Swift during rehearsal hint at the addition of a TTPD set when Swift resumes the Eras Tour on May 9 in Paris, France. As is, one song tradition that's been preserved in every Taylor Swift album is noticeably absent from the Eras Tour setlist, but The Tortured Poets Department has kept it alive.

Taylor Swift's New Album Surprises Mean A Sequel To Her 4-Year-Old Disney Movie Has To Be Coming

The tortured poet's department continues the trend of sad track 5s, the fifth track on every taylor swift album is always deeply emotional.

On The Tortured Poets Department, Swift continues the established trend of making an emotionally raw song track 5 on the album by placing "So Long, London" in the loaded slot. On the crushing "So Long, London," Swift finally bids farewell to the titular UK city and her lover after spending too long trying to salvage their broken relationship. Many Swifties speculate that this heartbreaking ballad is about Swift's breakup with her British ex-boyfriend Joe Alwyn, whom she lived with in London for many years. It was announced back in April 2023 that Swift and Alwyn had parted ways.

While Swift has been bestowing sad songs with track 5 status ever since her self-titled debut album in 2006 , it was a subconscious habit until her fans pointed it out. “ Track 5 is a tradition that really started with you guys ," Swift explained in an Instagram Live session one month before dropping Lover in 2019. " I didn’t realize I was doing this, but as I was making albums...instinctively I was putting a very vulnerable, personal, honest, emotional song as track 5 ."

On The Tortured Poets Department, Swift continues the established trend of making an emotionally raw song track 5 on the album by placing "So Long, London" in the loaded slot.

Some track 5s, like "All You Had To Do Was Stay" on 1989 or "Delicate" on Reputation, are not nearly as devastating as others, like "my tears ricochet" on Folklore or "tolerate it" on Evermore. However, these more upbeat, light-hearted songs still fit the bill since she bears her soul in the lyrics more than any other track on the album in question. Swift's most famous track 5 is arguably "All Too Well" from Red , which many fans consider to be her best work to date.

In 2021, Swift released the original, 10-minute cut of "All Too Well" as a "vault" track on Red (Taylor's Version), where it serves as track 30.

What Taylor Swift's All Too Well 10 Minute Version Lyrics Mean

The eras tour narrowly avoided taylor swift's 5th song trend, the fifth song on the eras tour setlist is "lover".

There was no expectation that Swift would maintain the track 5 tradition on the Eras Tour since it's a concert setlist as opposed to an album tracklist, but Swift nearly did anyway. The Lover era opens the show, and the fifth song of the Lover set and thus, the whole Eras Tour setlist, is the album's title track . "Lover," which is track 3 on the album, is one of the most romantic songs in Swift's whole discography, so much so that it's been solidified as a "first dance" wedding staple since the album dropped five years ago.

Had Swift arranged the Lover era just a little differently, "The Archer" easily could have ended up as the fifth song on the setlist, corresponding with its placement on the album and furthering her sad song streak.

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After "Lover," the following and final song of the opening set is "The Archer," a harrowing, introspective examination of Swift's personal flaws and insecurities in her relationships. "The Archer" is track 5 on the Lover album , but track 6 on the overall Eras Tour setlist. Had Swift arranged the Lover era just a little differently, "The Archer" easily could have ended up as the fifth song on the setlist, corresponding with its placement on the album and furthering her sad song streak.

Swift's performance of "The Archer" on the Eras Tour was initially excluded from The Eras Tour movie in theaters, but was later included in the VOD and streaming versions.

Thanks to the precise order of the songs of the opening Lover era, Swift narrowly avoided the track 5 trend on the Eras Tour setlist , whether she meant to or not. If Swift does add songs from The Tortured Poets Department to the setlist, she will likely have to remove songs from other eras, which could affect the remaining songs' numerical placements in the overall show. Depending on whether Taylor Swift makes cuts to the Lover era to make room for the TTPD set, the Eras Tour setlist may end up joining the sad track 5 club after all.

Source: YouTube Short , YouTube

Taylor Swift: The Eras Tour

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Taylor Swift: The Eras Tour is a film rendition of the colossal worldwide event that sees the legendary pop star hit the stage in a specially curated film event. Performing the hits of her over seventeen-year career in music, The Eras Tour highlights Taylor Swift and her team as they put on a show of a lifetime.