Trade Famils
Experience It First-Hand
Familiarisation tours (famils) give travel sellers, media, influencers and industry partners the opportunity to experience the Bundaberg Region firsthand. By showcasing your product in a real-world setting, famils help build industry knowledge, strengthen trade and media relationships, and create new opportunities for recommendations, coverage, packaging and bookings. They are one of the most effective ways to turn awareness into advocacy and get your business in front of the people who influence travel decisions.
Famils are a relatively low-cost way to promote your experience to trade. They are a business development opportunity for your product and should be treated as such. If a trade partner has experienced your product, they are much more likely to recommend it to their clients or partners.
Famils offered by Bundaberg Tourism, TEQ or Tourism Australia are always pre-qualified as being reputable and genuinely interested in working with our region. If you are unsure or if a trade partner approaches you directly, BT is always available to talk you through the opportunity and do some fact-checking if required.
ACCEPTING A FAMIL
Before deciding to host a trade famil find out as much information as you can about the famil participants, both from Bundaberg Tourism and from your own research. Determine if they are part of your target market and what the benefits of hosting them are for your business. Don’t be afraid to say no to a request if you don’t think that your product is suited – you will still be offered famils in the future!
Generally, support for famils is requested free of charge (FOC) for the trade partner and any BT, TEQ or TA host. We recommend you offer your top tier service – put them in your best rooms, take them on your premium tour or serve them your house specialities. The more they experience, the more they can sell on your behalf.
If you are unable to offer complimentary services, you may consider extending a reduced rate. Discuss options with the famil organiser to try and create a ‘win-win’ situation. If the famil guest is travelling with family, you may wish to offer an industry rate to them, however there is no expectation for you to host any accompanying people FOC.
PREPARING FOR A FAMIL
Where possible, arrange for a dedicated staff member to accompany the famil guests while they are with you. This should be someone trade trained and very well versed in your business. This is especially important if the famil guest is viewing an accommodation property without staying, or isn’t able to experience everything you have on offer.
Do some research on your guest/s and their clients. Get information on their itinerary in region, pre and post their stay with you. Make sure you know who they are, where they are representing, what your existing relationship is with them (have you met before, do you have an existing contract with them, etc), and what comparable product they’ve contracted (in the Bundaberg Region, across the SGBR, throughout Queensland etc). Consider any cultural sensitivities, potential language barriers or accessibility needs as advised by the famil organiser.
DURING A FAMIL
- Preparation & Presentation
– Professionalism is key, make sure you’re on time and available to host them.
– First impressions count so ensure your entry and/or meeting place is clean and inviting, and that any reception staff are aware to expect them.
– Make sure staff are well presented in clean uniforms, and ensure any areas you are taking your guests within your property or experience is at its best. - Introduction
– Welcome the guests immediately on arrival.
– Give them a brief overview of what they will experience during their visit including timings. - Understand The Opportunities
– To be chosen as part of the agents experience in the region is a great business development opportunity and should be treated as such. Roll out the red carpet and take the opportunity to get to know the needs of your guest’s business and their clients.
– Ask questions, be ensure you’re listening actively to your guests, and be ready to provide information. - Be Professional
– If things go wrong, don’t panic! Where possible, handle everything quietly – chances are the famil guests won’t even know something isn’t perfect, especially if you can fix it quickly. Lean on your famil hosts – if you have a BT, TEQ or TA representative hosting the guest, inform them quietly if something has gone wrong – they will help to find a solution.
– Never, ever, ever talk badly of any other operator or region. You will look petty if you talk negatively about others, and it may affect your relationship with the guests and/or the host. Instead, build each other up, make honest positive recommendations wherever you can, and if you can’t say anything nice, say nothing at all. - Follow up
If you don’t already have their email address, make sure you get a business card during their visit.
AFTER A FAMIL
Send your guest a personalised thank you email and send the appropriate rates or access to your experience’s inventory and rates.
WORK YOUR NETWORK
Bundaberg Tourism is here to back you up and provide support at every stage throughout the famil process, so reach out if you’re not sure of anything.
