Charging fees for familiarisation trips could ensure the right agents participate, enhancing their effectiveness as brand ambassadors.
- During a recent round-table event, industry leaders discussed the potential benefits of imposing fees on agents attending familiarisation trips.
- Janet Parton of Celestyal Cruises champions the idea, emphasizing commitment and accountability from participating agents.
- Riviera Travel and others monitor agent performance post-trip, considering fee structures to incentivise productive engagement.
- Karen Farndell of Holland America Line highlights the value of personal insights shared by agents post-tour.
A recent round-table brought together prominent figures from the cruise industry to explore the strategic benefits of charging fees for familiarisation, or ‘fam’, trips. These trips, designed to acquaint travel agents with cruise experiences, could potentially see a shift in their accessibility. Advocates argue that such fees would ensure participation by truly committed agents, ultimately leading to more effective brand representation.
Janet Parton, vice-president of business development at Celestyal Cruises, expressed her viewpoint that charging for fam trips might strengthen the industry by ensuring agents who attend are genuinely invested in promoting the brand. Parton stated, ‘We want agents to become ambassadors for our brands once they have been on a fam trip’, underscoring the importance of ownership and responsibility among the agents.
Parton further elaborated on the benefits of having agents apply and commit to these trips. This process could serve as a demonstration of their dedication, ensuring that those selected are apt representatives who will actively engage in promoting the cruise line following their experience. While Celestyal Cruises has not yet implemented such charges, Parton sees potential value in adopting this approach.
The round-table discussion also highlighted insights from other industry players such as Riviera Travel. Stuart Milan, channel director, shared their practice of evaluating agent performance following trips to assess if there has been a positive impact on sales and bookings. He indicated that a fee structure might serve as a further incentive for agents to maximise the value of these opportunities.
Karen Farndell, director of sales and marketing for the UK & Ireland at Holland America Line, added another dimension by stressing the importance of agents sharing their firsthand experiences. She remarked that personal narratives often resonate more effectively with clients than standard marketing materials, thereby amplifying the return on investment for these excursions.
Incorporating fees for familiarisation trips may enhance agent engagement and brand representation.
