Fam trips have long been one of the most valuable tools in the travel industry – there is simply no substitute for experiencing a product first-hand. But as travel evolves, I believe the structure of fam trips should evolve too.

I take a different approach at Unforgettable Croatia by offering individual fam trip places, allowing agents to travel with a partner, friend or colleague, rather than focusing solely on larger hosted group departures. It creates a more authentic experience and ultimately a more powerful sales tool.

Small ship cruising is naturally intimate. Our ships carry a maximum of 36 guests and the atmosphere onboard is relaxed, sociable and personal. Guests spend their days swimming from the back of the ship, dining in small coastal towns and discovering destinations at a slower pace. It’s difficult to understand that environment if you experience it in busy surroundings via a heavily structured itinerary.

Travelling more independently allows agents to experience the holiday in the same way their customers would. They notice the little details – the ease of embarkation, the pace of the itinerary, the conversations with other guests over dinner, the service from the crew and the feeling of waking up in a quiet Adriatic harbour early in the morning.

These are the moments to be remembered, and they are the moments that agents can confidently bring to life when speaking to clients.

We also find that travelling with a partner, friend or colleague changes the dynamic. Agents can gauge who the product suits, whether that’s first-time cruisers, couples celebrating a special occasion, solo travellers looking for a sociable atmosphere or customers wanting a more relaxed alternative to larger ocean cruising.

'Trust and credibility'

Authenticity matters, because today’s customers are incredibly well researched. They want reassurance from someone who has genuinely experienced the product, not simply attended a whistle-stop educational trip. When an agent can say, "I stayed in that cabin", "I ate in that restaurant" or "I swam from that ship", it creates trust and credibility.

There’s also a practical benefit. Smaller-scale fam experiences allow agents more time to absorb and understand the destination itself, rather than moving between guided tours and presentations. In our experience, that connection translates into stronger long-term product knowledge and, ultimately, stronger sales confidence.

Podcast: Fam trips – does every agent deserve one?

Of course, group fam trips still have their place within the industry, particularly for networking and broader destination learning. For a specialist product like small ship cruising, I believe a more personal approach better reflects the actual guest experience.

With travel agents playing a critical role in helping customers navigate choice, value and trust, authentic first-hand experience has never been more important. Sometimes, the best way to understand a holiday is to experience it exactly as your customers would.

Graham Carter is the Founder of small ship cruise specialist Unforgettable Croatia.