Best Practice for
Preparing & Operating
Fam Trips & Site Inspections
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Site Inspection
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Business Tourism
V Leisure
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Choice &
Motivation
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How do you influence
this choice?
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Advertising
Print … newspaper, magazine, special journal
Radio, TV, Film
Online & Social Media
Direct Sales
Exhibitions
Experiences
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What is the single most important
factor in any or all of these
channels?
THE CORRECT AUDIENCE
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What is the single most effective
way of converting this audience?
EXPERIENCE THE PRODUCT / SERVICE
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What is the single most effective
way of experiencing
the product / service ?
VISIT THE DESINTATION / HOTEL
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Site Inspection
Responses
RFI
RFP
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Familiarisation/Educational Trip
• Speculative
• Initiated by destinations / venue
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Site Inspection
• Specific
• Initiated by customer
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Site Inspection
Sales call
on steroids
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The conference attendee is …
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Paying their own bill
Most interested in content of conference
May book hotel in or outside of block
Travelling alone
Have potential to extend for holiday
Choses to attend or not attend the
conference
• Required CPD points
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The event attendee is …
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Paying their own expenses
Choses to attend event
Consumer outlook
Younger
Travelling with friends
Once off attendee
Seeking experiences
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The exhibition attendee is …
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Not paying their own expenses
Business mindset
Sales and technical personnel
Has potential to extend stay
Travels alone
Likely to book own accommodation
Repeat attendee
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The meeting attendee is …
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Not paying their own bill
Travelling alone
Coming form same company / culture
Has potential to extend stay
Did not chose hotel / destination
Business mindset
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The incentive traveler is …
• Sophisticated & well travelled
• Accustomed to 5 star & beyond
• Not slow to compare with other
experiences
• Usually with their spouse or partner
• Not paying the bill
• In a hotel they did not personally choose
• High disposable income
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Focus on
Possibilities
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It’s The Details
That Deliver
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Delivering the Experience
• A whole range of players will be involved
in this process
• Airlines/cruise ships/coaches
• Taxis/ground transportation
• Hotels & accommodations
• Restaurants/shops/attractions
• Hotels will be a key element
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INCENTIVE TRAVEL
HOTEL
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The Site Definition of Incentive
Travel
• “Incentive travel is a global management tool that uses
an exceptional travel experience to motivate and/or
recognise participants for increased levels of
performance in support of organisational goals”
• Understanding the chain of events that leads to the
arrival of these guests is the key to a hotel’s successful
delivery of the exceptional travel experience
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Hotels & Incentive Quality
• Having five stars on your hotel wall does not
guarantee incentive quality
• It takes an understanding of the product and
an ability to deliver beyond the promise
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What do Incentive Planners
Expect From a Hotel
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Everything that is in the contract ….and more
Good location & access in the destination
Concise dialogue with the hotel staff designated
Daily review meetings on site
Honesty re delivery capabilities
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More Planner Expectations
• The willingness of the hotel to work with other than
regular partners within the destination
• That the hotel will accept that events in the
programme will be held “off property”
• The need for the group to explore the destination
• Hotels should be aware of activities/experiences
outside of hotel (e.g. golf tee times)
• Caution core business v partnership
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Incentive Planners are
Perfectionists
• They pay great attention to all of the details
• It is their reputation that is on the line
• They are always aware of their clients
competition
• They expect senior hotel management to look in
on group activities within the property
• Recognise their clients VIP status
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Incentive Quality Hotels are
partners in the Planning Process
• They have creative ideas to assist the
planner
• They recommend other players in the
destination
• They respond to short notice briefs
• They have rich media / collateral
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More ways the Hotel can Help
• Involve senior management in the hotel site
inspections
• Identify all local taxes applicable
• Create new theme events …. utilise the local
community
• Make the hotel an ally of the planner …
serving a common client
• Involve the chef & catering staff
• Extra porterage for check in / out
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Hotel Themed Dinners / Events
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Creativity & imagination
Deliver with flair
Meet the high expectations
Do not use tired themes & props
Key moment in programme
• Hotel staff must find out about
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group demographics
previous experiences
Incentive Travel Programme Theme
budget levels for this event
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Creative Planning by the Hotel
• How long will the group be in the
destination
• Entertainment styles required/expected
• Banquet or buffet
• Sparkling wine or champagne
• These events offer the hotel staff great
opportunities to showcase the property, its
capabilities and its staff
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Hotels are an Integral Part of the
Incentive Trip Experience
• They are part of the destinations appeal
• Their creativity can help produce the most
memorable and motivational moments of the trip
• Just as people remember hotels ….so hotels
must remember their guests
UNDER PROMISE – OVER DELIVER
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Brand Value Proposition
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Unique
Experiences
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The Pre Planning Process
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Principles of
Planning
P, P, P, P, P, P
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HOW
As a Job Interview
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Questions?
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Assumptions / Assessment
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Site Inspection
Participant ???
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Single/ Partner
Qualified
Track record
Titles and Responsibilities
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WHO
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Single / Partner
Gender sensitive
Qualified
Track record
Titles and Responsibilities
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WHEN
• When it suits the customer
• Dress code
• Payment policy
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WHAT
• As the participant will
experience it
• Special experiences
• With care
• Dietary/Religious preferences
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Exercise
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Feature
Benefit
Quantity of rich media available
Internationally certified/trained staff
Reduced theming costs
Business owns coaches & limousines
Grant support available from DMO
24 hour access for queries
Large cohort of trained guides
Multilingual staff
Ability to give extra value rates over
weekend
No ‘in house’ contracted suppliers
Award winning programmes
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Feature
Benefit
Swimming pool / Gym
Private cinema
No waiting for room service
24 room service
Award winning chef
Optional dining locations
Sister hotel in close proximity
Private art collection
Sophisticated floral arrangements
No min F&B requirements
Owner managed
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Sell the
Destination
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Build a destination’s reputation
by connecting the genius of its
people to the needs of the global
marketplace
- Simon Anholt
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The Content
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THE CONTENT
• Briefing Document
• General /Gap Presentations
• Active Participation
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THE CONTENT
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Free / Down Time
Shopping
Competitive Show Around
Surprise with care
Participation, Participation, Participation
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Hotel / Venue
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Arrival
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Airport
Signage
People
Spelling
Transportation- make of vehicle
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Hotel
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Signage
People – ’’clap in’’
Rooms ready
Letters of welcome
Room gift
Native language
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Elevator
Pitch
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Elevator Pitch
Write down your company’s unique
selling proposition in a single, pithy
statement of no more than half a
minute in length
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Elevator Pitch 4 Key Elements
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Make an irrefutable statement
Establish Credibility
List 2 or 3 Benefits (Not Features)
End with a Call to Action or a Question
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THE SHOW AROUND
4 Principles
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Know your
Product
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Know your
Audience
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Know your
Competition
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Know the
Expectations
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WHO
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GM
Duty Manager
Receptionist
Technician
Sales Manager
BE EARLY/ RIGHT ATTIDTUDE
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THE PRODUCT
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Weddings are Us
Meetings are Us
Rooms are Us
Benefits Features
Level of Experience of Buyer
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THE PRODUCT
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Worst room / best room
Suites
Operating and Physical Standards
Portfolio of photos/ rich media of
relevant events
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THE OFFERING
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Pricing euros /dollars / sterling
Net / Rack
Terms / Conditions
Discounts
Commissions
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THE OFFERING
• Customised
• Creative
• Beware of Surprises
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TRAPS
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Dirty corridors
Occupied rooms
Room Location
Capacities
Wake Up
Breakfast
Luggage
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SITE INSPECTION
POLICY
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Number
Inclusions/Exclusions
Participants
F&B
No surprises
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FOLLOW UP
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Conversion- now / future
CRM
Positive Memory Builder
Digital Camera etc
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Follow Up
FOLLOW UP
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Wedding brochure
• Wedding
brochure
Local
Language
collateral
• Local
Post
backLanguage collateral
• Post
back / Personalize
Mass
Mailing
• Mass Mailing/personalize
Phantom
participant
• Phantom participant
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SUCCESS
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Go The Extra Mile to Win
• Be flexible
• Be creative
• Involve the local community
• Share the business leads
• Understand the Incentive industry
YOU HAVE TO BE IN IT TO WIN IT
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Pre-Planning
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Right People
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Customisation
& Creativity
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Relevant
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Sell the
Destination
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Cooperation
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Follow Up
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