THE ART OF THE FAM: HOW SHARED EXPERIENCES SHAPE THE STORIES WE TELL
There is an art to creating a meaningful media or influencer group trip. When executed thoughtfully, FAMs do more than showcase a destination and help shape how a brand is understood, experienced, and ultimately shared with the world.
While familiarization trips have long been a staple of travel PR, they are increasingly critical within modern integrated communications strategies. According to Muck Rack, 84% of AI citations originate from earned media coverage, making authentic journalist and creator experiences more valuable than ever.
After executing numerous group FAMs across the globe this year, Zapwater has identified a few principles that consistently separate successful trips from forgettable ones.
1. Flawless Execution Creates the Foundation
The most memorable trips begin with meticulous planning. Strong logistics allow journalists and influencers to focus on discovery rather than details.
During a recent sea-kayaking expedition in Loreto, Baja California Sur, Zapwater coordinated a five-day adventure showcasing the destination’s outdoor experiences and local culture. Behind the scenes, our proprietary journalist intake process helped personalize every aspect of the experience—from dietary preferences to editorial interests—ensuring attendees could focus entirely on the story.
2. Every Experience Should Tell a Larger Story
The strongest itineraries are built around a destination’s identity, with every touchpoint reinforcing a cohesive narrative.
A recent Tanzania press trip with Meliá Hotels International exemplified this approach. Journalists from AFAR, National Geographic Traveler, Travel + Leisure, and Condé Nast Traveler experienced Tanzania through luxury hospitality, wildlife encounters, cultural immersion, and community engagement across Arusha, Ngorongoro, and the Serengeti.
The result wasn’t simply hotel coverage—it was destination storytelling. The trip has already generated coverage in Condé Nast Traveler, with additional features forthcoming.
3. The Right Group Matters More Than the Guest List
Successful group trips are built on chemistry, not just media reach.
For World Equestrian Center’s first hosted media experience, Zapwater carefully curated a small group of journalists whose coverage areas aligned with the property’s positioning, while also creating opportunities for meaningful interaction among attendees.
The intentionally intimate format fostered stronger conversations, deeper engagement with the destination, and ultimately more nuanced storytelling.
4. The Best Stories Often Emerge Between Scheduled Moments
While programming is important, some of the most valuable insights come during unstructured time.
During a recent press trip to Alaia Belize, journalists experienced a balance of curated activities and meaningful downtime. Those unscripted moments allowed attendees to engage with the destination as travelers rather than participants following a schedule.
5. Great FAMs Create Stories, Not Content
The ultimate goal of any press or influencer trip is authentic storytelling.
A recent influencer experience in Dominica focused on showcasing the island’s unique combination of luxury, culture, and nature through personalized experiences tailored to each creator’s audience. Rather than prescribing a narrative, the itinerary allowed for genuine discovery.
6. Authenticity Is the Outcome
The best FAM trips don’t attempt to control the narrative. They create the conditions for authentic stories to emerge.
A recent “City Meets Sea” press trip with Andaz Mexico City Condesa and Thompson Zihuatanejo demonstrated how thoughtfully curated experiences can inspire meaningful coverage while allowing journalists to discover their own angles.
In a media landscape saturated with content, authenticity, and first-hand perspective matters more than ever. Group press and influencer trips when thoughtfully executed offer both, allowing a destination to be experienced rather than manufactured.
The art of the FAM trip is about creating a space for discovery, dialogue, and true connection. Stay tuned for even more journeys ahead with the Zapwater team and our clients on our Instagram page.