What it means
Press Trip / FAM Trip
Press trip or FAM trip?
| Press trip | FAM trip | |
|---|---|---|
| Who attends | Journalists, editors, bloggers and creators | Travel advisors, tour operators and booking agents |
| Goal | Coverage | Product knowledge that leads to sales |
| Output | Articles, posts and videos | Itineraries and bookings |
The distinction matters because the results are different: media produce coverage, and trade partners produce sales.
How do press trips work?
The host, such as a hotel brand, tourism board, airline or cruise line, covers travel, accommodation, meals and curated experiences. The itinerary showcases the strongest stories of the property or destination, such as food programs, cultural experiences, design details, adventure activities or sustainability efforts. Unlike creator partnerships with deliverables, attendees are generally not contractually required to cover the trip, though the expectation is understood. Many outlets restrict or ban accepting hosted travel, so ask before you invite.
How do you plan one?
- Set the goal. Coverage, creator content, trade sales or a launch moment.
- Choose timing. Match the media calendar, and give invitees notice, since travel editors plan well ahead. See travel editor.
- Design the itinerary. Plan memorable experiences, but leave free time for attendees to explore and work.
- Invite and confirm. Send a clear invitation that explains what is covered and any outlet policies.
- Brief the team. Prepare hosts, guides and staff, and share key facts and story ideas.
- Host well. Handle logistics smoothly, answer questions and avoid hard selling.
- Follow up. Send images, facts and contacts, and track resulting coverage.
How do you choose the guest list?
Guest list curation is everything. A travel editor, a food writer and a wellness creator each tell different stories from the same trip, and that mix is often ideal. Smaller groups, often under a dozen people, keep the experience personal and preserve the exclusivity that can drive stronger coverage, while larger groups dilute it. Choose people by fit with the audience you want to reach, not only by reach. See media list.
What must be disclosed?
Hosted travel is a material connection. The FTC's guidance for influencers says that free or discounted products and services count, so a creator who posts about a hosted trip should clearly disclose it. Most publications also have their own disclosure rules for journalists, and some do not accept hosted trips at all. Transparency is both a legal expectation and good practice, because audiences trust disclosed content more than content that seems to hide the arrangement. See FTC disclosure.
Frequently asked questions
What is the difference between a press trip and a FAM trip?
A press trip is for media and creators. A FAM trip is for trade partners who need product knowledge to sell a destination.
Who pays for a press trip?
The host usually covers travel, lodging, meals and activities. Some outlets require journalists to pay their own way.
Are attendees required to write about the trip?
Not usually. Coverage is not guaranteed, so plan for a mix of outcomes.
How many people should join a press trip?
Small groups work best. Keep the number low enough that every guest gets attention and the trip feels exclusive.
Do press trips help with AI visibility?
Coverage and creator content from a trip add third-party mentions that AI engines can draw on. No outcome is guaranteed.
Related terms and services
Travel editor, travel influencer, tourism board and destination marketing. See 5W's Travel and Hospitality PR practice.
By the 5W Editorial Team. Every 5W article is reviewed by a human editor before publication. Updated October 28, 2026.