What is a Press Trip and How to Create an Ideal Press Trip
Press trips might sound like journalists taking a quick vacation, but they’re actually strategic storytelling expeditions. Think of it as a professional matchmaking session between destinations and media creators. A press trip, also known as a FAM (familiarization) or hosted media trip, provides journalists, travel writers, and content creators with firsthand experiences of destinations, hotels, or services in exchange for coverage and content creation. The host covers transportation, accommodation, activities, and meals while the media professional delivers authentic stories that reach their audience.
Understanding Press Trip Formats
Not all press trips follow the same recipe. Understanding the various formats helps both hosts and participants make better decisions about what works for their goals.
Group press trips gather 4-20 media professionals for shared experiences. The group dynamic creates networking opportunities and allows for diverse perspectives on the same destination. However, managing multiple personalities and schedules can be challenging, and individual attention gets diluted.
Solo or duo press trips offer maximum flexibility by hosting one journalist or a journalist plus their companion. These trips allow for deeper conversations, customized itineraries, and more intimate storytelling. The coverage tends to feel more personal and relatable to readers.
Launch press trips are timed around new hotel openings, tour launches, or service introductions, focusing on showcasing fresh offerings. They work well for generating buzz around specific developments rather than general destination awareness.
Revisit press trips bring back media who’ve covered a destination before, allowing them to highlight changes and new developments. These work particularly well for destinations that have undergone significant updates or seasonal transformations.
Why Hosts Invest in Press Trips and How to Create Them Effectively
The math behind press trips makes sense when you consider the alternative costs of advertising and the credibility gap between paid promotion and earned media. Tourism boards, hotels, and PR firms host these trips because authentic coverage from trusted writers carries more weight than advertising. Readers trust travel writers who’ve actually experienced what they’re recommending.
Matching the right media with the right story amplifies impact. A culinary magazine writer visiting for a food-focused trip will reach an audience already interested in gastronomic experiences. Press trips create ongoing relationships rather than one-time transactions, as writers who have positive experiences often return to cover different angles or seasonal changes. When compared to advertising rates, the cost per impression through earned media coverage often delivers better returns, especially when the coverage includes social media amplification.
Creating an effective press trip requires more planning than booking a group vacation. Each element should align with your broader marketing goals. Start by identifying what success looks like. Are you launching a new property? Repositioning a destination? Targeting a specific demographic? Your goals will shape every other decision from media selection to itinerary design.
Mix traditional journalists with digital creators, but ensure their audiences align with your target market. A luxury resort might invite writers from high-end travel magazines alongside Instagram influencers with affluent followers. Tourism bureaus and PR firms representing hotels and resorts need to plan well in advance, as journalists often require 3-6 months lead time. Factor in publication schedules and seasonal relevance when setting dates.
While VIP treatment shows hospitality, ensure experiences remain relatable to readers. If your typical guest can’t replicate the experience, the coverage won’t drive bookings. Clear communication about flights, ground transportation, meal arrangements, and accommodation details reduces stress and allows media to focus on gathering stories rather than worrying about schedules.
Share detailed media kits before arrival including schedules, destination background, story angles, packing suggestions, and emergency contacts. Well-prepared participants produce better coverage. During the trip, facilitate interviews, gather quotes, and capture moments that assist with story development. Post-trip, share additional photos, fact-check information, and provide any follow-up materials requested.
Monitor coverage through mentions, links, and social media posts. Gather feedback about what worked and what could improve. Keep media contacts updated about new developments that might warrant future stories.
Getting Invited and Making the Most of Press Trips
For aspiring travel writers and content creators, landing press trip invitations requires building credibility and demonstrating value to potential hosts. Start with local assignments and online publications to develop bylines and experience. Quality matters more than quantity, but you need sufficient work samples to demonstrate your capabilities.
Whether focusing on adventure travel, culinary experiences, cultural heritage, or luxury accommodations, specialization helps PR professionals match you with relevant opportunities. Attend travel writing conferences, join professional associations, and connect with tourism board representatives at trade shows. Personal relationships often lead to invitations.
Don’t wait for invitations to find you. Research destinations or properties that interest you, then contact their PR teams with story ideas and your credentials. Respond promptly to communications, meet deadlines, follow through on coverage commitments, and express gratitude. Your reputation within the industry determines future opportunities.
The Modern Press Trip Landscape
Current press trips are adapting to include diverse perspectives and specialized interests, such as LGBTQ+ focused FAMs that showcase inclusive venues and experiences. This evolution reflects broader changes in travel marketing and audience expectations.
Social media has expanded the definition of “media” to include bloggers and influencers alongside traditional journalists. However, the core principle remains the same: providing authentic experiences that generate genuine coverage and connection with target audiences.
Press trips represent a symbiotic relationship where destinations gain credible exposure while media professionals access experiences that enhance their storytelling. When planned thoughtfully and executed professionally, they create lasting value for both hosts and participants while serving readers with authentic travel inspiration.
The key lies in treating press trips as strategic investments rather than generic promotional events. Success comes from matching the right media with the right experiences at the right time, then supporting them in creating content that resonates with their audiences and drives real results for destinations.
More…
- https://www.tripwhisperer.co/travelblog/how-to-create-an-ideal-press-trip
- https://www.melaniemay.com/what-is-a-press-trip/
- https://aroundtheworldwithalison.com/2025/03/23/what-is-a-press-trip-media-trip-vs-fam/
- https://www.tooperfectpr.com/seo-for-financial-services-how-to-get-found-by-the-right-clients/
