The free lunch (or brunch) is back

In my 20’s and 30's I was an Executive Assistant (EA) for a CEO of a tyre importer and wholesaler.  It was a relatively small operation and of course, part of my job as the EA was to plan company events, seminars and retreats.  

I didn’t know this was a whole separate job on its own.  I had no training and it wasn’t something I had learnt at college.  I was also never given any internal training and from memory, I think I might have even been his first EA.

But lucky for him, I was really good at planning events, but what I did find really hard was finding the locations to do them in.  Trying to find private dining rooms, retreat locations, hotels and function centres to hold sales seminars, not to mention local team meeting venues was so time consuming.

And then one day I got a phone call from one of the venues I had booked for a sales seminar.  The sales person asked me if I would like to attend a lunch they were hosting.  I said I would love to, but my boss would never pay for me to go to a lunch, let alone, give me the time off.

You know what she said ? - Don’t worry about the cost, the lunch is on us!

Wow I thought, this sounds fancy and not one to miss a free lunch, I managed to get the boss to let me go.  When the day arrived I found myself at this fabulous lunch surrounded by other people who had jobs like mine, but there was one more secret to come….

This is when I learnt that businesses who supply the travel and event industry host these things all the time!  I had no idea there were "lists" that I could get on and potentially be invited to try different venues and do site visits.  Obviously you need to have potential business, but I had no idea these types of "famils" existed.

It blew my mind and recently I was reminded of how much easier this made my job back then, when I was invited to a beautiful brunch.  

The venue, a beautiful historic venue in Brisbane, a multi-level venue with multiple restaurants and private function spaces.  We were hosted for Sunday brunch which was a perfect way to be able to see the entire venue in all its glory and enjoy the sumptuous food on offer.

So why am I telling you this?  Because maybe you don’t know that there are programs out there called “familiarisations” or “famils” for short and they are designed to give you the opportunity to experience a venue, a location or experience as a promotional opportunity for the brand.  The original influencer if you will.

Now of course you need to be considering business with the operator or destination, but if like me you had no idea these kind of programs existed, I am here to tell you to #getonit !

So how do you get on the lists?  Here’s what the experts say…

Top 5 Tips to Get on Famil Invitation Lists (from the people who run them): 

1. Be visible and valuable: We’re always watching who’s active in the industry. If you’re speaking on panels, sharing thoughtful posts on LinkedIn, or attending networking events, you’ll pop up on our radar. We don’t just want bums on seats, we want advocates. Show us you have a voice and a network, and we’ll take notice. 
2. Tell us what makes you a good fit: We don’t just want “event organisers” or “influencers”, we want people who align with the type of destination, product, or experience we’re showcasing. Make it easy for us.  Have a clear, up-to-date profile (think LinkedIn or a simple one-pager) that shows what type of events you run, your audience, your annual event calendar, and what regions or sectors you work with. 
3. Build relationships before you ask: Don’t cold-pitch with “put me on your famil list.” Follow the DMCs, tourism boards, venues, and regional marketing bodies. Share their content, engage meaningfully, and start a conversation. When you do reach out, refer to something specific they’ve done because it shows awareness, not just opportunism. 
4. Show your influence beyond socials: You don’t need 50k followers. We care more about who listens to you. Do you influence decision-makers? Can you bring groups, book venues, or recommend destinations in planning conversations? 
5. Be professional and low-maintenance: Yes, we notice who turns up late, complains about the itinerary, or fails to tag or thank the organisers. We’re looking for people who are easy to host, curious, punctual, positive, and responsive. Famils are expensive, and we want to invite people who understand that they’re not just a free holiday, they’re a strategic investment. 

That last one, for me that’s the most important! 

If you’re planning events and what to know more about how to get connected, feel free to reach out to me and we can brainstorm.  It really is a great way to find out about new venues, locations and services.