What if familiarization stays didn’t require waiting for an invitation or hoping the timing worked out? In this episode, Whitney sits down with Lotte Gossage, founder of Hotel FAM Club, to challenge the way travel advisors think about FAMs and hotel partnerships, offering practical insight into positioning yourself as a professional partner rather than a passive participant. Lotte shares how her background in hospitality and sales shaped a more proactive, business-first approach to creating familiarization opportunities. They unpack why travel advisors should stop being grouped with influencers, how hotels actually evaluate ROI, and what decision-makers on properties really care about. If you’re ready to take control of your FAM strategy, this episode delivers a fresh and empowering perspective.