This November, Holly had the pleasure of hosting an exceptional group of travel professionals on her inaugural FAM trip, in collaboration with United Airlines, See Monterey, San Francisco Travel and Sonoma County Tourism. From cruising the scenic Monterey Peninsula, to soaking in sunny San Francisco and the autumnal vineyards of Sonoma County, here are some of the key takeaways from this unforgettable week.
Touchdown in California
With some early introductions at London Heathrow, our group of travel trade experts, including representatives from Trailfinders, If Only, Journeyscape, Ocean Holidays, Travel Counsellors and American Affair, gathered prior to departure for the Golden State. With anticipation in the air, the group checked in, followed by exclusive access to the United Lounge, courtesy of co-host and United Airlines representative Claire Webber.
Landing in SFO, the group were greeted by their driver from Pure Luxury Transportation, whisking them away on their southbound journey to coastal Carmel-by-the-Sea, where a luxurious stay at Le Petit Pali on Ocean Avenue awaited. The day concluded with a relaxed, well-deserved dinner at Alvarado Street Brewery and Bistro, for the perfect mix of casual comfort and California cuisine.
California Cruising
Despite early jet-lagged awakenings, the group was eager for an action-packed day exploring Monterey County. The morning began with a charming stroll to Carmel Beach, followed by a visit to the Carmel Farmers' Market. From there, the adventure shifted into high gear with a cruise along the Monterey Peninsula in vintage cars provided by Monterey Touring Vehicles, a tick on the bucket list for many in the group.
A scenic lunch followed at The Bench, Pebble Beach, joined by David Cater from See Monterey, who shared some invaluable destination insights. In the afternoon, Krista Sherman led the group on an exhilarating bus tour through Big Sur’s dramatic landscapes, with golden sunsets at Bixby Bridge, and a perfectly-timed glimpse of Pfeiffer Beach’s iconic Keyhole Arch making for breathtaking memories.
The day wrapped with a sophisticated wine and cheese tasting hosted by Scott Sutliff at Le Petit Pali’s sister property on 8th Avenue, followed by an exquisite dinner at Pangaea on Ocean Avenue, where Asian cuisine and creative cocktails stole the show.
Discovering San Francisco
Friday morning offered one last Monterey Peninsula highlight: an immersive visit to the world-renowned Monterey Bay Aquarium. From towering kelp forests to playful otters and awe-inspiring displays of local wildlife, the group marvelled at the oceanic wonders before continuing northbound to San Francisco.
Our weekend base was The Argonaut Hotel, perfectly positioned for exploring the city. The itinerary began with an insightful market briefing led by co-host Tilly Grace, San Francisco representative from MMGY/Hills Balfour, at the Stanford Court Hotel. A dynamic Q&A panel followed, with select members of the group sharing valuable insights on their side of the UK and Ireland travel trade landscape.
With the business portion under wraps, we headed into the heart of Chinatown (with a quick karaoke stop along the way) for an authentic dining experience at R & G Lounge. Adding a futuristic twist to the evening, some of the group opted for a ride back to the Argonaut in Waymo’s self-driving cars.
Urban Exploration
With the city at arm’s length and curiosity buzzing, the weekend kicked off in full swing with a guided VW bus tour (hippie-style, of course) courtesy of San Francisco Love Tours. Our charismatic guides brought the city’s iconic sights to life with expert knowledge and infectious energy. Their unmatched storytelling, combined with the nostalgic charm of the VW bus left the group more than a little tempted to don flowers in their hair.
Continuing the day’s excursions, the group visited Presidio Tunnel Tops, followed by a captivating tour of the Walt Disney Family Museum, a timeless journey through the life and legacy of Walt Disney himself.
The evening carried on with a site inspection and dinner at Hotel Zoe, before heading to Club Fugazi to witness the death-defying Dear San Francisco cirque show. This mesmerising performance showcased not only the incredible skill of the performers but also the vibrant and rich history of the city.
Farewell to the Bay
We began the following day with breakfast and a warm welcome at the RIU Hotel, paired with a site inspection. Next, we explored Union Square, where we enjoyed some chilled thrills on the local ice rink. With the itinerary beckoning us back to Fisherman’s Wharf, we boarded a Red and White Fleet Bay Cruise to soak in breathtaking views of the Golden Gate Bridge, Alcatraz, and even a few glimpses of local marine life.
After some free time around Pier 39, it was time to bid farewell to San Francisco and set off for California Wine Country. Checking in at the historic Hotel E in downtown Santa Rosa, the group ended the night with dinner at Jackson's Bar and Oven.
Quintessential Wine Country
Kicking off the morning in Guerneville, the group ventured off the beaten path to the serene Armstrong Redwoods State Natural Reserve. Eyes were drawn skyward as they took in the majestic canopies and serene atmosphere of the towering redwoods, with their expert guide bringing the forest to life with engaging stories about their resilience and ecological significance.
Joining us for lunch at Guerneville's PikNik Town Market, Percy Stevens and Lauren Kilcullen from Sonoma County Tourism welcomed the group with uplifting enthusiasm and expert insight, before bidding the group farewell as we headed to a guided wine tasting at J Vineyards & Winery. With expert knowledge shared alongside a personal taste of Sonoma County, the group left feeling inspired and more connected to the region’s rich wine culture.
Accompanied once again by Percy, the group enjoyed a delightful dinner at The Bird and Bottle in Santa Rosa. The evening wrapped up perfectly with a well-deserved, home-brewed beer at the iconic Russian River Brewing Company en route back to Hotel E, capping off their final night in Northern California.
Homeward Bound
With their return to SFO on the horizon, the group took the opportunity to explore the Bodega Bay area, stopping at the iconic schoolhouse from Alfred Hitchcock's The Birds. They also enjoyed an incredible site inspection at The Lodge at Bodega Bay, recently named the 'No. 1 Hotel in the World' in Condé Nast Traveler's 'Readers' Choice Awards 2024'.
Upon arrival at the airport, the group were met with a welcoming tour of the SFO Museum in Terminal 2, showcasing a deep dive into the heritage of aviation and a characterful look into the original airport itself, before checking in and boarding the flight back to LHR.
Overall, it was an incredibly successful and enlightening FAM trip for all across Northern California, made possible by the generous support of co-hosts Tilly Grace and Claire Webber, along with invaluable partnerships from United Airlines, Sonoma County Tourism, See Monterey, and San Francisco Travel. Most importantly, the unforgettable group of travel trade professionals made the experience truly special, setting a high bar for future FAM trips and leaving plenty to envy.
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