PHOTO: Kids play poolside on board Royal Caribbean’s Jewel of the Seas.

If you’re actively selling cruises, you have undoubtedly booked families on what is, for many, the best vacation for parents and kids - and grandparents, cousins, aunts, uncles and maybe some who aren’t related. And therein is the primary benefit of actively booking families on cruises - they often grow into multigenerational groups.

“Families are without a doubt one of the best markets to cultivate for agents,” says Joni Rein, vice president of worldwide sales for Carnival Cruise Lines. “They have high repeat cruise rates and offer huge opportunity to build into multigenerational groups.”

Of course, you want to keep and grow your family business. To help you do so, we turned to some of the cruise industry’s most high-profile executives for advice on how at-home cruise sellers can increase their business.

Qualify Your Clients - Start With the Basics

To start, find out who exactly is going on the vacation. “I would find out what the clients define as ‘family’ for their cruise,” Rein recommends. “Will grandparents and cousins be going as well? How many family members will there be and what are their ages and general interests?” She adds, “Perhaps the client hasn’t even thought of the benefits of bringing everyone together on the cruise — this gives the agent an opportunity to potentially build a group. At Carnival, we attract a great deal of multigenerational family groups like this as our product appeals to so many ages and personalities at once.”

Build a Rapport

While qualifying, gather information in a conversational way about what the family members like to do, how they’ve traveled in the past, where they want to go and so on.

“Always ask for the ages and names of the children. Then you can refer to them by name during the sales process and build rapport,” suggests Camille Olivere, senior vice president of sales for Norwegian Cruise Line.

It also helps in the cruise planning. “Three teenage daughters would likely be in an adjoining stateroom. Two pre-teen and teen boys might be across the hall from the parents’ balcony and so on,” she says.

Ideally, you’ll meet face-to-face with the family organizer. “By sitting down and having a relaxed chat with their client, agents can glean quite a bit of this important qualifying information,” Rein says. “Find out what recent vacation they liked or didn’t like and if their family likes a relaxed or formal atmosphere. Ask them what they think they want to do while on board. If they’re keen on kicking back on a sea day with a book or spending the day in the water with their kids, show them Carnival’s adults-only Serenity retreat or our onboard waterpark, WaterWorks.”

Ask “What Do They Like to Do?”

Olivere recommends asking what the kids like to do at home. “Find out what hobbies they have or sports they play,” she says. “For example, are they into sports? Are they musicians? Do they dance or participate in other activities? This will help you decide on the appropriate ship and give them the most compelling features of the ship such as basketball courts, waterslides, a Rockettes event, etc. Also, ask questions about family preferences. What restaurants do they like? Where have they already traveled and what did they like most? Stay on the positives and ask open-ended questions. Their responses will help you pick the best cruise for the family.”

It’s also important to ask the parents how much time they want to spend with their children. Is this an opportunity to spend adult time together since they know that most kids love the onboard children’s centers and supervised activities? Or is this a chance to spend more quality time together as a family?

“I would ask the parents, ‘what are you looking for on this vacation? Do you want to be with the kids 24/7? Are you looking to spend most of your time with your kids or have them spend time in a camp or activity center?’ ” advises Vicki Freed, senior vice president of sales, trade support and service for Royal Caribbean International.

Of course, you want to find out how long they want to be gone on their vacation and, after that, the budget discussion can start. “If they say they want to be gone three days, you know they’re somewhat budget-conscious,” Freed says. “If they say one week, it gives you a better idea of what their budget is. I don’t talk product until I know more about their needs and wants and desires for the next vacation. Plus, it can change from one vacation to another — one might be the husband and wife going away for their 25th anniversary, which is different from the whole family going. It’s important to always ask the right questions.”

Know the Children’s Programs

Which cruise line can care for babies as young as 6 months? Which ship has the tallest water slide? Which cruise lines partner with cartoon companies and feature character meals and meet-and-greets? You must know.

“Children’s programs vary from cruise line to cruise line, so it’s important for agents selling to families to be able to differentiate and talk knowledgeably about each one as this is a big part of the cruise experience,” Olivere says. “If the kids are happy, the parents will be over the moon and get some alone time as well.”

For example, Norwegian partners with Nickelodeon on five ships. Royal Caribbean features DreamWorks characters and movies. This year, Carnival began rolling out Dr. Seuss experiences.

“I’m a mother of three, and as any mom will tell you, keeping the kids happy on vacation is key to keeping mom happy on vacation.” Rein says. “By really understanding the various children’s programs onboard, agents can fully paint a picture of what’s offered to better sell the overall cruise. So, if some of the little ones are really big fans of Dr. Seuss, agents will be that much closer to selling the cruise if they are fluent in the features of Carnival’s Seuss at Sea program.”

Freed also points out that Royal Caribbean International has been certified in its ability to accommodate the needs of autistic children. The certification was granted by Autism on the Seas, a travel organization catering to vacationers with autism and other developmental disabilities.

“We are the only cruise line that is autism-certified, so we know how to really help these families with an autistic child,” Freed says. “It’s the right thing to do.”

Don’t Rule Out a Luxury Line

And while contemporary and premium lines are top-of-mind for family vacations, you also should familiarize yourself with the luxury lines.

“Like any aspect of selling cruises, product knowledge is key. For families, that comes down to knowing what each line’s programs do and don’t do,” says Paul Girouard, director of sales-Eastern region for Crystal Cruises. “Not all lines even offer such programs, and a few lines are, by design, not geared to children. At Crystal Cruises, we offer a tremendously strong children’s program. It is a three-tiered age program for 3- to 7-year-olds, 8- to 12-year-olds and 13- to17-year-olds. We offer a children’s playroom and babysitting services on all cruises. During holiday cruises, summer cruises and selected sailings, comprehensive children’s activities are offered under the supervision of experienced Junior Activities Directors.”

Mind the Budget

Of course, many families are trying to get the most bang for the buck. The Cruise Lines International Association says the inclusive nature of a cruise helps keep families on a budget as most meals, activities and entertainment are included. You know this, but new cruisers might not, so point it out. Also, look for kids-sail-free or for half-price offers from lines such as Crystal and MSC Cruises.

Carnival’s Rein also says driving to a homeport can save families a lot of money. “Nearly 50 percent of the U.S. population lives within a five-hour drive to a Carnival homeport,” she says. “This saves on the cost for family travel as well as the exhaustion of flying with children. By driving, the fun of the vacation begins as soon as the family pulls out of the driveway!”

Plan Together Time

Remind your families that a cruise lets them tailor how much time they spend together.

“Families today are so busy,” Freed says. “Families don’t have the chance in everyday life to connect with one another. We’re not living the ‘Ozzie and Harriet’ or ‘Leave It to Beaver’ lifestyle anymore. Our lives are so on-the-go in all different directions that rarely does a family come together on a regular basis to connect. At the end of the day, that’s what life is all about. Vacations today mean so much more than ever before. They give us a chance to reconnect, recharge and communicate again instead of always just texting each other. Even if mom is in the spa and dad’s in the casino, at the end of the day, you’re all dining together. Cruising allows a platform for families to get together without the hassle factor.”