There’s no disputing that the popularity of the all-inclusive resort vacation has risen dramatically over the past five to 10 years. There is a lot more variety in the marketplace. “There are more options now than there were five years ago,” says Judy Nidetz, an agent with Travel Experts in Chicago. “All-inclusives are easier to sell because there are so many great choices out there right now.”

Furthermore, travelers now understand the value that these vacations offer. “People are tired of getting nickeled and dimed and, with an all-inclusive, you don’t have to worry about that,” says Beth Baran, owner of Travel Leaders locations in Mason, Ohio, and Fort Thomas, Ky.

All things considered, attracting new clients to the segment doesn’t have to be a difficult endeavor. “I think sometimes all it takes is a suggestion to the client,” says Nidetz. “Sometimes people aren’t familiar with the ways all-inclusives work and what’s included. Sometimes all it takes is a description explaining how it’s a better value for them on their vacations.”

Focus on the all-inclusive price. “It’s important to stress everything that’s included,” says Nidetz. “A lot of times what I’ll do is compare pricing to an à la carte vacation and I’ll go through how much it costs in general for food, for drinks and for different activities. Then when I compare it to how much they could save at an all-inclusive — it’s an easier sell.”

Baran says she and her agents try to steer clients to all-inclusive resorts because it’s a win-win for both the client and the agency. “A cruise might offer a low upfront price for the client, but once all the extras are added — drinks, shore excursion, gratuities, optional dining venues — an all-inclusive vacation becomes a better value.”

Educate yourself. “It doesn’t do you any good if you don’t know the resorts that you’re selling,” says Claire Schoeder with Century Travel in Atlanta. “You can’t know them all, so you need to know the ones you’re selling — or the ones that you think meet your clients’ needs and learn about those.”

Bonnie Lee with Travel Leaders in Albertville, Minn., reads everything she can about the resorts she sells. “I know how big the beach is, I know how many restaurants there are and if the restaurants offer dining on the water,” she says. “You learn the resorts and you learn how to have a conversation so you really understand the client — and if you understand the resort then the choices become very obvious to you.”

Qualify clients. Find out what clients are looking for. “The first thing [to ask] is do you want something that’s adults-only or family-friendly,” says Sandi Favre of Viagio Travel in Long Beach, Miss., an affiliate of Travel Experts. “And then you are going to ask what type of accommodations they are looking for — do they want more upscale and luxurious or are they seeking out something that provides a little more value for their money?”

Listening to clients is key during the qualifying process. “It’s important to listen to the clients’ desires and what their expectations are,” says Nidetz. “It’s important to figure out what their expectations are and then offer them properties that fit their needs.”

It’s also crucial to understand a client’s vacation history. “I would ask them if they have ever been on a cruise or to an all-inclusive resort before,” says Nidetz. “And even if they have never been to an all-inclusive, if they’ve ever been on a cruise, you can get a good idea.” Nidetz notes that she can determine to a large extent what type of resort a client may prefer based on their cruise history. “I can learn a lot by saying, ‘Okay, what ships have you been on?’”

It’s important to find out what types of destination experiences clients are looking for. If they want to spend time exploring outside the resort, Schoeder says she’s apt to book them in Cancun and the Riviera Maya area, which has easy access to myriad Mayan ruins. Conversely, resorts in the Dominican Republic may offer less to do off site.

Experience the product. “Do your homework,” says Joe Lang of Joe Lang Travel in St. Louis. “Get out there and see the resorts. Ask a lot of questions. Talk to the general manager, talk to the sales manager and look at the rooms to see which ones you think might be the best ones to match your particular clients to.”

It’s also important to revisit resorts, says Lang, noting that a lot can change in a couple of years. “In even a year, that resort might not be the same,” he says.

For Schoeder, experiencing the all-inclusive product firsthand was a must in order to sell the all-inclusive segment. “I had never sold an all-inclusive until I went to one,” she says. “I saw the merits of knowing how much to budget and that way we paid up front and knew exactly how much the trip was going to cost.”

Look for resorts with multiple restaurant options. “You want to book an all-inclusive that has a large selection of restaurant options so your clients aren’t eating the same thing all the time,” says Baran. “They don’t want to have to go eat at buffets all the time. I think that is really important because buffets, depending on the resort, could have the same food every night.”

Target honeymooners. All-inclusive resorts are a perfect fit for honeymooners, who are looking for vacations that are completely relaxing, says Nidetz. “Honeymooners don’t want to have to worry about the stress of figuring out where to have dinner every night,” she says. “After the stress of planning a wedding, an all-inclusive is so nice because they don’t have to worry about a thing. Everything is already done for them.”

Target destination wedding clients. Nidetz believes destination weddings can be a great value for the bride and groom. “It’s actually more cost effective than actually having a wedding in their home city and paying for everybody’s else’s food,” she says. “It becomes a mini vacation for all of the guests to enjoy the wedding.”

Book through tour operators. Tour operators provide agents with the security of knowing that their clients will be taken care of. “You can easily read what they have negotiated for the customer,” says Lee. “If something changes at the resort, it doesn’t matter because you have the backing of the tour operator.” Also, the operators that Lee works with have 24-hour hotlines. “If something is wrong, you want someone there for the customer and you want someone there for you.”

Also, tour operators offer the best deals. “I want to always be able to package, to give them a discount on the air and I want availability for charter air,” says Lee. “You can get that through a tour operator.”

There’s no discounting the fact that tour operators offer lucrative commission structures. “If you’re earning top-tier commission with a tour operator, that is a good chunk of change,” says Lee.

Sell family and multigenerational vacations. “I especially book all-inclusives for families because of the activities that are included,” says Nidetz. “It’s also a better value because kids can eat all day long, and you don’t have to pay for all that food when you check out.”

Another selling point is that all-inclusives, particularly those that feature both adults-only and family sections, offer a wide range of pricing, says Lee, enabling family members with disparate incomes to enjoy a vacation together. “Some family member can spend more money within that same complex” for such perks as the adults-only swimming pool and higher-level accommodations, she says, but still have the chance to bond during meals and other activities.

Keep current. “Learn where the new all-inclusives are popping up,” says Michelle Weller with Travel Leaders in Houston. “You need to have the inside scoop on which all-inclusives are hot. If people are bored with the same old thing or think Jamaica has old properties, you need to be on the ball and tell them where the newly renovated or new resorts are located.”

Ask questions. “Come up with a plan to help your clients navigate their way through the all-inclusive maze without sounding like you’re interrogating them,” says Lee. It’s important to have conversations with clients while weaving in questions to ascertain their preferences. Ask clients such questions as what their cocktail preferences are and whether they prefer à la carte or buffet dining. “Be creative, fun and listen so you can place your client in the perfect all-inclusive for them.”