This story is the third in a series designed to help advisors find the right match for their clients in different travel industry segments.
Designing family and multigenerational group vacations is most decidedly not for the faint of heart — most notably because travel advisors must accommodate the needs of a wide range of travelers, from toddlers and teens to parents and grandparents.
But finding the right fit need not daunt agents looking to expand their demographics. We asked top advisors for their best advice on matching clients to family and multigenerational vacations. Here’s what they had to say.
Qualifying Clients
The process of qualifying for family and multigenerational trips typically begins with gaining a general understanding of the group participants.
We start by getting to know our clients on a personal level,” said Ryan Doncsecz, groups manager for VIP Vacations. “It is important to get an understanding of not just where they want to go, but also why they want to travel.”
From there, he obtains information about each family member’s interests, mobility needs and travel preferences to ensure everyone feels included.
“It is also key to consider factors including room configurations, resort amenities, dining options — especially for those with certain dietary restrictions — and activity variety,” Doncsecz added.
When inspecting ships, advisors ascertain whether there are activities and public areas offering something for everyone in the group. Pictured, Florida’s Port Canaveral. (Source: Canaveral Port Authority)
For her part, Sarah Kline, owner of Time for Travel, makes sure she has a thorough understanding of the group’s dynamics and travel goals prior to digging into the specifics.
“I typically start with a detailed discovery call or Zoom meeting,” she said, noting that this helps determine who is going, their ages, activity levels and overall vibe.
Similarly, Jennifer Filling, owner of About the Memories Travel, asks questions that ascertain the group’s interests, activity levels and types of experiences that make them happiest together, “whether that’s adventure, relaxation or shared moments like a sunset dinner or theme park fireworks display,” she said.
Filling also queries clients on issues that address their particular accommodation requirements. For example: Do they prefer connecting rooms or a villa-style setup? Do they value conveniences such as butler service or multiple dining options that can please everyone from grandparents to toddlers?
“These details help me narrow down destinations and resorts that truly fit the family dynamic,” she said.
All things considered, learning to be a good listener is one of the most important factors in qualifying clients.
“I believe that listening with an open mind, listening to hear the deeper need, and listening to hear the heart of the client is the key to matching a client with the perfect destination, said Lori Stephens, founder and CEO of Sojourney Travel, noting that this digs deeper into what brings a particular group together.
Stephens moves on to questions relating to budget, accessibility issues, dietary needs and “even if Wi-Fi is available for those teens who just can’t seem to unplug,” she said.
“A family might want an all-inclusive beach resort, but if Grandpa loves history, I would suggest a destination with nearby cultural sites to keep everyone happy,” she added.
Selecting Supplier Partners
Another important strategy in making the right match is having supplier partners who are in sync with the needs of the advisor’s family and multigenerational groups. Stephens of Sojourney Travel is discerning about which companies she works with, namely “because families trust us to give them experiences that are safe, memorable and seamless from start to finish,” she said. “We look for companies that prioritize our clients’ needs over profit, but that also must provide flexibility and variety,” she added.
Another key factor is supplier reliability.
“We check their track record through peer and industry reviews, client feedback and my own network of owners and advisors,” Stephens said. “We also value partners who share our commitment to meaningful and sustainable travel, and those who offer educational opportunities, local cultural immersion, community engagement and/or give-back programs.”
Likewise, Filling of About the Memories Travel prioritizes working with companies that share her values, which include exceptional service, reliability and consistency.
“I look for partners who communicate well, handle special requests smoothly and truly care about the guest experience,” she said.
Filling also pays close attention to what a given supplier offers in terms of quality of accommodations, activities and the level of support they provide to both advisors and clients. She loves partnering with brands that invest in training and advisor relationships.
“Those are the ones who treat us as true partners, not just a booking source,” she said.
Filling typically avoids suppliers who focus primarily on advisor and agency volume, though.
“I value relationships built on collaboration and mutual respect, not statistics,” she said. “Just as I would never measure my client relationships by numbers, I prefer to work with partners who see value in connection, communication and shared goals rather than quantity alone.”
At VIP Vacations, suppliers are selected based on their consistency, reliability and the overall guest experience, Doncsecz says. “Reputation and proven service standards are extremely valued,” he said.
VIP Vacations’ Ryan Doncsecz looks to brands that have price parity, such as Sandals and Beaches Resorts. Pictured, Sandals’ Rondoval Suites at Sandals Regency La Toc in Saint Lucia. (Source: Sandals Resorts)
Another thing to consider when choosing suppliers is transparent pricing policies.
“Certain brands like Sandals and Beaches Resorts have price parity, making it very easy to want to offer that product knowing an online travel agency most likely wouldn’t be able to undercut the quote,” Doncsecz said.
Experiencing the Products
Advisors unanimously agree that seeing the product is particularly important when selling family and multigenerational travel, as groups often have members with varied requirements.
Different advisors, of course, employ different strategies when it comes to inspecting resorts and cruise ships.
“On fam trips, I operate like a detective,” Stephens said. “I love scoping out every detail through the lens of my clients,” she said, adding that she also pays close attention to the overall vibes of the ship or resort, and whether they feel welcoming to guests of all ages.
From there, Stephens gets even more granular, looking for things like whether a resort or ship is equipped with shallow pools for kids, adults-only pools, accessible walkways, elevators to accommodate strollers, wheelchairs and facilities that would appeal to older travelers. Programming is another biggie,” she said. “I love seeing resorts with hands-on activities like art workshops, jewelry-making or nature hikes that families can do together.”
On ships, Stephens also evaluates the range of available excursions.
“Can they cater to teens who want adventure and grandparents who prefer a leisurely tour?” she said.
On the cuisine front, she samples a wide range of offerings to ensure, among other things, whether there’s enough variety available for picky eaters and those with dietary needs.
With the all-inclusive model growing and expanding, Doncsecz seeks out compelling, one-of-a-kind activities and memorable experiences.
“For instance, I love that Hard Rock all-inclusive resorts often have escape rooms, which are perfect for a rainy day, or just a collaborative experience that families can work through together,” he said.
On the same note, Doncsecz also seeks out the ever-growing unique activities available on megaships — such as rollercoasters, go-kart rides and zipline rides — to suggest to his clients.
In the end, travel experience may very well be the most pivotal tool in an advisor’s selling arsenal.
“As a mom of three, I think my personal experiences traveling with three kids all over the world have qualified me as a family travel expert,” said Kline of Time for Travel. “All my kids had passports before they were 6 months old. Travel is the best education — and I’ve created three young adults who are world travelers.”
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