Cruise lines continue to court the family market, whether it’s the nuclear family with two parents and two kids or four generations coming together for a reunion or a milestone celebration.

The contemporary lines, which are traditionally considered family-friendly options, are always adding new features and services for the market. And premium lines are increasingly aiming new amenities at families as well — and even some luxury lines too — but it’s up to the cruise counselor to qualify the client and recommend the appropriate ship.

“Families gravitate toward the contemporary lines — Norwegian, Carnival, Royal Caribbean — and of course families love the Disney experience,” says Peggy Rosenthal, owner of a CruiseOne franchise in Bella Vista, Ark. “But also premium lines such as Princess and Celebrity have done a great job building youth programs.”

Though some consider Holland America Line a product for older travelers, the company’s new vice president of sales says it’s absolutely for families. The company carries more than 25,000 children and their families every year and even offers a Family Reunion Program that gives perks, such as an upgrade to a veranda stateroom for the head of the family, soda and beverage cards per stateroom and a complimentary Pinnacle Grill lunch for all.

“We’re definitely family friendly. We have Club HAL for younger kids and a separate area for teens,” says Eva Jenner, vice president-North America field, charter and incentive sales at Holland America Line and Seabourn. “Multigenerational groups all find something fantastic to do on our ships. There is a misconception that we’re for the older set. Our average age is in the mid-50s, so we get a lot of families on our Alaska cruises when kids are on summer vacation — and in the Caribbean too.”

The key is to match the ship with all the family members. Sometimes a smaller, more upscale ship will please the adults and still offer plenty to entertain youngsters. Even a luxury experience on a Seabourn cruise might be a match for some families.

“Yes, we do get kids on board. Someone I know took a 6- or 7-year-old on board a Seabourn cruise — talk about the staff going above and beyond!” Jenner says. “They made a little Seabourn robe for her and embroidered her name on it. She felt like a Princess.”

Another luxury line, Crystal Cruises, has dedicated children’s facilities and babysitting services on all cruises. During holiday, summer and select sailings, comprehensive children’s activities are offered supervised by experienced junior activities directors. Kids can do things like tour the galley and decorate pastries, take a backstage tour, try on costumes or visit the bridge.

Qualifying and getting the ages of all the family members helps. Of course, if kids — and their parents — want the rock-climbing wall and a theme park experience, obviously, agents should look at lines that offer those amenities. Some ships offer spa services like manicures and pedicures just for teens. Carnival even offers shore excursions for teens age 15-17. “We’ve even set up teen-only shore excursions so they can enjoy the sights at our beautiful ports with people they aren’t embarrassed to be seen with,” the line says on its website.

But many times a cruise doesn’t even come up when a family considers a vacation. “Some still think of cruising as a more senior activity, so when I’m selling family vacations I ask, ‘What type of experience are you looking for? How much time do you want to spend together as a family? Or is it important to have separate activities for the adults and children?’ Obviously, budget comes into play,” Rosenthal says.

That’s why many of her family clients opt for cruises departing from homeports in the central part of the U.S. — Galveston, Houston and New Orleans — which are about nine to 11 hours away by car from northwest Arkansas. “Many families stop on the way, but that’s still less expensive than buying four or five or six airlines tickets,” she explains.

One of her clients was set on a family trip to a Disney resort. “As we talked about timing and other things that go along with vacation planning, I asked if they had considered a Disney cruise. She said, ‘We’re not cruisers,’ but as we went through the process, we looked at land and cruise options,” Rosenthal says. “At the time, Disney had a really good promotion going where kids sail free. So they ended up taking it and absolutely loved the experience. She said it was everything they could have wanted and also gave her and her husband adult time. You are not always able to do that at a resort as easily as you can on a Disney cruise. Now they’re definitely open to cruising again.”

To attract more family business, Rosenthal participates in spring and fall festivals at her local elementary school. “In my booth I have geography-based games that the children can play to win a cruise prize like a key chain, a Carnival baseball or a Norwegian backpack,” she says. “I also participate in the Weiner Takes All dachshund races, where I have the only booth that’s not pet-involved. They’re very cost-effective for agents because they don’t have really high sponsorship fees. It really pays off, not only in direct sales but exposure that the business is here.”

Marketing to families should be on any cruise agent’s radar. And many times, the key message is simple and direct, according to Rosenthal: “Cruise lines are saying ‘Mom and Dad, guess what? You’re on vacation too, so let us deal with your family while you have some alone time.’”