“Twenty years ago, I lost everything in life,” Torstein Hagen, Viking’s chairman, said in a press conference on board the recently christened Longship, Hild. “With a guy and two phones, we started Viking, and since then, we have come quite far.”
In 1997, Viking debuted its first river cruises in Russia in what was then just a small travel niche. Now river cruising is one of the fastest growing segments in the travel industry, and Viking holds 49 percent of this market share. This year, Viking celebrates 20 years on the world’s rivers—and now oceans. In Europe alone, its fleet has expanded to 41 signature Longships and five custom-built “baby” Longships designed to navigate the shallower waters of the Douro and Elbe rivers.
The Viking brand has been straightforward since it launched, and I believe that consistency contributes to its success. Viking doesn’t try to be all things to all clients, and proudly says so. I see the Viking brand becoming much more than a travel brand. After sailing on Viking Sky (Viking’s third ocean ship), I know I want the ‘Viking shower.’ Perhaps the ‘Viking bed’ is next?
– Nancy Fowler, General Manager, Willamette International Travel
“We have designed a much smarter ship,” Hagen said when comparing the 190-person Longships to its competitors, many of which can’t carry more than 160 passengers. The difference? A square bow makes all three decks usable, with space for seven additional cabins. And while other ships have specialty restaurants, Hagen decided this space should be used to house the best cabins: two 445-sq.-ft. Explorer Suites, featuring wraparound terraces and 270-degree views of the water.
By the end of the year, Viking will expand its ocean product as well, upping the current fleet to four ships with the addition of Viking Sky and Viking Sun. Modeled after a similar philosophy as the river ships, Hagen calls Viking Ocean Cruises the “no cruise line.” You won’t find children under 18, a casino, formal nights, butlers and umbrella drinks. Instead, the 930-passenger, all-verandah ships maintain that similar Scandinavian chic design aesthetic, with immersive itineraries designed to offer more time in port and fewer days at sea.
“We like to be quiet,” Hagen explained. “Some people use the term understated elegance [to describe Viking Ocean Cruises], and I prefer that to boudoir cruising.”
Where Viking is Headed
“The big thing for us is going to be a continuation of the theme of the ‘Viking way,’ getting more immersive in the destination. You’ll see that in the shore excursions,” says Richard Marnell, Viking’s senior v.p. of marketing. “Those distinctive experiences take you beyond the iconic, and it’s a great way to really get in and experience something firsthand.”
What’s Ahead
In January, Viking took over one of its chartered ships on the Douro River in Portugal, and next year, the company will return to the Ukraine. In March 2018, Viking will debut its first ship on the Nile, becoming the first foreign company to operate trips on the river since the Egyptian revolution. When Viking Sun debuts in November, the ocean ship will spend the season sailing Viking’s first World Cruise. A fifth ship, Viking Spirit, will join the fleet in 2018 cruising itineraries in Australia, Asia and Alaska, and a sixth ship is slated to follow in 2019.
CONTACT INFORMATION
Viking River Cruises
Tel: (877) 668-4546 (reservations);
(888) 505-7984 (groups)
