Travel Advisors Wave Goodbye to Viking’s Tor Hagen

It’s always nice to go out after a winning season—and that’s just what Torstein (Tor) Hagen did yesterday, when he turned over the reins of Viking Holdings to new CEO Leah Talactac. 

Hagen, a McKinsey & Co. consultant and later partner who helped bring Holland America Line back from near-bankruptcy, founded Viking Cruises with four ships in 1997. He will remain in the position of executive chairman, where he will focus on long-term strategy.  

Talactac helped lead the company go public as its CFO in 2024, and was named president in January 2025.  

The announcement came along with the company’s quarterly results, which showed EBITDA of $104.8 million for the first three months of 2026 —a whopping increase of 43.9% over Q1 2025. Total revenue soared 17.5%, gross margins were up 21.2%, and net yield rose 9.5%.  

As of May 3, 2026, Viking already had sold 92% of its capacity for 2026, and 38% of its of 2027—despite adding a new ocean ship that increased its cabin capacity by 7%. 

Travel Advisors React 

Many in the industry often have recognized Hagen’s unique and successful vision that made Viking the industry leader—including global marketing that brought river cruising to the US consumer, holding down costs by standardizing deck plans across the fleet, and financing growth by requiring full payment for cruises a year or more in advance. But many travel advisors never really warmed to him on a personal or professional level, and some said Viking was not friendly to the travel advisor community. 

Indeed, in this week’s quarterly call, Talactac said “our booked positions for 2026 and 2027 demonstrate the resilience of our loyal customer base” and “underscore the effectiveness of our strategic initiatives including an extended booking window, targeted direct marketing, a broader itinerary offering and a compelling value proposition”—with no mention of the travel advisor channel.  

Some travel advisors reacted to the news differently. .  

Diane Mason at The Cruise & Travel Planner told TMR she is “hoping for some changes to some of the policies,”—especially the requirement for full payment up to 18 months in advance of sailing. And “also hoping they’ll join CLIA now!” 

And Julie Parthree at Amazing Days Travel agreed that for many clients, it’s “very hard nowadays to plan that far in advance with that much money, even for folks who do have discretionary funds.” 

Still, many praised Hagen for his many enduring contributions to the cruise industry, and cited friendly—and profitable—relationships with the travel advisor channel.  

“I think the river cruise industry probably would barely exist if it weren’t for him,” said Jo Ann Rapacciuolo at All the Wonder Travel.  

Agreed Cruise Planners agency owner Nick Pena, “Hagen didn’t follow luxury travel trends, he quietly redefined them. Viking’s next chapter will be fascinating to watch because he leaves behind one of the most clearly defined brands in modern cruising. Advisors know with precision who the Viking customer is, and that’s a good thing.” 

Thoughts from Viking’s #1 Seller, Michael Consoli  

Viking’s #1 top selling travel advisor for the past 10 years, Michael Consoli of Cruise Planners agency Michael Consoli & Associates, agreed that “Tor Hagen’s vision helped redefine modern cruising.”  (Declining to cite the exact value of Viking cruises he sold last year, Consoli said only that it’s “A LOT.”) 

Under Hagen’s leadership, Consoli said, “Viking focused on a distinct market segment and delivered thoughtfully designed ships, exceptional service, and immersive destination-focused experiences that created an entirely new category within the industry. Viking mastered the balance of meaningful inclusions, outstanding value, and enriching travel experiences for its guests. His leadership shaped Viking into a brand travelers genuinely trust and travel advisors are proud to represent. As someone who has proudly helped more guests sail with Viking than any other travel advisor, I can confidently say his vision changed the cruise industry in the best ways possible.”  

And he pooh-poohed the idea that they are hard to work with.  

“They are very supportive of the Agency Channel, providing the highest commission rates in the industry and making every component commissionable,” he said. “But more than that—the reason I sell Viking is that they provide an amazing product that is easy to sell and easy to stand behind, because they always seem to do right by their guests.” 

Having met Leah Talactac at the company’s IPO in New York, he added, “I am excited to know she will be at the helm and am confident that she will continue to steer the company to support the travel agency channel and provide amazing experiences for our guests.” 

In the end, says Jeff Stoner of My Mickey Vacation Travel and Dreams Fulfilled Travel, “this change in leadership is an opportunity—but only if Viking uses it to recalibrate its model. With Celebrity entering the river cruise space and established lines modernizing their onboard experience, the era of packing ships to the rails and demanding final payment 18 months out needs to end. The industry is evolving. The question is whether Viking evolves with it.”