Viking River Cruises Christens Seven New Longships

It’s not every day that a cruise company expands its fleet by 11 percent in a single day — but that’s just what Viking River Cruises did on Monday, when seven godmothers christened seven new longships at a naming ceremony that spanned four cities in Europe. And even as the Viking team celebrated its success, it noted that the travel agency community has increased its business right along with the company.

At the gala ceremony in Basel, Switzerland, Viking Owner Torstein Hagen said that the travel advisor channel “has grown along with us and shared in our growth.”

Viking EVP of Sales Milton Hugh told Travel Market Report that, “My background is in business and finance, and I learned that the key in any business always lies in your customers, your product, and your distribution channel.”

About the ships
The focus of the day was on the seven ships, all meeting Hagen’s exacting vision of a fleet that is “understated, elegant and timeless,” combined with shore excursions befitting “the thinking man’s cruise.”

The ships’ designer, Richard Riveire, told TMR that his vision was to create “a refuge you come home to” each evening, “a place to relax as you explore the world.” Everything from the olivewood fruit bowls on the tables to the unique Viking fabric on the walls has been chosen with care — and each of the seven new ships cost more than $5 million more than those of competing companies.

The godmothers of the seven new Viking longships. Photo: Viking.

A hotel designer whose works include the interiors of the Conrad in Washington, D.C., and the Beverly Hills Hotel, Rivière said that while little has changed in this round of Viking ship design, and little will change in the next, he does have “a new rule” for ocean and river ships: “That guests will never be more than a deck away from a really good cup of coffee.”

He is also focusing on helping clients fight jet lag, the bane of North American river cruisers in Europe and Asia, with blackout curtains and turndown services and visual cues that tell your brain it’s time to sleep.

Viking news updates
Viking is coming off its best year ever on both the rivers and the seas. Having identical ships and the largest river cruise fleet helped the company get through the lowest water levels in 123 years in Europe. Looking forward, Hagen said, “We’ve had exceptional times and we have a lot of cash; we are prepared for any bumps in the road.”

While everything remains in the hands of Mother Nature, “This year the Alps are full of snow, and while low water levels are harder to deal with than high water because they last longer, no one is better equipped than us to deal with them,” he said.

While declining to comment on plans for entering the expedition cruise business, Hagen did say he has recently been to the Norwegian Polar Institute, where experts advised that expedition ships tend to be uncomfortable and the waters rough, “so within reason, size matters. A reasonably-sized ship with good equipment would allow you to explore the region in comfort, and we have thought a lot about it.”

He also said, while there is no update regarding Viking cruises on the Mississippi, “we believe there is a market.” And Egypt, where Viking is the only foreign company allowed to sail the Nile, is doing exceptionally well. A Viking partner on the Egypt cruises, meanwhile, told Travel Market Report that talks are underway to develop a Nile River itinerary including Egypt, Israel and Jordan in a historic partnership for 2022.

“Our guests are curious people, thinking people, and they would rather use their passports and not let terrorists get to us,” Hagen said.

In the kitchen, meanwhile, corporate executive chef Thomas Kuhholzer and executive chef Dimitar Yordanev told Travel Market Report that Viking’s growth in ocean cruising is having a positive effect on food service on both the seas and the rivers. A collaboration among the chefs, combined with feedback from guests and advisors, has brought a renewed focus on serving “grandmother-style, locally sourced foods, something special that is tasty, original, high-quality and carefully chosen, like something people might cook at home” in each destination.

New on the breakfast menu on both ocean and river cruises, for example, are salmon eggs benedict, “so guests who sail both see that not only are our boats aligned, but also they can get the same foods and experiences” on any Viking voyage.

Final tip for travel agents
A final tip for travel agents selling river cruises came from Milton Hugh. Like many agents, he said, Viking’s top producers are passionate about travel. But getting to the next level also requires that they be great marketers.

These days, many do that through social media — but many do not. Home-based or brick-and-mortar, online or in-person, he said, “Find your niche and your customers, focus on your education, and then market yourself and how much you know.”