Page 12 - 2020 European River Cruise Market Report
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Viking
No.1 Operator
Foreground: Torstein Hagen, chairman.
Background: The bow of a Viking Longship.
Starting with $8 million and pared statement following the joint The Viking We focus on the desti-
two mobile phones in Rus- christening of seven riverboats. Beyla nation, and we provide
sia in 1997, Viking Cruises “We focus on the destination, and travel experiences that
and Torstein Hagen now control we provide travel experiences that allow our guests to
the river cruise market in Europe, allow our guests to learn, to enrich learn.
and dominate the small-ship ocean their lives and to explore the world
space. in comfort. It is ‘The Viking Differ- nearly all its passengers from the
ence’ that has made us the leading North American market. Viking
Hagen, chairman, started Viking river cruise line in the world – and has stuffed mailboxes across the
River Cruises in 1997 and likes to has helped river cruising become country in its target demograph-
recall the fact it got off the ground one of the fastest-growing seg- ic with brochures, plus its name
with him, a business partner, two ments of travel.” has become synonymous with the
mobile phones and four Russian sponsorship of the television pro-
river ships, plus the investment of U.S. Push gram Downton Abbey.
$8 million to buy the boats.
The company pushed into the By its own accounts, Viking
That was then. Today Hagen U.S. market, setting up a sales and estimates it sources about half of
is emperor of the river business, marketing office in 2000. all North American river guests.
with over 70 boats in operation and
another seven set to be delivered It has been lights-out growth The exceptions being other
in 2020. since, with christening ceremonies English-speaking countries and a
nearly annually of multiple ships, handful of boats just for the Chi-
“We began hosting guests on sometimes in the double digits.
the rivers of Russia 22 years ago,
and we have always done things A smart marketing strategy
differently,” Hagen said, in a pre- helped, as Viking now sources
40 Cruise Industry News: 2020 European River Cruise Market Report
