Viking issues call to action
Viking River Cruises has insisted Australia’s river cruise market remains largely untapped and has urged agents to capitalise on the segment’s rapid growth.
Teresia Fors, managing director Australia, told Travel Today that the cruise line’s growth last year was “in line” with growth of the river cruise market, revealed as 12% by the latest Cruise Lines International Association statistics.
But she added that many agents are losing enthusiasm for the product because they believe everyone has done it. However, the popularity of its Amsterdam-Budapest itinerary, which targets those new to river cruising, shows that is not the case, she said.
“And as long as we still have the same number of coach travellers then there’s a lot of growth there for us because the coach market is offering a product that is enhanced with a river cruise.".
Fors referred to the high repeat rates experienced by Viking with 25% of customers returning for a second cruise.
“The investment in attracting that client is going to deliver repeated returns, that is almost guaranteed,” she said. “River cruising has got to be a consideration for any agents selling holidays in Europe. It's the most competitive segment in travel.”
The firm celebrated a world record this year, with the christening of 10 longships at one time and will welcome a further 12 new longships this year.
“The demand is there, but the narrow sector for us is providing inventory fast enough for the demand,” Fors said, highlighting the high quality of the ships.
Viking will also introduce ocean cruising in 2015, with itineraries aboard one vessel already on sale in overseas markets. The range, which Fors confirmed will soon include more ships, will be launched to the Australia market later this year.
Viking's new 2014 River Cruise Atlas sees the return of its $995 air deal to any of its European destinations in conjunction with a cruise, but also features $6995 business fares for the first time.
Both deals remain fully flexible, and although the cost of subsidising the fares is substantial, the impact on growing business from the local market has been considerable, Fors revealed.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
cruise river cruise teresia fors vikingLatest News
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