Viking’s local trade focus

VIKING Cruises is focussing its local efforts on the Australian trade, a strategy which has been ramped up since Michelle Black stepped into the role of md Australia & New Zealand last Dec.

“All of our attention is going towards travel agents and working with travel agents that we identify have a strong client base that are in our demographic,” Black told CW.

“It’s educating agents who are strong in river that Viking Ocean is perfect the client that actually enjoys a river cruise.”

Black said Viking’s ocean offering was modelled on “what people like about river cruising” and the brand would appeal to “a more discerning cruiser”.

“Viking ocean offers an alternative for those who maybe don’t like some of those elements of the bigger ships,” she added.

Backed by head office’s recognition of Australia as “a very important source market”, Black plans to increase awareness of Viking Ocean Cruises ahead of the brand’s arrival to Australian waters in Feb.

“As far as awareness of Viking Ocean Cruises, we’re still at the beginning of that and where we’d like to be,” she said.

Viking will work to boost recognition of the offering by continuing its “Viking Vor” agent training nights and has recently signed preferred agreements with Express Travel Group and Magellan Travel Group.

The former Scenic exec also highlighted Viking Cruises’ practice of paying agents commission on the full selling price as a point of difference.

“We don’t carve out taxes, gratuities, anything that’s considered non-commissionable,” she explained.

“We’re the only cruise line that offers that in Australia,” she said.