Viking expands in NZ

VIKING Cruises has appointed an Auckland-based regional sales manager for New Zealand, as part of ongoing expansion plans for the fast-growing ocean and river cruise operator.

Steve Parker, who has previously worked with Island Escape Cruises, has been tasked with growing NZ sales, with interest expected to be particularly strong when Viking Orion homeports from Sydney and Auckland for three months later this year.

The appointment was confirmed by Viking md Australia, Michelle Black, who told TD the company had experienced its biggest year locally on record in 2017.

On top of that “2018 is already tracking extremely well...I’m quietly confident that we’ll hit our ambitious growth targets,” Black said.

There are just a few cabins left on Orion’s Australian itineraries this year after heavy interest from the US market, with the ship returning in 2019/20 for a repeat performance and Viking’s ambitious fleet expansion program meaning it’s likely further capacity will be deployed down under in the coming years.

Viking is working hard to build awareness of its ocean cruising product in the local market, investing heavily in TV ads and newspaper inserts.

“We’re aiming to drive more traffic into the stores of our retail travel agency partners,” Black said, noting that consumer brand awareness was key, with 80% of customers having already done their research when they walk into the door of an agent.

Black highlighted Viking’s “unique positioning” in the market, focusing heavily on the 50+ demographic which includes a policy of no kids under 18.

While the company dominates river cruising in the US, in Australia “the potential is ocean cruising and we’re clearly seeing that in our sales growth,” she said.

Black confirmed a number of Australians had placed deposits on Viking’s Ultimate World Cruise - an epic 245-day voyage departing London 19 Aug 2019.

More from Viking in today’s issue of Cruise Weekly.