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Viking Cruises TV commercial - Downton Abbey: Now Playing

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• Advertisers of Viking Cruises TV Commercial, 'Downton Abbey: Now Playing'
• About Viking Cruises TV Commercial, 'Downton Abbey: Now Playing'
• Videos Viking Cruises TV Commercial, 'Downton Abbey: Now Playing'
• Agencies of Viking Cruises TV Commercial, 'Downton Abbey: Now Playing'
• Good advertised in the Viking Cruises TV Commercial, 'Downton Abbey: Now Playing'

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Advertisers, advertisers of the viking cruises tv spot, 'downton abbey: now playing'.

Viking Cruises

IntroductionViking Cruises is a global corporation that was founded in 1997 with headquarters in the United States. It is a cruise line that specializes in river and ocean cruises, with destinations s...

What the Viking Cruises TV commercial - Downton Abbey: Now Playing is about.

Viking Cruises' TV spot 'Downton Abbey: Now Playing' is a beautiful and captivating advertisement that brings together two icons of sophistication, luxury, and elegance. The ad features a montage of clips from the hit British period drama series Downton Abbey, intercut with stunning footage of Viking Cruises' ships, guests, and amenities.

The ad starts with a shot of the majestic Viking Cruises vessel gliding through the calm waters, setting the tone for the luxurious experience that awaits. The next shots show the elegant staterooms, lounges, and dining areas, all decorated in the classic style of the British aristocracy.

The ad then transitions to the scenes from Downton Abbey, reminding viewers of the show's glamour, elegance, and refinement. We see the grand halls, the ornate furnishings, the elaborate dinners, and the impeccably dressed characters as if they were passengers on the Viking Cruises ship.

The ad concludes with a clear invitation to join Viking Cruises on a journey like no other, promising a similar level of luxury and comfort as experienced by the characters of Downton Abbey. The TV spot is a perfect example of how Viking Cruises knows how to appeal to the sophisticated traveler, leveraging the popular culture and tapping into the aspirational desires of its target audience.

Overall, Viking Cruises' TV spot 'Downton Abbey: Now Playing' is a beautifully crafted advertisement that not only showcases the brand's offerings but also connects with its core customers emotionally.

Viking Cruises TV commercial - Downton Abbey: Now Playing produced for Viking Cruises was first shown on television on May 19, 2022.

Watch Viking Cruises TV Commercial, 'Downton Abbey: Now Playing'

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Agenices of the Viking Cruises TV Spot, 'Downton Abbey: Now Playing'

Havas Edge is a marketing and advertising agency that specializes in performance-driven marketing campaigns. The company is headquartered in Carlsbad, California, and has additional offices in other p...

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Viking Cruises Adverts – Filming Locations Complete List, 2021 and 2020

If you’ve seen a Viking cruise advert on TV you may be wondering where the advert was filmed. Viking film their TV adverts across the world and in this post I break down each advert into their filming locations.

Each adverts filming location is split by the time it is displayed on the advert.

Which Castles Are in The Viking Cruises TV Advert?

The 2020 Viking Cruises advert shows Aggstein Castle in Austria, Highclere Castle in Hampshire, Katz Castle in Germany, and Rheinstein Castle also in Germany. The 2021 Viking Cruises advert shows Pfalzgrafenstein Castle in Germany.

Viking Cruises 2021 Advert Filming Locations

In 2021 Viking released a new TV advert entitled ‘Welcome Back to The World’. This advert was the first since the cruising shutdown of 2020.

The advert was filmed in locations across the world, from Norway to Japan, Australia, Turkey, Hungary and Germany.

The full advert can be seen below:

Lofoten, Norway – 2021 Filming Location 1

Lofoten is an island group located in Nordland, Norway. It is famous for it’s dramatic mountains, beaches and bays. The current population of Lofoten is 24,500 and there is evidence of humans living in Lofoten going back for 11,000 years.

Lofoten is 112 miles north of the Arctic circle and in summer the sun does not set.

Lake Kawaguchi – 2021 Filming Location 2

Lake Kawaguchi borders the towns of Fujikawaguchiko and Minobu in Japan and the second largest of the Fuji Five Lakes.

It is one of the best places to see Mount Fuji.

The lake is a popular destination for many with hotels and campsites located there. The lake itself reaches a little over 15 metres in depth and has 19km of shore line.

Sydney, Australia – 2021 Filming Location 3

Sydney is the capital of New South Wales, Australia. There are two cruise terminals located within Sydney and 8 more along the coastline of New South Wales.

It is a very popular cruise destination with many cruise lines sailing regularly from Sydney. Royal Caribbean, Norwegian Cruise Line , Celebrity, and Princess all sail regularly from the port as do multiple Australian cruise lines.

The scene shown in the 2021 Viking Cruises TV Advert is that of the Sydney Opera house which is passed by cruise ships docking in the port.

Library of Celsus, Turkey – 2021 Filming Location 4

The Library of Celsus was built in 100AD and is one of the only remaining examples of a library from the Roman empire.

At the time the building was the third largest library in the world.

The interior of the building was destroyed by a fire and the front wall shown below is all that remains. It is a very popular destination to visit on cruises that visit the port of Kusadasi. I took an excursion to visit the library in 2019 with Celestyal .

To learn more about that cruise, and how we managed to visit two cruise ports per day, check out this post: What Celestyal Cruises REALLY Like? – Daily Photo Diary and Review

Suleymaniye Mosque, Turkey – 2021 Filming Location 5

The Suleymaniye Mosque, is located in Istanbul, Turkey. It’s estimated that the foundation dates to around 1550.

For almost 500 years the mosque was the biggest mosque in the city before being overtaken by the Çamlıca mosque in 2019. The mosque is one of the most recognisable sights in Istanbul and is very popular with tourists visiting the country.

Budapest, Hungary – 2021 Filming Location 6

Budapest is the capital city of Hungary and is one of the most visited countries in Europe. On an average year 12 million tourists visit the city.

33% of all Hungarian residents live in Budapest. I have visited Budapest on a number of occasions and it is one of my favourite cities in Europe. There is LOTS to see and do, the city always feels very safe and clean and it is cheap too (coming from the UK).

Budapest is particularly popular on river cruise itineraries as the river Danube runs through the city. On the sides of the river Danube are Buda and Pest. The name Budapest was given in the 1870s to signify the unification of the two sides.

To learn more about the river cruise I took that started in Budapest, check out this post: Saga River Cruise – Review and Guide (Food, Entertainment, Ships, and More) .

Pfalzgrafenstein Castle, Germany – 2021 Filming Location 7

Pfalzgrafenstein Castle is a toll castle located on Falkenau island. Nicknamed the ‘Pfalz’ the castle has been turned into a museum.

The castle was originally built in the 1300s and had additions made to it in the 1600s and 1700s. It collected tolls until 1867.

Viking Cruises Ocean Cruising 2020 Advert

In 2020, Viking released an advert called Reinventing Ocean Cruising. The advert focused on the cruise lines quality as well as the extended time spent in ports.

Venice, Italy – 2020 Ocean Filming Location 1

Venice is located in the north of Italy and is made up of 118 small islands.

Until 2020 cruise lines were able to freely dock in the centre of Venice but following a call to ban cruise ships this is no longer the case.

Cruise ships will still be docking in Venice in future but will not be docking directly in the heart of the city due to concerns about the ships damaging the landscape of Venice.

Venice is a very popular tourist destination and is often voted as one of the most beautiful destinations in the world. Popular tourist destinations to visit include the Rialto Bridge, Saint Marks Basilica, St Mark’s Square and the bridge of Sighs.

Santorini, Greece – 2020 Ocean Filming Location 2

Santorini is an island in the Aegean sea around 200km south of the Greek mainland. The port is a very popular tender port where passengers have to use tender boats to get to land.

To learn more about what it is like to tender on a cruise, including how to skip the lines, check out this post: Cruise Ship Tendering – 5 Tips You NEED to Know .

Santorini is visited by 2 million tourists annually and the white buildings with blue roofs have become instantly recognisable worldwide.

Geirangerfjord, Norway – 2020 Ocean Filming Location 4

The Geiranger Fjord is a fjord in the Møre og Romsdal county of Norway. It is a 15km part of the Sunnylvsfjorden.

Geiranger Fjord is a very popular port on many Norwegian Fjord itineraries. It is recognised as a UNESCO world heritage site and is one of the most scenic ports in the world.

If you are considering a cruise to Norway, check out my top tips, Norway is one of my favourite cruise destinations but you need to be prepared: Norwegian Fjords Cruise: 32 Tips You NEED to Know .

Viking Cruises River Cruising 2020 Advert

In 2020 Viking cruises released a river cruise advert showing the most popular river cruise destinations across Europe.

Aggstein Castle, Austria – 2021 River Filming Location 1

Aggstein castle is located in Austria on the river Danube. The castle ruins are open to tourists and visiting the castle provides views over the Wachau Valley.

The ruins date back to medieval times and are approximately 480 feet above sea level.

Budapest, Hungary – 2020 River Filming Location 2

Schloss schönbühel, austria – 2020 river filming location 3.

The Schloss Schönbühel castle is located in a town in Austria called Schönbühel-Aggsbach. The castle is located on the river Danube.

The castle was built as a defence fortress in the 12th century and is approximately 40 feet above sea level.

Highclere Castle, Hampshire – 2020 River Filming Location 4

Highclere Castle is a grade one listed country estate located in a 5000-acre estate in Hampshire, England. The castle was built in 1679 and renovated in the 1840s.

Highclere Castle is now famous as being the location where the TV show Downton Abbey was filmed.

Prior to Downton Abbey the castle needed million of pounds spent on repairs, an increase in tourism following the show allowed the family that own the castle to return it to its former glory. The castle is now open to the public.

Katz Castle, Germany – 2020 River Filming Location 5

Katz castle is located in Germany and was first built in 1371. The castle is currently privately owned and tourists are not able to visit.

The castle mostly consists of one large tower and one great hall.

Rheinstein Castle, Germany – 2020 River Filming Location 6

Rheinstein Castle is located in Germany near the town of Trechtingshausen. The castle was first built in 1316 and was rebuilt during the 19th century.

The castle has amazing views of the Rhine river and is open to the public. In the 1980s the castle was handed down to the Rhine family, who donated the castle to the German government to be used as a museum.

I have cruised with Viking and LOVED the experience.

To learn more about what surprised me about the cruise line, check out this post:

Viking Cruises, Review and Daily Diary

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Cruise operator Viking targets $11 billion valuation as IPO market stays hot

Viking Holdings, the European cruise line operator, is seeking to raise more than $1 billion in a public offering next week that could become the second-biggest IPO of 2024.

Viking is scheduled to price on April 30 and trade the next day, a person familiar with the deal told Fortune . The Pembroke, Bermuda–based company plans to sell 44 million shares at $21 to $25 each, according to a regulatory filing dated April 22. Viking will be offering 11 million shares with the remainder coming from shareholders, according to a statement . BofA Securities and JPMorgan are lead underwriters on the deal, which could end up valuing Viking—slated to trade under VIK on the New York Stock Exchange—at almost $11 billion.

Torstein Hagen, Viking’s chairman and CEO, founded the company in 1997. It has a fleet of 92 vessels that travel to all seven continents, including special expeditions to Antarctica and to the Arctic North.

“Looking toward the future, we believe there are a number of opportunities for growing Viking,” Hagen wrote in a letter accompanying the filing. “We have 24 new ships on order, with options for 12 more. We have also started to enter new markets, such as China and elsewhere in Asia, where we see significant growth potential over the long term.”

Revenue for Viking rose 48% to $4.7 billion in 2023. The company was profitable in 2022 but posted $1.86 billion in losses last year, and it’s highly leveraged, reporting $5.4 billion in total debt as of Dec. 31.

“We have substantial indebtedness and we may not be able to generate sufficient cash to service all of our indebtedness or to obtain additional financing if necessary,” Viking said in the regulatory filing.

The company is also backed by private equity. Canada Pension Plan Investment Board and TPG likely will each have nearly 5% of the firm’s voting power after the IPO.

The IPO market is bouncing back. Last week, Ibotta rose 17% during its first day of trading after pricing at $88. Rubrik, a Microsoft-backed cloud data security provider, is scheduled to list shares on Thursday and could raise as much as $713 million . Also on Thursday, Marex Group, a U.K.-based financial services platform, is expected to trade, according to IPOScoop.com.

The year’s biggest IPO still belongs to Amer Sport, the maker of Wilson tennis racquets, which raised $1.37 billion in February, according to data from Dealogic. Viking, if it prices at the top of its range, could raise as much as $1.1 billion.

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VIKING ANNOUNCES NEW 2024-2025 WORLD CRUISE ITINERARIES

New Inventory Released as Viking Reports Strongest Sales in its 25-Year History

LOS ANGELES , Jan. 12, 2023 /PRNewswire/ -- Viking® ( www.viking.com ) today announced its 2024 -2025 World Cruise itineraries, including the new Viking World Voyage I , which sails around the world in 180 days, visiting 37 countries and 85 ports, with overnight stays in 13 iconic cities. Setting sail on December 19, 2024, from Fort Lauderdale, the itinerary will include ports of call across five continents and will completely circumnavigate the globe when it returns to the United States for its final port in New York on June 17, 2025. Today's announcement of the new World Cruises comes at a time of record sales for Viking, with the launch of Viking's new 25th Anniversary Sale on January 1 resulting in the highest number of bookings in one week in the company's history. On January 9 alone, Viking had its strongest single sales day ever.

"For 25 years, we have been committed to providing our guests with immersive and culturally enriching experiences while traveling the world in comfort," said Torstein Hagen, Chairman of Viking. "Our previous World Cruises sold out in a matter of weeks, and we continue to see strong demand from our guests for extended voyages. Our seamless World Cruises are the greatest of all adventures and allow guests to explore more of the world with us."

Guests sailing on Viking's award-winning 930-guest ship, the Viking Sky ® , will explore ports of call in Central America; transit the Panama Canal; journey up the West Coast of North America before crossing the Pacific Ocean and calling upon the Hawaiian islands and French Polynesia; traverse New Zealand and Australia; and sail through Asia, the Middle East, the Mediterranean and Northern Europe before crossing the Atlantic and concluding in New York. A shorter 163-day portion of the sailing, Viking World Voyage II , departs from Los Angeles on January 5, 2025 and visits 29 countries and 78 ports before ending in New York. Guests may also choose the 138-day Viking World Cruise itinerary from Ft. Lauderdale to London or the 121-day voyage, Viking World Journeys which departs from Los Angeles and visits 23 countries before ending in London.      

Viking's newest World Cruise itineraries visit dozens of the world's most iconic cities, alongside lesser-known destinations, in one continuous itinerary. Overnight stays in 13 ports, such as Sydney, Haifa, Singapore and Istanbul, and double overnights in Auckland, Bali, Ho Chi Minh, Yangon, Mumbai and Bergen, allow guests to delve deeper. While on board, Viking offers cultural enrichment through onboard lectures and entertainment – such as the Viking Resident Historian® program, which provides guests with a high-level historical and cultural education specific to their journey. Guests will immerse themselves in the world's rich cultures during included excursions that provide unmatched insight into daily life, as well as Privileged Access® visits to cultural institutions. Highlights of the new 2024-2025 Viking World Cruise itineraries include:

• Auckland, New Zealand: Cultural Capital of New Zealand – Set between the harbors of Waitematā and Manukau, guests will experience three days in New Zealand's cosmopolitan city of Auckland, known for its award-winning wines, tree-lined parks and love of boating.    
• Singapore, Singapore: A Melting Pot of Cultures  – Witness the remarkable cultural diversity of Singapore during an overnight stay. Take a tour of the city's eclectic neighborhoods, from Little India to Arab Street, visit the futuristic horticultural park showcasing more than one million plants, or enjoy a Night Safari at the world's first nocturnal wildlife park. 
• Mumbai, India: A City of Old and New  – While in port in the bustling metropolis of Mumbai for three days, guests have more time ashore to learn about the life and legacy of activist Mahatma Gandhi, enjoy the Hanging Gardens, one of the prized few parks found in the city, and explore the diversity of its neighborhoods, from the picturesque narrow streets of Old Mumbai to the colorful markets in the city's center.
• Istanbul, Turkey: Where East Meets West  – Guests will enjoy ample time to experience this historic city during an overnight stay. Straddled across two continents and the Bosporus Strait, Istanbul offers a wealth of religious sites to explore such as the spectacular Blue Mosque or the legendary Hagia Sophia, and boasts delicious fusion cuisine, combining fresh Mediterranean fare with spices from the Far East and Asia.
• London (Greenwich), England: The Royal Borough  – Guests will enjoy exploring the historic Royal Borough of Greenwich, London on the Thames River, allowing easy access to the regal capital's iconic sights, including the Tower of London, Houses of Parliament, Big Ben, Westminster Abbey, Buckingham Palace and St. Paul's Cathedral.
• New York City, New York: The City That Never Sleeps – The epic Viking World Voyage I and Viking World Voyage II journeys conclude in New York City, where guests can take in the exhilarating streets of Lower Manhattan's financial district to the intimate warrens of Greenwich Village. The city features something for all guests with culture, cuisine and architectural beauty.

Viking's ocean ships have a gross tonnage of 47,800 tons, with 465 staterooms that can host 930 guests. Viking's award-winning ocean fleet includes the Viking Star ® ,  Viking Sea ® ,  Viking Sky ® ,  Viking Orion ® ,  Viking Jupiter ® , Viking Venus ® , Viking Mars ® and  Viking Neptune ® . The Viking Saturn ® will join the fleet in 2023. Classified by Cruise Critic as "small ships," Viking's ocean fleet features modern Scandinavian design with elegant touches, intimate spaces and attention to detail. Highlights include:

• All Veranda Staterooms:  Guests can choose from five stateroom categories, starting from 270 sq. ft. Veranda Staterooms, all with private verandas, sweeping views of the destination and premium amenities that include king-size beds with luxury linens, generously proportioned closets, large interactive flat-screen LCD TVs with movies-on-demand, free Wi-Fi and award-winning bathrooms with large showers, premium Freyja® bath products and heated floors.
• Explorer Suites:  The ships feature 14 Explorer Suites, which are two-room suites ranging from 757 to 1,163 sq. ft. With expansive views from wraparound private verandas, as well as the most amenities and privileges of any category on board, Explorer Suites offer the ultimate sanctuary for World Cruise guests.
• Two Pool Choices:  In addition to the Main Pool with a retractable roof permitting any-season swimming, the ships feature a first-of-its-kind glass-backed Infinity Pool cantilevered off the stern, allowing guests to swim surrounded by their destination.
• The Spa:  In keeping with Viking's Nordic heritage, The Spa on board is designed with the holistic wellness philosophy of Scandinavia in mind—from the centuries-old tradition of the sauna to a Snow Grotto where snowflakes gently descend from the ceiling through chilled air. 
• Explorers' Lounge and Mamsen's:  Share a cocktail with friends. Linger over a Norwegian breakfast and a nautical history book. The Explorers' Lounge and Mamsen's gourmet deli are thoughtful spaces located at the bow of the ship and designed to represent the Scandinavian spirit for complete relaxation and for marveling at sweeping views through double-height windows.
• The Wintergarden:  Guests looking for serenity will find it in the Wintergarden. In this elegant space under a canopy of Scandinavian trellised wood, guests can indulge in afternoon tea service.
• Dining Choices:  Viking's ships offer eight dining options, all with no additional charge or fee—from fine dining in The Restaurant, which serves three full meals and a variety of culinary options, and the World Café, which features international fare and regional specialties including a sushi and seafood cold bar—to intimate alternative dining experiences at The Chef's Table, which offers a multi-course tasting menu with wine pairings, and Manfredi's, which features freshly prepared pastas and Italian favorites. The Pool Grill specializes in gourmet burgers, while afternoon tea and scones are available in the Wintergarden. Mamsen's serves Norwegian deli-style fare, and complimentary 24-hour room service allows all guests to enjoy many signature dishes in the comfort of their stateroom. Furthermore, with multiple choices for outdoor seating during meals, Viking's ocean ships offer the most al fresco dining at sea. Additionally, The Kitchen Table specializes in regional dishes from market to table.
• Cultural Enrichment:  Viking experiences from ship to shore are designed for unparalleled access and cultural enrichment. Viking Resident Historians deliver high-level historical and cultural education specific to the journey, offering invaluable insight into the rich history of the destination. Guest Lecturers who are experts in their fields shed light on the destination's art, architecture, music, geopolitics, natural world and more. Destination Performances represent the most iconic cultural performing arts of the region—whether it be Italian opera or Portuguese fado. Resident Classical Musicians—pianists, guitarists, violinists and flautists—perform classical compositions throughout the ships. And Culinary Classes in The Kitchen Table, Viking's onboard cooking school, focus on regional cuisine.
• Nordic Inspiration:  Even the smallest details take their inspiration from the exploratory spirit of the original Vikings, reflecting deeply held Nordic traditions. Light wood grains, touches of slate and teak, Swedish limestone and fragrant juniper appear throughout the public spaces and Spa. The Clinker-built design of the Viking Bar mirrors the construction style of the original Viking Longships. A Viking Heritage Center provides history and context from the Viking Age. And characters from Norse Mythology are subtly incorporated into the design, providing curious guests with inspiration to further explore Viking's Nordic heritage.

From now through March 31, 2023, Viking is offering special savings for World Cruise guests including business class air, ground transfers to and from the ship, all onboard gratuities and service fees, complimentary visa service and Silver Spirits beverage package, which includes virtually all drinks on board, as well as free luggage shipping services for embarkation. Plus, all World Cruise guests receive $2,000 per person shore excursions credit, which can be used towards optional shore excursions or overland tours, as well as $1,000 per person shipboard credit for spa services, onboard shops and laundry. Viking Explorer Society Members receive an additional $1,000 per person shipboard credit. Call Viking toll free at 1-855-8-VIKING (1-855-884-5464) or contact a travel agent for details. 

Viking was founded in 1997 and provides destination-focused journeys on rivers, oceans, and lakes around the world. Designed for experienced travelers with interests in science, history, culture and cuisine, Chairman Torstein Hagen often says Viking offers experiences for The Thinking Person™. Viking has more than 250 awards to its name, including being the first cruise line to ever be named both the #1 Ocean Line and the #1 River Line in a single year in Travel + Leisure's 2022 "World's Best" Awards. Viking has also been rated the #1 River Line and #1 Ocean Line by Condé Nast Traveler in the publication's 2022 and 2021 Readers' Choice Awards. For additional information, contact Viking at 1-800-2-VIKING (1-800-284-5464) or visit www.viking.com . For Viking's award-winning enrichment channel, visit  www.viking.tv .

SOURCE Viking

Released January 12, 2023

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Cruise Operator Viking’s IPO Looks Like a Winner

V iking Cruises has turned European river travel into a lucrative business by catering to the Masterpiece Theater crowd—affluent older American tourists interested in culture, art, and history.

The cruise line’s parent, Viking Holdings, plans to go public in the coming week. The deal could generate a positive reception from investors due to the company’s profitability, high-end niche, and growth prospects.

Viking plans to sell 44 million shares in a price range of $21 to $25, which would raise $1 billion and value the company at around $10 billion based on 431 million shares outstanding, according to its prospectus. The deal is expected to be priced on April 30 and begin trading on May 1. The stock will trade on the NYSE under the ticker VIK. Underwriters include BofA Securities, J.P. Morgan, UBS, and Wells Fargo.

The company operates 92 vessels including 58 of its signature flat, long ships accommodating 190 passengers each that ply European rivers such as the Seine, Rhine, and Danube. The company’s slogan is “Exploring the World in Comfort.”

The Viking experience is the antithesis of boozy fun marketed by big cruise lines on their massive ships. There are no children under 18 allowed on Viking vessels and there are no casinos on board.

Founded in 1997, Viking has become synonymous with European river travel due in part to shrewd marketing. It sponsored PBS’s Masterpiece Theater, including the hit series Downton Abbey. The company diversified into the luxury ocean market in 2015 and now leads in that sector.

The company had $4.7 billion in revenue in 2023, up nearly 50% from 2022, and it earned a pro forma 56 cents a share excluding special factors. At the midpoint of the pricing range, the company would be valued at a steep 41 times its 2023 pro forma earnings.

But the stock looks reasonable based on free cash flow. It’s valued at about 10 times the $1 billion of free cash flow that it generated last year. Using another metric, the company is valued at about 13 times its 2023 earnings before interest, taxes, depreciation, and amortization, or Ebitda. Viking has less than $4 billion of net debt.

Viking released some first-quarter financials in its prospectus that showed improvement over the same period in 2023. Revenue of $715 million at the midpoint of a range was up 14% versus the year-earlier period, and its operating loss narrowed to $80 million at the midpoint of the range, against a $116 million loss in the first quarter of 2023. The first quarter is seasonally weak, with the company profitable in the second and third quarters of the year.

The luxury market is hot, with investors gravitating toward stocks such as Ferrari and Hermès. The company bills itself as the only “pure play luxury public cruise line.”

The initial public offering will represent a score for CEO, chairman and founder Torstein Hagen and for investors TPG and the Canada Pension Plan Investment Board.

Before the IPO, Hagen owned about 54% of the company, with TPG and CPP at roughly 21% each. In the IPO, the company will sell 11 million shares and TPG and CPP a total of 33 million.

Viking carried about 650,000 passengers in 2023, who paid an average of more than $7,000 per trip against about $2,000 for cruise line industry leader Carnival, which is a mostly mass-market company. Viking caters to travelers, mostly Americans, who are 55 years old or over and who are interested in culture, art, music, history, and science. it caters to what it calls “thinking people.”

Viking says it has 51% of the riverboat market for North American tourists. In 2015, it started an ocean cruising division and now has an industry-leading share of 26%.

In a presentation available on the RetailRoadshow website, Hagen said that Viking has disproved the industry view that it’s “tough making money on smaller ships.” Viking’s riverboats are larger than those of many of its competitors, which allows for more passengers and profitability.

The company sees considerable growth potential in coming years, with 18 new riverboats and six oceangoing ships due for delivery through 2028. Part of its strategy is to operate identical river long-ships and oceangoing ships to simplify marketing and maintenance.

Challenges for Viking include growing competition in the European river market, with some rivals offering what they tout as a more exclusive experience than Viking. Travel specialist Tauck, for instance, notes on its website that its riverboats carry no more than 130 guests.

There are only so many European rivers to experience. Viking’s growth could come from its ocean travel focused on Europe (mostly the Mediterranean and Baltic seas) as well as the Antarctic. River travel is growing on waterways such as the Mississippi in the U.S. and the Mekong in Southeast Asia.

“We maintain a clear focus on our most relevant customer group: English-speaking travelers aged 55 years old and over, who have the time, money, and desire to explore the world,” Hagen wrote in the prospectus. That strategy has worked, and Viking could be rewarded for it when it goes public soon.

Write to Andrew Bary at [email protected]

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Moscow to Astrakhan

14 days – 13 nights

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Volga dream experience:

City Tour / Moscow Metro/ Tretyakov Gallery

Meals: Breakfast, lunch

Moscow Kremlin / Armory Museum 

Volga dream experience: Bread, Salt & Vodka Welcome Aboard Ceremony

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Town of Uglich / Church of St. Dmitri-on-the-Blood

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Volga dream experience: -

Mamayev Hill / Battle of Stalingrad Panorama Museum

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Volga dream experience: Concert in a local Conservatory

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