|
 Torstein
Hagen, chairman and CEO, Viking Cruises, told reporters onboard the Viking
Forseti river ship in Bordeaux, France last week that his new ocean line
launching in 2015 will deliver a far different experience than that of other
premium or ocean lines – with shore time of more than 12 hours per port, versus
six to 10 hours in port for many other lines.
He also reiterated the line's plan for a fleet of ships. Viking Star, the line’s
first 930-passenger ship will be delivered in April 2015. It will operate
Baltic/Scandinavian cruises from Bergen, Norway (with one night overnight there)
to St. Petersburg, Russia in summer. During winter, it will sail the
Mediterranean.
Hagen said the second ship will launch in 2016; financing is completed for the
first two vessels. While financing negotiations are still in process for the
next two ships, Hagen hopes for a third ocean ship to debut in the second half
of 2016 and a fourth in the first quarter of 2017.
Photo by Susan J. Young
Hagen says 50 percent of all ocean cruisers
book their voyage on a premium, upper premium or luxury product. That’s the
target audience for oceangoing Viking Cruises.
He also told reporters that cruisers have many complaints about today’s ocean
cruise experience. Based on feedback from the line’s river guests and the line’s
own research.
-
Ocean ships are too big
-
Guests spend too little time in the destinations
-
Ocean cruising isn’t as good a value as thought when purchased (given the
added fees for this and that)
-
Small ships are far too expensive
-
Small ships are often old and outdated.
Therefore, Hagen and his team have developed seven guiding principles for the
new Viking Cruises. First, the destination is the absolute key to the voyage
experience. Second, small ships provide great value. Third, ships should be
designed for function -- yet comfortable with understated elegance.
Fourth, Hagen believes ocean ships should offer great food that’s locally
inspired; he doesn’t like to use the word “gourmet” to keep guest expectations
realistic but he does use “great.”
Fifth, he said Viking is developing shore excursions that are culturally
enriching experiences. Sixth, Viking is committed to not “nickel and diming”
oceangoing guests.
And finally, it’s important not to be everything to everyone, Hagen stressed.
Hagen
see his Best Clients for the Ocean Line to be;
-
Likely 55+ in age, English speaking, well educated (45 percent will have a
graduate degree, Hagen said), affluent, curious, active and interested in
history, culture and music.
Hagen
stressed that his line will be able to keep fares more affordable than other
upscale products, despite having a small ship product. That's accomplished
through design innovation and propulsion efficiencies. “We’ll deliver the
Oceania experience at the Princess price point,” Hagen stressed.
Design-wise, none of the staterooms including balcony cabins will have tubs;
instead they’ll have a large shower. As a result, Hagen said the ship will gain
space for more accommodations -- contributing to lower pricing -- yet
maintaining the small ship aura and spacious feel. Suites, though, will have
tubs plus showers.
One of the biggest changes from normal cruising on existing premium, upper
premium and luxury lines is that Viking Cruises will ban children from all
sailings. “It will be couples only, no children and no grandchildren,” Hagen
said.
While a no-kids policy bucks the trend of multi-generational travel, it also
creates a product differentiator.
Onboard, Viking's ocean guests will have open seating in a main dining room and
also access to an Aquavit Terrace, similar to the popular space the line offers
onboard its Viking Longships. Windows in that aft restaurant venue can be opened
in good weather, providing an al fresco feel. Outside tables and a walk-around
promenade are other perks.
Guests will enjoy an infinity pool onboard the ship. All guests will have some
complimentary Wi-Fi time onboard. Cruisers also will enjoy complimentary beer,
wine and soft drinks at lunch and dinner, as well as free specialty coffees and
other beverages.
Other inclusions? Port taxes and fees, plus ground transfers will be included
within the cruise fare. Below-market airfares will be available. Shoreside, one
complimentary shore excursion will be offered at each port.
Time ashore is another differentiator, emphasized Hagen. He said Viking
typically will spend 12.1 hours in port on its itineraries, while as of May
2013, Viking’s research showed that Oceania Cruises’ Nautica spent 10 hours in
port, while Celebrity Eclipse spent 7.8 hours, Emerald Princess 7.5 hours,
Holland America’s Rotterdam 8.9. hours and other ships much less.
Guests on the new Viking Cruises will spend $421 a night on average when all the
inclusions in the fare are included. Hagen said that compares with $710 per
night on many other upscale lines (when adding extra charge items plus the
cruise fare – in comparing the same experience between the lines.)
Talking about the value of a small ship, Hagen said ships under 1,000 passengers
are in demand even as they age while cruise lines building 5,000 passenger
mega-ships will one day be left with lots of unsellable old ships. |
