In North Florida, local news often intersects with global trends. And in the world of luxury travel, one company’s unconventional marketing strategy has been making waves. Meet Viking Cruises, a luxury cruise line that has been capturing attention, not only for its plush offerings but also for its unique approach to reaching its target audience.
Julia Wilcox, a prolific cruise attendee and TikTok vlogger, has been on the receiving end of Viking Cruises’ persistent direct mail marketing. Even though she is not the company’s target demographic, she has been receiving glossy paper envelopes from Viking Cruises two or three times a month. “I get so much paper mail from Viking. I’m like, this is insane,” she told Fortune.
Targeting the Affluent Baby Boomers
The company’s choice to send snail mail as part of its marketing strategy might seem odd, but it makes sense when you learn that Viking Cruises’ target audience is the affluent baby boomer demographic who, according to Viking CEO Torstein Hagen, “have the money; they have the time.” These are the folks who make up the richest group in the country, holding 70% of the nation’s disposable income.
And so, Viking Cruises has meticulously tailored its offerings to this demographic. With 92 vessels traveling to all seven continents and a staff of 10,000, the cruise line offers serene experiences devoid of casinos and kids under 18. Instead, guests can enjoy walking tours of European cities and cheese tastings.
Financial Success Amid a Challenging Time
Viking Cruises’ strategy has undoubtedly paid off. Despite the economic downturn caused by the pandemic, the company raised $1.5 billion in its initial public offering in May, the highest of any company this year. Moreover, the company experienced a significant 14.4% growth from 2015 to 2023, the biggest leap of any luxury river or ocean cruise during that period.
However, not all is smooth sailing for Viking Cruises. Negative feedback about the food onboard suggests there may be room for improvement. Julia Wilcox, for example, was unimpressed with the food during her trip, describing the room service hot dog as the “worst” she’d ever had.
Looking Ahead
Despite some minor setbacks, the company remains ambitious and has 24 ships on order, with an option for another dozen. Additionally, Viking Cruises plans to expand its Chinese customer base to 150,000 passengers by 2025. However, as the cruise industry adapts to accommodate growing demand by commissioning more ships, the company’s current promotional packages and pricing power may face challenges.
Nevertheless, CEO Torstein Hagen remains confident in the company’s philosophy of streamlined, steadfast service. As he succinctly put it, “In my belief, the moment you try to do everything for everybody, you know what happens? You do nothing well.”
As Viking Cruises continues to navigate the ever-evolving world of luxury travel, one thing is clear: this company is committed to its unique approach to reaching its target audience and delivering a tailored experience. It’s a strategy that has yielded success so far, and it will be interesting to see how it unfolds in the future.
For North Florida residents interested in luxury travel or simply intrigued by innovative marketing strategies, Viking Cruises is certainly a company to watch.
