The Expert in Baby Boomer Travel

Travel Copywriter

Viking Ocean Cruises

Carnival's soon-to-be-introduced Ocean Medal;lion can be worn around the wrist. Photo from Princess Cruises. .

Carnival’s soon-to-be-introduced Ocean Medallion can be worn around the wrist. Photo from Princess Cruises.

Every year brings advances to the world of cruising: new ships and amenities, breakthrough technologies, more enticing itineraries.

As cruise lines jostle to stay one wave or river bend ahead of the competition, they grow ever more creative – and passengers reap the rewards.

In 2017, that means more personalized experiences, a more varied choice of destinations, and more “Wow!” factors than ever. Happy sailing!

A Techno-Gizmo That Does It All, Almost

Carnival Corporation, the world’s largest cruise company, has announced plans to begin rolling out a techno-marvel medallion in 2017 that will do almost anything for you on board except mix your drinks (for that, you’ll need to sail on Royal Caribbean’s new mega-ship the Harmony of the Seas, which sports cocktail-preparing robots in its Bionic Bar).

Paired with an optional app for maximum… Continue reading

The Viking Sky and Sea meet in Santorini, Greece. Photo from Viking Cruises.

The Viking Sky and Sea meet in Santorini, Greece. Photo from Viking Cruises.

Viking Cruises — which already operates the world’s largest and most popular river cruise line with almost 60 ships in Europe, Russia, Egypt, and Asia– is now moving into ocean cruising in a big way.

Viking launched its first ocean-going ship, the Viking Star, in 2015, and in April 2016 launched its second, the Viking Sea. (I’m looking forward to a voyage on the Viking Sea this fall in the eastern Mediterranean).

And it’s launching more ocean-going vessels, the Viking Sky, Sun, and Spirit, in 2017 or 2018. A sixth unnamed ship is on order for 2020, and if Viking’s explosive growth in river cruising is any indication, other ocean-going cruise lines may want to watch their backs.

Viking’s ocean-going vessels hold a maximum of 930 passengers and, in… Continue reading

The Viking Europe river boat, part of Viking's rapidly expanding fleet. Photo from Viking River Cruises.

The Viking Europe river boat, part of Viking’s rapidly expanding fleet. Photo from Viking River Cruises.

The travel site Skift.com has just named its top 50 global travel marketers for 2013, including the senior vice president for marketing of Viking River Cruises, Rich Marnell.

Little wonder — Marnell was hired in 2007 as Viking’s director of marketing for North America, and since that time Viking’s share of the burgeoning European river cruise market has risen from 20 percent to fifty percent, remarkable considering that competition is getting increasingly fierce.

I’ve written previously about Viking River Cruises’ approach to marketing: a laser-like focus on their target customer — the classic baby boomer.

“What we’ve done is tailored the product experience for the 55+ culturally curious in mind,” Marnell told Skift. “We don’t try to be everything to everyone. For us, we see that as an advantage rather than a disadvantage.”

At… Continue reading

Photo from Viking Ocean Cruises

Viking River Cruises is entering the realm of ocean cruising, and they’re doing it in a bold way, using a similar model to their successful river cruising brand.

Launching its first new ocean-going ship – the Viking Star — in May 2015, Viking will be offering all-inclusive fares that include not just mealtime wine, beer and other drinks but free Internet service and, best of all, free shore excursions.

What’s more, port stops will be lengthier than on other ocean-going lines – averaging around 12 hours per port – and will include several overnights per cruise. To make this possible, itineraries will typically be longer than the average cruise, stretching from nine days up to two weeks or more.

And they’ll do it all for lower fares than the luxury all-inclusive lines charge. The Viking Star will carry a maximum of 928 passengers — considered… Continue reading

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According to government and private surveys:

  • Leading-edge baby boomers (born between 1946 and 1955) and seniors account for four out of every five dollars spent on luxury travel today.
  • Roughly half the consumer spending money in the U.S.--more than $2 trillion--is in the hands of leading-edge baby boomers and seniors.
  • Baby boomers (born 1946-1964) travel more than any other age group.
  • When asked what they would most like to spend their money on, baby boomers answered “travel” more than any other category, including improving their health or finances.

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