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FINCANTIERI: “VIKING STAR” LAUNCHED IN MARGHERA

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FINCANTIERI: “VIKING STAR” LAUNCHED IN MARGHERA
Today the Fincantieri shipyard in Marghera saw the launching of the “Viking Star”, the first of three cruise ships that Fincantieri is currently building for Viking Ocean Cruises. The ship will now move into the fitting-out stage, leading to its scheduled delivery in the spring of 2015.
Fincantieri has already started work on the “Viking Sea” and the “Viking Sky”, the second and third ships in the series, which will be respectively delivered at the Marghera shipyard in the spring of 2016 and at the Ancona shipyard during the summer of the same year.

Attending the ceremony for the shipowner was Torstein Hagen, founder and chairman of Viking Cruises, while Fincantieri was represented, among others, by Antonio Quintano, the yard manager.

“Viking Star”, like its two sister ships, will be positioned in the small cruise ship segment. In fact, with a gross tonnage of about 47,800 tons, it will have 465 cabins with accommodation for 930 passengers.
The ship has been designed by SMC Design of London, while Rottet Studio in Los Angeles has been engaged to design its interior, where every attention will be paid to style and elegance.

The construction of this series of ships is evidence of the solid business relationship between Viking and Fincantieri.

Is an end to the Nile drought in sight?

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By Michelle Baran

 As with Egypt overall, it’s been touch and go with travel on the Nile River since the country’s January 2011 revolution introduced an era of political instability that has been hardMichelleBaran to shake.

But with this week’s presidential elections, combined with pent-up demand from passengers who have been waiting it out with Egypt, there are glimmers of hope that the ships on the Nile will soon start to move again.

Viking Cruises, which has continued offering Egypt sailings through the slowdown, said things are looking up for the back half of 2014 and into 2015.

“We are seeing some booking activity for the fall 2014 dates that are available,” said Richard Marnell, Viking’s senior vice president of marketing. “We’ve also received enough interest from customers that we made the decision to begin selling 2015 dates.

“Yes, there is still some uncertainty among some travelers who would like to visit the region. But we are optimistic about the 2015 season, and we have slightly increased our number of departures for next year.” 

Viking charters the 150-passenger Mayfair, built in 2010, on the Nile, and the 160-passenger Omar El Khayam, built in 2011, on Lake Nasser.

Abercrombie & Kent has added five departures this fall for its “Egypt & the Nile” itinerary and has announced additional dates for 2015. The itinerary includes a four-night Nile sailing onboard the 80-passenger Sun Boat IV.

“The current interest in travel to Egypt has even surprised us,” A&K President Phil Otterson said in a release about adding the departures. Otterson traveled to Egypt in March with 69 A&K guests. “It’s been a waiting game, for travelers, tour operators and Egyptians, but it looks like it’s finally turning a corner.”

For some operators, though, it’s too soon to make a call on Egypt just yet. They’ve been burned with having had to cancel departures or, in the case of Uniworld Boutique River Cruise Collection, which sails the 82-passenger River Tosca, a luxury vessel that was built exclusively for Uniworld, the company doesn’t have the option of returning unsold cabins.

“The River Tosca is our ship, and once we re-enter the market, we have a commitment and obligation to deliver a certain number of guests to make sure that we can operate the itinerary profitably,” said Uniworld President Guy Young. “Given the relative uncertainty in Egypt and our selling cycle for this destination, the earliest opportunity we see to re-enter the market would be the fall of 2015.”

Young noted that prior to the uprising in Egypt, the Tosca was operating at very high occupancy levels and the itinerary received fantastic feedback from guests.
Avalon Waterways, which had to cancel departures last year due to the unrest, will only reintroduce Nile itineraries when the situation appears considerably more stable.

“We do not have plans to reintroduce Egypt in 2015,” noted Avalon’s Managing Director Patrick Clark.

“We hope the presidential election brings stability — and tourists — to Egypt. It would be great to see Egypt return to its previous popularity among travelers,” he added. “And, while we prepare our 2016 plans for Avalon Waterways, we will be closely monitoring developments.”

The ‘Downton Abbey’ bump

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Downton Abbey Original Trailer.

By Michelle Baran
InsightIn 2011, when Viking Cruises penned a deal to become a national corporate sponsor for PBS, which included having promos run during “Downton Abbey,” the company arguably struck gold. And likely so, too, did the entire river cruise industry.“Downton Abbey” has since gone on to enjoy enormous popular and critical success, and perhaps not surprisingly Viking has continued to sponsor the show.Earlier this year, Viking kicked up its PBS campaign a notch, unveiling a new concept for the ads that would run during “Downton Abbey’s” fourth season — a series of seven, 30-second spots that would each tell a different part of the Viking story, whether it was a focus on the destinations Viking visits, performances onboard the ships or an ad dedicated to Viking’s culinary program.MichelleBaran

In addition to the PBS program, Viking quietly made some additional cable TV ad buys in the last year (you may have noticed, like some of us at Travel Weekly did, Viking ads run during pro football games), resulting in a total of more than $400 million that Viking has invested to market its product, according to the company.

Viking’s ads aren’t just reaching consumers, either. The company notes that agents are seeing the commercials while watching “Downton” too.

“We have heard from agents who said that they never thought they would sell river cruises until they saw the new Viking Longships in our PBS Masterpiece sponsorship during ‘Downton Abbey,’” Richard Marnell, Viking’s senior vice president of marketing, recently said.

No one in the river cruise industry will argue against the fact that Viking is doing more to increase awareness about the category than any other river cruise line.

In fact, Viking’s competitors welcome the ad spend and any spillover effect it might have in boosting their own bookings as consumers learn about river cruising in between episodes of “Downton.”

“Viking is very good about their ads on TV. But all that does is really increase awareness of the marketplace,” said American Queen Steamboat Co. Chairman and CEO John Waggoner. Waggoner was discussing the possibility of Viking entering the U.S. river cruising space, and said he would welcome the added competition, in part because of Viking’s aggressive marketing strategy.

“The analogy I use is it’s kind of like buying a car,” Waggoner added. “You might see an ad for an for a Hyundai and say, ‘Hey honey, let’s buy a new car.’ Well, once you decide to buy a new car, then I think you go out and you start to compare the cars.”

Other river cruise lines have both directly and indirectly tipped their hats to Viking for investing in advertising the river cruise experience in a way none of them really has the financial backing to do.

So, what’s the ROI on Viking’s efforts? The company’s bullish shipbuilding strategy in Europe coupled with the ongoing PBS sponsorship suggests that the ads are doing their job. How much have they bolstered the industry overall? Well, no one in the river cruise space is asking Viking to stop, that’s for sure.