Michelle Black, ANZ Managing Director Viking shares with Karryon how the cruise line’s focus on relationships played a key role in this latest accolade.
There was audible cheering and excitement from Viking team members as it was announced at the recent NTIA 2024 awards that the cruise line had won Most Popular Ocean Cruise Operator for the second consecutive year.
As it heads into 2025, Viking’s ANZ Managing Director Michelle Black sees strong momentum for the overall cruise category. Here, she shares what the win means for the team.
Congratulations on the win for Viking…what does this award mean to you personally and to Viking?
Winning the Most Popular Ocean Cruise Line for the second year running is a huge honour for us. At Viking, we have always believed in letting our work speak for itself, which is why we never ask for votes. The fact that our trade partners have chosen to vote for us on their own accord, again, makes this recognition even more meaningful.
To what do you attribute Viking’s success?
I believe our success comes down to more than just great products—it’s about the relationships and genuine support we offer our trade partners. Our Commercial Managers are on the groundwork closely with agents to ensure they have the training, resources and sales support they need, while our Australia-based reservations team is known across the travel agent community for quick, knowledgeable service.
We also invest heavily in cooperative marketing with consortia and individual agencies, helping agents grow their business alongside ours. We’re in this together, and that makes all the difference.
What are you most excited about that’s coming up for Viking and the cruise sector more broadly?
Looking ahead to 2025, I see strong momentum for the entire cruise industry. With the cost of independent travel rising rapidly, travellers are increasingly drawn to the value and convenience of an all-inclusive cruise experience.
River cruising continues to grow in popularity, and we expect to see more travellers returning and ready to book their next journey, with an eye on new and unique destinations. Plus, interest in Expedition cruises is really taking off—making it an exciting time to be in this industry.
What does the future look like for Viking?
The future for Viking is exceptionally bright. Over the next 12 months, we’ll be expanding our award-winning ocean fleet, adding eight new ships in the next four years taking our ocean fleet to 19. By the end of 2026, we’ll have five ships on the Douro, a fleet of six Seine-class ships taking guests straight into Paris, and a total of 10 Nile ships sailing the iconic 12-day Pharaohs & Pyramids itinerary.
While we’ve seen phenomenal growth over the last few years, this is only the beginning. Viking is still a relatively young brand in this market, and with nearly 100 ships across our ocean, river, and expedition products, we’ve only scratched the surface. For agents, this presents an exciting opportunity to grow with Viking.
What do you love most about the travel industry?
It’s the people and the passion for travel that makes this industry so special. The energy and dedication of our partners and guests drive everything we do, and there’s nothing more fulfilling than being part of an industry that helps people experience the world in meaningful ways.
Read our wrap of NTIA 2024 including all the winners here.
For more information on Viking visit vikingcruises.com.au
