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U.S. Travel Advisors Respond to Viking Cruises' Plan to Grow Direct Sales

 

 

 

 

Alexandria, Virginia, April 10, 2024 — In response to a recent story in OpenJaw about Viking Cruises going public, Zane Kerby, President & CEO of the American Society of Travel Advisors, comments on Viking Cruises' plan to grow direct sales.

"Viking wouldn’t be the first company to try and have their cake and eat it too when it comes to guidance regarding their stock price. Travel Advisors book nearly 59% of all cruises in the U.S. By 2026 they'll be selling more than 70% of all cruises. And, unlike the U.S. domestic airline industry, there is lots of competition in the river cruise market, with a dozen or more fantastic options.  Viking would be wise to embrace the U.S.-based travel advisor as their primary distribution channel, because, quite frankly, they are."

 

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ABOUT ASTA
Founded in 1931, The American Society of Travel Advisors (ASTA) is the leading global advocate for travel advisors, the broader travel industry and the traveling public. Its members represent 80 percent of all travel sold in the United States through the travel agency distribution channel. Together with several hundred internationally based members and travel partners, ASTA champions the essential role of travel advisors through advocacy, education and professional development. In addition to serving as a professional resource for travel advisors, ASTA maintains a long-standing commitment to elevating the travel industry by promoting integrity, expertise and consumer confidence. Learn more at www.asta.org

 

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