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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."



Rebranded in 2018 as the American Society of Travel Advisors, ASTA is the leading global advocate for travel advisors, the 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 hundreds of internationally-based members, ASTA’s history of industry advocacy traces back to its founding in 1931 when it launched with the mission to facilitate the business of selling travel through effective representation, shared knowledge and the enhancement of professionalism. For more information about the Society, visit our mission statement.  




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