The Wall Street Journal: The Luxe Cruise Company That Bans Kids, Casinos and Fancy Umbrella Drinks—and Is Thriving
September 3, 2025 — Viking executives say the company’s strictness on what its vacations will and will not be helps keep ships full in the face of new competition in the river space and a sea of larger, kid-friendly boats teeming with entertainment and rides. Guests on Viking ships attend lectures about their trip’s destinations from resident historians and listen to classical music. Rather than pool parties and waterslides, a Viking cruiser steps into quieter pools and snow grottos, small glass-enclosed rooms filled with man-made snow. “There are very successful floating entertainment palaces,” said Chief Executive Tor Hagen, referring to other cruise operators. “We are really a place where we take grown-ups to interesting places, where they can continue to educate themselves.”
