A club is emerging within the cruise sector, with only a fortunate few gaining entry. Michele Saegesser, vice president of sales and national accounts at Viking, has recently joined this exclusive group, which TMR has referred to as the “I’m retired. Just kidding, I’m back!” club.
TMR had a conversation with Saegesser, who returned to Viking in December 2025, discussing her comeback, the changes she has noticed, why Viking is targeting Gen X, and much more.
On Retiring… and Then Not | On What’s Different This Time | On Why the Amount You Book Is Less Key than Your Earnings | On Why Gen X – Not Millennials – Matters to Viking (and to you) | On NCL’s NCF Policy Change | On Allowing Viking to Handle Marketing for You | On the Direction of U.S. River Cruises | On Viking Libra | On the Role of Travel Advisors at Viking
On Retiring… and Then Not
“Leaving a career after 47 years in an industry dedicated to partnerships with travel advisors is a tough decision,” Saegesser shared with TMR.
She believed that it was the right moment to retire when she made that choice.
Initially, it was wonderful. She explored every recipe in Dorie Greenspan’s cookbooks and relished the absence of a constant stream of emails, which was “delightful.” However, things shifted, and “it became somewhat melancholic.”
Viking’s chairman and CEO Torstein Hagen inviting her to return was a significant factor. He also bestowed upon her the title of godmother of the Viking Honir.
“That was the pinnacle of my career. I’m still processing that.”
While being a godmother was a notable experience, what excites her most is returning to support travel advisors in expanding their businesses.
Primarily, she’s eager to resume her Executive Retreats.
These Retreats, which were initiated shortly after the U.S. reopened post-COVID-19, gather 20 to 30 advisors at Viking’s California office for a weekend of in-depth training with Saegesser. Subjects encompass many areas, including how to build a luxury client database, optimal social media strategies, and methods to attract new clients.
One area they do not cover is product training; that’s left to her sales staff.
“The challenge faced by both seasoned professionals and newcomers in travel is sourcing the next client and presenting themselves effectively.… If I can have 10 lightbulb moments with them where they realize, I get it, that’s everything to me.”
During her year “off,” Viking engaged Saegesser to further develop the program and hold targeted sessions, but only with chosen partners.
“In my current position, I continue playing a role in the program to assist those entering the industry who aim to enhance their luxury marketing techniques and attract high-value clients.”
(Travel advisors wanting to register for an upcoming Executive Retreat can contact Saegesser directly or their Viking BDM.)
On What’s Different This Time
Taking a break from a long-standing role offered Saegesser an unexpected advantage. She now views situations through a different lens.
“Having a year off leads to considerable mental processing. You explore various subjects. You read different materials… I’m returning with the capacity to elevate my previous role.”
For Saegesser, this signifies being more strategic while emphasizing training and collaborating closely with advisors.
“My focus is on enhancing Viking’s trade strategies with a priority on aiding our advisor partners in elevating their overall business operations.”
To achieve this, she indicated, she intends to instruct advisors on utilizing Viking’s marketing capabilities for their long-term development.
Additionally, since her departure and return, there has been a redefinition of roles within the Viking sales team, including the addition of Strategic Account Managers, which positions the entire team to be more focused on advisors as opposed to agencies.
On Why How Much You Book Is Less Important than How Much You Earn
One key idea Saegesser aspires to communicate to travel advisors, whether at her Executive Retreats or during industry presentations, is this:
Ultimately, it isn’t about the volume of bookings; instead, it’s about profitability.
“Booking $2 million worth of cruises is commendable, but how much profit did you achieve?”
Supporting advisors in increasing that critical number is her objective, even if they do it without promoting Viking.
“Not everyone will switch to Viking, but improving the business acumen of professionals in this field benefits all.”
On Why Gen X — Not Millennials — Is Important to Viking (and, by default, you)
While numerous cruise lines are honing in on Millennials and methods to attract them, Viking is singularly concentrating on the demographic over 55. The oldest Millennials are turning 44 this year, while the oldest Gen Xers are now 61 years old, firmly placing this cohort on Viking’s radar.
“Gen X is a generation that has often been overlooked and is poised to travel with significant financial resources and seek luxury experiences,” she remarked.
However, Gen Xers differ from Baby Boomers in ways she feels that many advisors still don’t grasp.
For instance, Baby Boomers might be comfortable booking their families into one large suite, whereas Gen X prefers two separate suites. Gen X is also more apt to prolong their cruise experience with a luxurious hotel stay or a land tour.
“For advisors, this implies that marketing to Gen X should stress customization, superior accommodations, and the capability to craft a seamless, all-encompassing experience centered around a Viking voyage,” Saegesser explained.
Baby Boomers enjoy chatting when they call to book a cruise; they like discussing their grandchildren and life events.
“Gen X will give you a brief moment for that kind of conversation before quickly transitioning, ‘So, what I’m actually interested in is…’”
On NCL’s NCF Move
Typically, Viking leaders refrain from commenting on other cruise operators, preferring to maintain focus on Viking, yet Saegesser highlighted Norwegian Cruise Line for their recent initiative to eliminate non-commissionable fares (NCFs). (Viking was the pioneer in removing NCFs back in 2010.)
“I take pride in our no NCF policy,” she noted, remarking that when Viking first eliminated NCFs, “there were skeptics who believed we were insane.”
“I applaud what NCL is doing. They deserve significant recognition.”
On Letting Viking Do the Marketing Work for You
One aspect everyone agrees upon regarding Viking is their marketing prowess, perhaps surpassing any other cruise line.
“Let this be a favorable point,” Saegesser suggested. “You’re positioned to earn substantial profits without the effort demanded by many other brands.”
With a client repeat rate exceeding 50%, if someone has spent time aboard a Viking ship, there’s a strong likelihood they’ll make another booking.
“The affection customers harbor for us simplifies things for advisors,” Saegesser remarked.
On the Future of U.S. River Cruises
Despite Viking’s extensive plans for future ocean and river vessels, they remain surprisingly understated about their U.S. river projects. When asked if she anticipates the addition of more Mississippi River ships, Saegesser responded.
“There is considerable demand,” she observed, but noted the difficulty that exists for cruise lines to operate in U.S. rivers.
Because Viking is publicly traded, Saegesser cannot speculate on future directions, yet she promised that if she learns about forthcoming plans, she will make it known.
On Viking Libra
In discussions about new ships, TMR questioned Saegesser regarding demand for Viking Libra, particularly as it will become the world’s first hydrogen-powered cruise ship upon its launch at the end of this year.
Although demand for the ship is strong, Saegesser mentioned that it has little connection to Libra’s propulsion technology.
“We believed it would attract more [attention],” she explained. “But our focus is on destinations rather than the vessels themselves. This is the essence of our company… Advisors mainly understand it as a premier Viking offering that visits destinations with exclusive access and the unique programs we’ve always provided.”
When inquiries do come about the ship, they typically originate from previous guests who possess a scientific background or have retired from engineering and have a fascination with the technology involved.
She added that Hagen’s motivation for building the vessel wasn’t for marketing purposes but because “it was the ethically correct choice to make.”
On the Importance of Travel Advisors to Viking
TMR inquired whether Viking could ever grow so large that travel advisors would become unnecessary.
“Then I would truly be retired,” she joked. “My entire career has been built around advisors. I recognize their significance, and so does Viking. We aspire to always maintain their trust, support, and ensure they know we are behind them.”
Throughout the United States and Canada, Saegesser mentioned that she and her team routinely assist with approximately 1,400 cruise nights each year.
“I’m convinced that if advisors involve us in discussions with their clients, we’ll successfully close the sale for them,” which is beneficial for the advisors.
The more pressing concern, she asserted, isn’t whether Viking relies on advisors but whether consumers recognize the value of advisors.
“It falls on you, me, and everyone in this industry to educate consumers on the assistance an advisor provides,” she stated.
This has particular significance in the realm of customizing vacations for clients, including pre- and post-cruise arrangements.
“I doubt a consumer could piece that together independently. I also believe that as suppliers, we cannot achieve the level of customization that an advisor is capable of delivering. Can you envision if a cruise line’s call center were tasked with customizing every single booking?… It doesn’t make sense to exclude the advisor from the process.”
Fonte: Travel Market Report
