Steven Wieczynski's questions to Viking Holdings Ltd (VIK) leadership • Q2 2025
Question
Steven Wieczynski of Stifel Financial Corp. inquired about the booking progress for 2026 over the past few months, specifically asking for trends in June, July, and August following a previously mentioned slowdown. He also asked for clarification on the recent uptick in marketing spend, questioning if it was broad-based or targeted at specific itineraries or cabin classes.
Answer
Leah Talactac, President & CFO, confirmed that demand remained strong with an "outstanding" June and July, and this strength continued into August, reflected in the 55% booked position for 2026. She stated that consumer behavior was consistent with the past. Regarding marketing, she explained that Viking's strategy is to use marketing as the primary lever, not pricing, to address any demand softness. The increased spend was a strategic move to stimulate demand and promote the brand, consistent with their direct-to-consumer business model.