在华运营十年后，维京游轮再次加码中国市场，开设品牌体验中心，让更多华北游客感受人文雅奢的品质游轮游产品。近日，维京游轮宣布在中国开设首个 品牌体验中心，并已于北京正式启幕，瞄准北京乃至华北地区消费者打造沉浸式体验。入华十载，维京游轮已累计服务中国消费者近10万人次，整体复购率 超过15%，55岁以上的高知银发客群成为其核心客源。展望2026年，维京游轮将投入共5艘专为中国市场定制的船舶，包括河轮与海轮，并计划发布中文服 务的北欧航线等新产品。与此同时，维京游轮正积极布局出境与入境"双向业务"，既展现中国银发旅行者新貌，也致力于向国际游客讲述更丰富的中国文化 故事。 精准对接京津冀客源 据介绍，维京游轮全新的品牌体验中心坐落于北京二环核心地段（光华长安大厦2座1层），将作为一个长期运营的线下品牌空间，为北京乃至华北地区消费 者打造沉浸式体验游轮旅行文化、感受维京品牌理念、面对面了解和咨询航线产品的门户。而这也正是维京中国进一步完善"线上+线下"营销渠道的战略性 尝试。 谈及在北京启动品牌体验中心的考量，维京游轮中国区产品开发兼品牌高级副总裁陈炜芸分享道，北京是维京游轮在中国的第二大客源城市。此外，维京精 准洞察 ...

Core Insights - Viking Cruises is expanding its presence in the Chinese market by opening its first brand experience center in Beijing, targeting consumers in North China for immersive experiences in luxury cruise travel [1][4][7] - The company has served nearly 100,000 Chinese consumers over the past decade, with an overall repurchase rate exceeding 15%, primarily from the educated senior demographic aged 55 and above [1][11][12] - By 2026, Viking Cruises plans to invest in five ships specifically designed for the Chinese market, including river and ocean vessels, and aims to launch new products with Chinese services [1][14][15] Market Strategy - The new brand experience center in Beijing is strategically located to enhance direct consumer engagement and facilitate face-to-face interactions, addressing the preferences of the target demographic [4][7] - Viking Cruises aims to host approximately 400 offline sharing and promotional events at the experience center this year, enhancing brand visibility and consumer interaction [7][8] - The company is focusing on a dual product strategy to attract both first-time travelers and repeat customers by maintaining classic routes while diversifying product offerings [14][15] Consumer Insights - The target demographic of Viking Cruises consists of educated seniors who value quality experiences and are willing to pay for high-value offerings, showing a growing trend in onboard secondary spending [12][14] - The company has observed a shift in consumer perception towards cruise travel, particularly in major cities like Beijing and Shanghai, where awareness and familiarity with Viking's brand have increased [9][11] Future Developments - Viking Cruises plans to introduce a new Nordic cruise line with Chinese services and expand its river cruise offerings across more European destinations [12][14][15] - The company is also exploring inbound tourism routes to showcase Chinese culture to international travelers, aiming for a dual-directional business model [15]