Torstein Hagen, chairman of Viking, said the company was 55 percent booked for 2025, speaking on the company’s second quarter earnings call on Thursday.

He also added that the cruise line was 95 percent sold out for 2024.

He said that the 2025 number is trending 20 percent higher than at the same point in time in 2023 for 2024, also noting that the cruise company’s capacity for 2025 was 12 percent higher.

Leah Talactac, CFO, said the company is able to generate demand through sales and marketing.

“We have a variety of levers to use such that pricing would not be our first lever in terms of moving that demand,” Talactac said.

Hagen was quick to point out Viking is a direct marketing company.

“That means that we generate demand ourselves. So you can say marketing is not an expense such as a revenue generator,” Hagen added.