Viking has once again proven it’s smooth sailing with Australian travellers, claiming the title of Australia’s Most Trusted River Cruise Operator for the second year running in the 2026 Reader’s Digest Trusted Brands Awards.
Now in their 27th year, the Reader’s Digest Trusted Brands Awards recognise the names Australians trust most across a broad range of product and service categories.
For Viking, the repeat win comes as the cruise line continues to expand its river offering globally, with more ships, more destinations and more opportunities for Aussies to swap airports for elegant longships.
“Being named Australia’s Most Trusted River Cruise Operator for the second-year running is incredibly meaningful for us, particularly at a time when our river program continues to grow,” Viking ANZ managing director Michelle Black said.
“We are expanding our fleet with new Viking Longships across Europe, welcoming additional vessels on the Nile, and opening up entirely new river experiences, including India, giving our guests more choice, more depth and more extraordinary destinations to explore, all with the reassurance of travelling with a brand they trust.”
No slides but destination immersion
Rather than leaning into waterslides and bingo nights, Viking has long positioned itself around destination immersion, longer port stays and a quieter, more inclusive onboard style. It’s a formula that appears to resonate strongly with Australian consumers seeking meaningful travel experiences over mass-market flash.
That philosophy has remained central to the company since its launch 29 years ago and, according to Viking, continues to underpin the brand’s standing in the Australian market.
“Thank you to Australian travellers for placing your trust in Viking once again. This kind of recognition is especially meaningful to us because it reflects the confidence our guests have in the experiences we deliver,” Black added.
“We look forward to welcoming guests on board and continuing to set the benchmark for river cruising.”
The Trusted Brands Awards are based on an independent consumer survey and are designed to capture which brands Australians trust most when it comes to quality, reliability and overall confidence.
Reader’s Digest has been published globally for 104 years and in Australia for more than 60 years, making the annual awards a long-running barometer of consumer sentiment.
More awards
The award is another feather in the cap for the Scandinavian-founded cruise giant, which has spent nearly three decades cultivating a loyal following among culturally curious travellers.
Viking has also been named in the 2026 TIME100 Most Influential Companies list, which recognises companies making an extraordinary impact around the world.
Viking was recognised in the “Disrupters” category, highlighting companies that are redefining industries and challenging conventional approaches.
Viking was also named to the TIME100 Companies: Industry Leaders list for Travel & Tourism, which highlights the 10 most influential companies shaping the sector in 2026.
“To be recognised by TIME as one of the world’s most influential companies is an incredible honor,” Viking chairman and CEO Torstein Hagen said. “Ever since our humble beginnings in 1997, we have always done things differently in the travel industry. We focus on the destination, and we do not try to be all things to all people.
“We are proud that our contrarian approach continues to resonate with our guests, the industry and prestigious publications like TIME, as we continue to grow thoughtfully and stay true to what makes Viking different.”
