Viking has earned its place as the most admired cruise brand in 2026 after delivering a rare and historic clean sweep at the USA TODAY 10BEST Readers’ Choice Awards, topping every major category that matters most to travelers, from river and ocean cruising to Alaska itineraries and shore excursions—an achievement driven directly by guest votes and real onboard experiences.
Viking has once again proven why it remains one of the most admired names in cruising, delivering a standout performance at the USA TODAY 10BEST 2026 Readers’ Choice Awards. The cruise line achieved a rare and impressive clean sweep, securing the number one position for Best River Cruise Line, Best Ocean Cruise Line, Best Alaska Cruise, and Best Cruise Line for Shore Excursions. Winning across both river and ocean categories highlights the brand’s consistency, versatility, and strong appeal to modern travelers.
These awards are particularly meaningful because they are shaped by traveler votes. While travel experts curate the initial shortlist, the final winners are chosen by readers who have experienced the product firsthand. That makes Viking’s sweeping success a direct endorsement from guests who value immersive travel, thoughtful design, and well-planned itineraries over flashy entertainment or overcrowded ships.
The recognition extended beyond categories to individual ships, further strengthening Viking’s position. Viking Mars was named Best Adults-Only Cruise, reflecting growing demand for calm, refined journeys designed exclusively for adults. With no casinos, no children onboard, and an emphasis on enrichment, Viking has carved out a niche for travelers who prefer learning, culture, and quiet luxury at sea. Meanwhile, Viking Star earned top honors as Best Cruise Ship for Dining, reinforcing the company’s focus on high-quality cuisine inspired by regional flavors and fresh ingredients.
Viking’s success in the Best Alaska Cruise category also stands out. Alaska remains one of the most competitive cruise markets, where scenery, wildlife, and destination access matter deeply to travelers. Viking’s approach focuses on destination-rich itineraries, extended port time, and excursions that highlight local culture and nature, rather than rushing guests from one stop to another.
Shore excursions continue to be one of Viking’s strongest differentiators. Its victory as Best Cruise Line for Shore Excursions reflects a strategy built around small-group experiences, expert guides, and deeper engagement with each destination. These excursions are designed to complement the journey rather than feel like optional add-ons.
Together, these wins signal more than just another award season success. They reflect a broader shift in traveler preferences toward meaningful experiences, elegant simplicity, and destination-focused cruising. As Viking continues to refine its river and ocean offerings, the 2026 USA TODAY 10BEST results confirm that its formula resonates strongly with travelers who seek depth, comfort, and authenticity on the water.
“We are honored to be recognized by USA TODAY readers for both our river and ocean voyages,” said Torstein Hagen, Chairman and CEO of Viking. “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. These awards are a testament to the hard work and dedication of the entire Viking family across our fleet.”
The latest announcement further strengthens Viking’s reputation as one of the most awarded names in cruising. In the 2025 Readers’ Choice Awards by Condé Nast Traveler, Viking once again claimed the top spot for both ocean and river cruises, marking its fifth straight year leading in both categories. Travel + Leisure also named Viking among its “World’s Best,” a rare distinction that no other travel brand has managed to secure from both publications at the same time.
Viking has firmly secured its reputation as the most admired cruise brand in 2026 after achieving a historic clean sweep at the USA TODAY 10BEST Readers’ Choice Awards. The cruise line claimed the top spot across river and ocean cruising, Alaska voyages, and shore excursions, reflecting unmatched consistency across its entire portfolio. What sets this achievement apart is that the honors were decided by traveler votes, making it a clear endorsement of guest satisfaction. The sweep highlights Viking’s focus on immersive itineraries, thoughtful design, and a refined cruising experience that continues to resonate with modern travelers.
Viking’s momentum continued with eight honors at Cruise Critic’s 2025 Best in Cruise Awards, along with fifth-year consecutive recognition from U.S. News & World Report as the Best Luxury Line, Best Line for Couples, and Best Line in the Mediterranean. The cruise line also took home AOL’s Best Cruise Line title for 2025 and maintained its “Recommended” status for ocean vessels in the Forbes Travel Guide, reinforcing its consistent performance across the industry.
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