This article originally
appeared in the October issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
John Waggoner, the affable and visionary cruise entrepreneur, is resurrecting the boutique company Victory Cruise Lines. Waggoner founded what became American Queen Voyages (AQV), which shut down in February 2024 five years after he sold it. Now Waggoner is returning to the Great Lakes and Canada with Victory’s two 190-passenger ships. AGENTatHOME caught up with him for details on the ships’ return to service.
Welcome back! You once ran these ships as part of the now-defunct American Queen Voyages. How did you acquire them again and why?
Theresa, I got a great deal! I felt too young to retire, and retiring just isn’t for me! The Victory vessels went into auction, and [my wife] Claudette and I could acquire them at a great price. There is a strong market for cruising the Great Lakes, and buying the Victory Cruise Lines ships and brand presented me with the opportunity to create a wonderful experience for thousands of travelers.
Can you shed any light on what happened with AQV?
My business partner and I sold our companies, including American Queen Voyages, to Crestview Partners in 2019. I assumed a senior board-level position at what became Hornblower and was no longer a part of the day-to-day operations at Hornblower or AQV. For the next three years, all Hornblower entities endured multiple leadership changes across several departments including three brand presidents at AQV. I departed Hornblower as a board member in late 2023. It was tragic to see the business dissolve, especially on the rivers.
The 190-passenger Victory I. (Source: Victory Cruise Lines)
What kind of cruises will Victory I and Victory II offer?
We are the only cruise line docking at Navy Pier in Chicago. We also stay in port up to 13 hours and have a lot of itineraries sailing all five Great Lakes. Victory Cruise Lines has partnered with the National Museum of the Great Lakes for a Lakelorian program that raises the bar on onboard enrichment with local experts in the know. Our size allows us to dock right in town instead of tendering in ports like Mackinac Island.
What is included in the cruise fare?
Each Victory Cruise Lines voyage includes a one-night pre-cruise hotel stay with free ground transfers between the hotel and vessel; all ocean-view accommodations, some with balcony; an included tour in each port; breakfast, lunch and dinner in multiple venues; unlimited beverages including an extensive wine list, choice spirits, local craft beers and specialty coffees; unlimited Wi-Fi; and live, daily onboard entertainment and enrichment.
What kind of passenger would love the Victory style of cruising?
It’s no secret I am a Baby Boomer. I know the Boomer market and our team knows that the Victory Cruise Lines’ experience is one Boomers will love. So many of us have traveled to Europe many times and around the globe. We don’t want to sit on a plane for hours and want to discover our backyard. Agents are always looking for new and unique experiences for their clients, and that’s what we will deliver on the Great Lakes.
Do you plan to work closely with U.S. travel advisors?
Travel advisors are key to our success, and we look forward to working closely with them to promote our Great Lakes experiences. Vice President of Sales Bob Salmon is running our sales team, working with agents each day, and Vice President Marketing Kari Tarnowski is providing the marketing tools for them to sell Victory Cruise Lines to their clients.
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