---
title: "Viking Holdings Poised to Outperform Cruise Peers on Strong Wealth-Driven Demand and Pricing Power, Earning Buy Rating"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/293725341.md"
description: "Truist Financial analyst Patrick Scholes maintains a Buy rating on Viking Holdings with a $102 price target, citing strong demand from affluent customers and pricing power in luxury cruising. Unlike mass-market peers, Viking avoids heavy discounting, supporting healthier yields. Citi also holds a Buy rating with a $113 target. The stock has risen 45.48% over the past six months."
datetime: "2026-07-24T08:35:18.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/293725341.md)
  - [en](https://longbridge.com/en/news/293725341.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/293725341.md)
generator: "portal-rs"
---

# Viking Holdings Poised to Outperform Cruise Peers on Strong Wealth-Driven Demand and Pricing Power, Earning Buy Rating

Analyst Patrick Scholes of Truist Financial maintained a Buy rating on Viking Holdings, with a price target of $102.00.

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Patrick Scholes has given his Buy rating due to a combination of factors that clearly distinguish Viking Holdings from its mass‑market cruise peers. He notes that river and luxury cruising, Viking’s core segments, are benefiting from a strong “wealth effect,” with affluent customers showing little pushback on higher prices and limited sensitivity to broader promotional noise in the industry.

Unlike the mass‑market operators, Viking is not resorting to heavy discounting, which supports healthier yields and more durable pricing power. In Scholes’s view, this favorable demand backdrop, coupled with resilient booking and pricing trends, positions Viking as a relative winner in an otherwise challenging cruise environment, justifying a Buy recommendation on the shares.

In another report released on July 21, Citi also maintained a Buy rating on the stock with a $113.00 price target.

VIK’s price has also changed dramatically for the past six months – from $68.540 to $99.710, which is a 45.48% increase.

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> **Disclaimer: This article is for reference only and does not constitute any investment advice.**