Does Viking Cruise Line Own the Magazine Travel and Leisure

No, Viking Cruise Line does not own Travel + Leisure magazine. The luxury cruise operator has no ownership stake or editorial control over the publication, despite frequent partnerships and featured content. Travel + Leisure is independently owned by Dotdash Meredith, ensuring unbiased editorial coverage while maintaining a content partnership with Viking for promotional features.

Key Takeaways

• Viking does not own Travel + Leisure: They are separate entities with no ownership ties.
• Check sources for partnerships: Verify collaborations via official Viking or T+L channels.
• Awards may fuel confusion: Viking’s accolades in T+L stem from reader polls, not ownership.
• Independent editorial content: T+L maintains unbiased reviews, unaffected by advertisers like Viking.
• Use both for research: Leverage T+L insights and Viking promotions for travel planning.

Does Viking Cruise Line Own the Magazine Travel and Leisure?

Imagine you’re sipping a glass of wine on a Viking river cruise, gliding past the vineyards of Bordeaux. The onboard magazine, beautifully designed with glossy pages, features an article titled “The 10 Most Romantic River Cruises in Europe.” The piece is written by the editors of Travel + Leisure, one of the most respected names in travel journalism. You pause, intrigued: “Wait, does Viking own Travel + Leisure? They sure seem to be everywhere together.”

This is a question I’ve heard more than once—especially from curious travelers planning their next luxury getaway. Viking Cruises and Travel + Leisure appear hand-in-hand across brochures, social media, and even award ceremonies. But appearances can be deceiving. While they share a passion for travel, cultural immersion, and high-end experiences, the connection between the two isn’t what it seems. In this post, we’ll dive deep into the relationship (or lack thereof) between Viking Cruise Line and the iconic magazine Travel + Leisure. We’ll explore their histories, partnerships, and why the confusion persists—all while keeping things simple, clear, and honest. Whether you’re a travel enthusiast, a Viking fan, or just love a good behind-the-scenes story, this one’s for you.

The Origins of Viking Cruise Line and Travel + Leisure

Viking’s Humble Beginnings and Global Rise

Let’s start at the beginning. Viking Cruise Line was founded in 1997 by Torstein Hagen, a Norwegian entrepreneur with a vision: to create a cruise experience rooted in culture, history, and destination immersion. Unlike traditional cruise lines that focus on onboard entertainment, Viking emphasized “the journey, not just the destination.” Their river cruises in Europe quickly gained popularity, and by the 2010s, they expanded into ocean cruises, expedition voyages, and even China-focused river routes.

Today, Viking operates over 80 vessels across river, ocean, and expedition fleets, serving tens of thousands of guests annually. Their branding is clean, elegant, and consistently focused on intellectual curiosity and cultural authenticity. You won’t find casinos or Broadway shows on a Viking ship. Instead, you’ll find onboard lectures, regional cuisine, and shore excursions that feel like curated museum tours.

Travel + Leisure: A Legacy in Travel Journalism

Now, let’s talk about Travel + Leisure. Founded in 1937 as Hotel Management, the magazine evolved into a lifestyle and travel powerhouse under the American Express Publishing umbrella. In 2013, it was sold to Time Inc., and in 2018, it was acquired by Dotdash Meredith, a digital publishing giant that also owns brands like Allrecipes and Investopedia.

Travel + Leisure is known for its World’s Best Awards, annual reader surveys that rank airlines, hotels, and cruise lines. These awards are a big deal in the travel industry. For example, in the 2023 World’s Best Awards, Viking Cruise Line ranked #1 in the River Cruise category—and that’s where things get interesting. The magazine’s credibility and Viking’s reputation have grown in tandem, but that doesn’t mean one owns the other.

Think of it like this: Travel + Leisure is the respected food critic, and Viking is the chef who keeps winning “Best Restaurant” awards. They’re connected by excellence, not ownership.

The Partnership That Fuels the Confusion

Why Do They Appear So Linked?

So, why does it feel like Viking owns Travel + Leisure? The answer lies in their strategic marketing partnership. Over the past decade, Viking has invested heavily in co-branded content, advertising, and award campaigns with Travel + Leisure. Here’s how it works:

• Co-branded magazine inserts: When you receive a Travel + Leisure issue, you might find a glossy Viking insert promoting their latest river cruise or expedition to Antarctica. These aren’t random—they’re paid advertising.
• Editorial features: Travel + Leisure often publishes articles like “Why Viking River Cruises Are Perfect for First-Time Travelers” or “The Best Time to Cruise the Danube.” These are written by journalists, not Viking employees, but they’re often sponsored or supported by Viking’s marketing team.
• Awards promotion: When Viking wins a World’s Best Award, they plaster it everywhere—brochures, websites, onboard announcements. Travel + Leisure promotes these awards too, creating a feedback loop of visibility.

For example, in 2022, Viking ran a campaign titled “As Seen in Travel + Leisure”, using the magazine’s logo and award badges in their ads. This isn’t ownership—it’s smart branding. It’s like a winery saying, “Rated 95/100 by Wine Spectator,” without owning the magazine.

Real-World Example: The 2023 World’s Best Awards

In July 2023, Travel + Leisure announced its annual winners. Viking won Top River Cruise Line for the 11th consecutive year. The magazine’s website featured a dedicated page with Viking’s logo, a quote from CEO Torstein Hagen, and links to Viking’s website. Viking, in turn, shared the news across its social media, email newsletters, and onboard screens.

Was this a sign of ownership? Not at all. It was a mutually beneficial partnership. Travel + Leisure gets credibility by associating with a top-rated brand. Viking gets third-party validation from a trusted source. It’s a classic win-win in marketing.

Tip: When you see a cruise line or hotel using a magazine’s logo, look for the words “as featured in” or “advertisement.” That’s your clue it’s a partnership, not ownership.

Who Actually Owns Travel + Leisure?

The Dotdash Meredith Connection

Let’s clear this up once and for all: Travel + Leisure is owned by Dotdash Meredith, a digital media company under the umbrella of IAC (InterActiveCorp). Dotdash Meredith operates dozens of websites and magazines, including:

• Investopedia
• Allrecipes
• People.com
• Food & Wine
• Health.com

Travel + Leisure became part of Dotdash Meredith in 2018 when Meredith Corporation acquired Time Inc. In 2021, Dotdash acquired Meredith, merging the two companies. Today, Travel + Leisure operates as a standalone brand within a massive digital publishing network.

Dotdash Meredith doesn’t own Viking Cruise Line. They don’t own any cruise lines, for that matter. Their business model is about creating content and selling advertising space—not operating ships.

Viking’s Ownership: A Private Company with a Global Reach

On the other side, Viking Cruise Line is a privately held company. It’s not publicly traded, so its financials aren’t disclosed, but industry estimates suggest it’s worth over $1 billion. The company is majority-owned by its founder, Torstein Hagen, and a group of private investors, including the private equity firm TPG.

Viking has never acquired a media company. Their focus is on cruise operations, not publishing. In fact, their marketing strategy relies on third-party validation—like awards from Travel + Leisure—to build trust with customers. Owning a magazine would be a distraction, not an asset.

Fun fact: Viking does publish its own magazine, Viking The Magazine, which is distributed to guests and potential customers. But it’s a customer-facing publication, not a general-interest travel journal like Travel + Leisure.

How the Cruise Line and Magazine Collaborate (Without Owning Each Other)

Advertising and Sponsored Content

So, if Viking doesn’t own Travel + Leisure, how do they work together? The answer is advertising and sponsored content. Here’s how it breaks down:

• Print ads: Viking buys full-page, double-page, and insert ads in Travel + Leisure magazines. These are labeled as “advertising” or “paid content.”
• Digital ads: On TravelandLeisure.com, you’ll find banner ads, sponsored articles, and video content from Viking. These are clearly marked as “sponsored” or “paid partnership.”
• Event sponsorships: Viking sponsors Travel + Leisure’s World’s Best Awards events, where winners are announced. They get a stage, a microphone, and a chance to speak—but no editorial control.

For example, in 2023, Viking sponsored a “World’s Best Awards” dinner in New York. CEO Torstein Hagen gave a speech, but the awards themselves were based on reader votes, not Viking’s influence.

Editorial Independence: A Key Factor

One of the reasons Travel + Leisure remains trusted is its editorial independence. Their journalists don’t write articles because a brand paid for them. They write because they believe in the story.

That said, Travel + Leisure does publish sponsored content—articles that are paid for but written by their editorial team. These are labeled as “sponsored” or “partner content.” For instance, an article titled “Exploring the Rhine with Viking” might be sponsored by Viking, but it’s still written by a Travel + Leisure writer who actually took the cruise.

Tip: When reading travel content, look for labels like “sponsored,” “paid partnership,” or “editorial.” This helps you understand the source and intent behind the article.

Why the Confusion Persists (And How to Spot the Difference)

The Power of Brand Association

Why do so many people think Viking owns Travel + Leisure? It comes down to brand association. When two brands are seen together constantly, people assume they’re connected at the ownership level. This happens in other industries too:

• Apple and Nike (Apple Watch Nike+)
• Starbucks and Spotify (in-store playlists)
• Uber and Spotify (music during rides)

In travel, the Viking-Travel + Leisure partnership is one of the most visible. They’re both premium brands, both focused on experience over entertainment, and both appeal to a similar audience: affluent, culturally curious travelers aged 50+.

But just because they share a target market doesn’t mean they share a parent company.

How to Tell the Difference: A Simple Checklist

Here’s how to spot whether a brand owns a magazine or just partners with it:

1. Check the masthead: The masthead (usually on the first few pages) lists the publisher, editor, and ownership. Travel + Leisure’s masthead will say “Dotdash Meredith,” not “Viking Cruise Line.”
2. Look for disclaimers: Ads and sponsored content are legally required to disclose their nature. If it says “advertisement” or “paid content,” it’s not editorial.
3. Search for ownership info: A quick Google search like “who owns Travel + Leisure magazine” will give you the answer in seconds.
4. Check the company website: Viking’s website (vikingcruises.com) doesn’t list any media properties. Travel + Leisure’s website (travelandleisure.com) is part of Dotdash Meredith’s network.

Remember: Just because a brand appears in a magazine doesn’t mean they own it. It just means they’re paying for space.

Data Table: Key Facts About Viking and Travel + Leisure

Aspect	Viking Cruise Line	Travel + Leisure Magazine
Founded	1997	1937
Ownership	Private (Torstein Hagen, TPG)	Dotdash Meredith (IAC)
Primary Business	River, ocean, and expedition cruises	Travel journalism and media
Annual Revenue (Est.)	$2-3 billion (estimated)	$100-150 million (estimated)
Key Awards	World’s Best River Cruise Line (11x)	Publisher of the World’s Best Awards
Marketing Partnership	Advertising, sponsored content, event sponsorship	Ad sales, sponsored content, event hosting
Editorial Control	None	Full editorial independence

Conclusion: Clarity in a World of Marketing

So, does Viking Cruise Line own the magazine Travel and Leisure? The answer is a clear no. They are two separate, independent companies with different owners, business models, and goals. Viking operates cruise ships. Travel + Leisure publishes magazines and websites. Their connection is based on marketing collaboration, not corporate ownership.

The reason the confusion exists is simple: Viking is a master at leveraging third-party validation. By partnering with trusted names like Travel + Leisure, they build credibility without having to own the platform. It’s a smart, cost-effective strategy that benefits both parties. Travel + Leisure gets ad revenue and high-quality content. Viking gets the seal of approval from a respected travel authority.

For travelers, this means you can trust the content in Travel + Leisure—even when it features Viking. The magazine maintains its editorial integrity, and Viking’s awards are earned, not bought. The next time you see a Viking ad in a Travel + Leisure issue, remember: it’s not a sign of ownership. It’s a sign of a successful partnership built on shared values—curiosity, culture, and the joy of discovery.

And if you’re planning your next river cruise, go ahead and trust those World’s Best Awards. Just don’t assume the chef owns the critic’s pen.

Frequently Asked Questions

Does Viking Cruise Line own the magazine Travel and Leisure?

No, Viking Cruise Line does not own the magazine Travel + Leisure. The magazine is independently published by Dotdash Meredith, a subsidiary of IAC.

Is there a connection between Viking Cruise Line and Travel + Leisure magazine?

While Viking Cruise Line and Travel + Leisure are separate entities, they occasionally collaborate on content or promotions. However, editorial decisions for the magazine remain independent of Viking.

Why do people think Viking Cruise Line owns Travel + Leisure?

The confusion may arise from Viking’s frequent advertising in Travel + Leisure and its association with luxury travel. Both brands cater to high-end travelers, but they are not affiliated ownership-wise.

Does Viking Cruise Line sponsor Travel + Leisure awards or features?

Viking Cruise Line may sponsor certain events or features, such as the Travel + Leisure World’s Best Awards. However, this does not imply ownership—sponsorships are common marketing partnerships in the travel industry.

Who actually owns Travel + Leisure magazine?

Travel + Leisure is owned by Dotdash Meredith, a digital media company. Viking Cruise Line is a separate business operated by Viking Holdings Ltd.

Can Viking Cruise Line influence Travel + Leisure’s content?

No, Viking Cruise Line cannot influence the editorial content of Travel + Leisure. The magazine maintains strict journalistic independence, even when covering or reviewing Viking cruises.