In Conversation with John Waggoner

Liz Fleming asked John Waggoner, Founder and CEO of Victory Cruise Lines about their intimate two-ship fleet sailing on the Great Lakes and why this kind of cruise is so appealing to many guests for close-to-home cruising.

Victory Cruise Lines returned to the market with a great deal of attention. What has stood out most to you in the first year based on guest feedback? 
What has been most gratifying is how consistently guests tell us that Victory exceeded their expectations – particularly those who consider themselves seasoned travellers. The reviews speak to a sense of discovery paired with comfort. Guests love that they’re exploring iconic North American destinations in a way that feels fresh, unhurried, and deeply immersive. Many say, “I’ve been to these cities before – but never like this.” That tells us we’re doing something truly special.

Why do you think the Great Lakes resonate so deeply with Canadian travellers in particular?
The Great Lakes are part of Canada’s cultural and historical DNA. Sailing them offers a powerful sense of connection — to trade routes early settlements, Indigenous history, and maritime heritage. When guests travel by ship they see these places as they were meant to be seen: from the water. Ports like Toronto, Thunder Bay, Georgian Bay, Mackinac Island, and Québec City reveal layers of history and beauty that are often missed when travelling by land. For Canadians, it feels both nostalgic and revelatory.

Many travellers have been to places like Chicago or Toronto before. What changes when you arrive by ship?
Perspective—instantly. There’s something powerful about approaching a great city the way early travellers and merchants did: by water. The skyline reveal is unforgettable, and you understand how the waterfront shaped the city’s identity. We think Canadians in particular would love that viewpoint—seeing these Great Lakes cities from the water gives you a new appreciation for places you may already know. It’s familiar, but it feels brand new.

Your all-inclusive approach is often mentioned in reviews. What does “all inclusive” mean with Victory in practical terms?
It means guests can relax into the experience. Shore excursions are included, and they’re curated — thoughtful, well-paced, and led by experts who bring the destination to life. Onboard, service is highly personal, dining is elevated and regionally inspired, and the overall experience is designed to feel seamless. For guests who value quality and simplicity, it’s the difference between a trip that feels “managed” and one that feels effortless.

What do you want a discerning traveller to take away from a Great Lakes voyage with Victory?
That extraordinary travel doesn’t always require going far — it requires going deeper. The Great Lakes deliver history, culture, and beauty on a grand scale, and Victory delivers it in a way that’s intimate, comfortable, and thoughtfully curated. Guests leave feeling they’ve truly seen these places, not just checked them off. And the reviews tell us that sense of surprise and delight is exactly what people are looking for right now.