Hurtigruten says an increase in group bookings by the trade has led to an 80% rise in reservations for its Northern Lights’ programme compared to last year.
Sales and marketing director Kathryn Beadle said there are already twice as many groups confirmed now compared to the same time last year.
She said: “To be 80% up in the current climate is positive. There is clearly demand for the product. When we launched in May, we knew we wanted to target agents’ group business and drive this forward.”
Hurtigruten offers one free place for every 10 passengers on group bookings, which agents can give to their clients, use it as an escort place or simply add to their bottom line.
Beadle said the themed astronomy and digital photography cruises are also proving popular, with all departures already more than 75% sold.
Hurtigruten is offering two five-night astronomy cruises, departing on February 3 and March 11, and two seven-night digital photography cruises, on January 22 and February 2. Last year there was only one of each.
Beadle said Hurtigruten is also benefiting from a TV documentary last year starring Joanna Lumley searching for the Northern Lights, which raised awareness of the product “beyond expectations”.
“When customers actually see it, they start to understand the beauty and want to experience it themselves,” she said.