Hurtigruten has launched its 2010 programme with high hopes that the “sod it” factor will help it maintain double-digit growth for next year.
Sales and marketing director Kathryn Beadle said there has been 12% growth in bookings for the 2010 preview brochure, launched in June.
“Our clients typically are mature, moneyed and educated. They sacrificed their holiday this year and are not prepared to do it again. They see the economy starting to improve and just think ‘sod it, I’m going’.”
Beadle said Hurtigruten is also benefiting from its higher profile in the trade. “We are now on the radar with agents, which was not the case a few years ago.”
The new brochure features an expanded collection of themed cruises as well as new Voyage Plus itineraries, unique to the UK, that combine a coastal cruise with one of two car tours for clients who want to see more of Norway.
Beadle said: “We increased our themed cruises this winter because they are so popular, and our allocation is already full so it makes sense to develop these.
“Our passengers want to immerse themselves in the culture of the places they are visiting. Also, cruising is quite a sedentary experience so if they can combine it with learning they get more from their holiday. They offer a great sales opportunity for agents as we have something to interest everyone.”
New themed voyages for 2010 include Icebreakers, departing October 11 and 18, about the history of polar explorers and exploration, and Lord of the Fjords, on April 7 and 14, themed around Viking history and myth. Both start at £730 per person cruise-only. There are also two wine, beer and food-themed cruises on April 15 and September 16. Prices have yet to be confirmed.
The brochure also features new nine-day Svalbard Explorer cruises in Spitsbergen on explorer vessel Fram in June, with prices from £2,527 per person excluding international flights.
Fram will also be sailing a new 14-day Tale of Two Icelands cruise combining Greenland and Iceland that starts at £3,303 per person cruise-only and an 11-day trip to northeast Greenland and Scoresbysund, the largest fjord in the world, which costs from £3,485 per person cruise-only. Prices exclude international flights.
In Antarctica, the 13-day Weddell Sea Adventure is new, while the 15-day Chilean Fjords and Antarctica trip has been reintroduced. Departures are on November 19 and December 3 2010, with prices from £3,673 per person cruise-only, excluding international flights
The brochure goes on sale on October 1. Agents who make a booking will be entered in a draw, with 10 prizes a week to be given away.