Hurtigruten expects sales for its 2010/11 Northern Lights programme to rise by up to 35%, matching the increase for the last winter season.
Sales and marketing director Kathryn Beadle said growth would be fuelled by the availability of longer durations, more younger people wanting to see the natural phenomenon and more sales through the trade.
“I will be disappointed and will eat my hat if we don’t get at least another 35% increase next winter,” she said.
“We’ve got a significant number of people going for longer. Whereas it was very much treated as a short break before, more people are going for the whole 12 days.
“It is not that much more expensive to stay for longer and it gives the customer more of an opportunity to see the Northern Lights.
“The younger generation sees the lights as quite hip and, with all the other activities you can do, it makes for quite a different short break.”
Beadle said the market had benefited from increased trade interest. Two years ago agents accounted for 45% of the programme’s sales, a proportion that increased to 70% in winter 2009/10.
Much of this has been due to the growth in group sales, which trebled last year. This was due to agents taking advantage of increased training and offers such as a free place for groups of 11.
The operator has also added 10 excursions to the programme including extra snowmobile safaris and a mountain lodge dinner with arrival via cable car.
Prices for the programme lead in at £795 for the Venture into the Arctic tour from Bergen to Tromso including return flights and five nights’ half-board accommodation.