Hurtigruten has seen bookings to date in January increase by more than 50% compared to the same period last year.


The specialist Norway line said there had been a 75% increase in web hits during the past two days after a BBC show featured the Northern Lights in northern Norway.


Hurtigruten’s website had its highest ever web hits at 8pm when the BBC Stargazing Live show broadcast.


The largest growth was seen from mobile devices with an increase of 283% from people accessing the site using tablets and a 670% increase in those using mobile phones (compared to the same period last year).


In total, 40% of all people accessing the website were using a tablet or a mobile.


Kathryn Beadle, managing director, said: “This clearly illustrates just how much technology has changed the way we are choosing a holiday. While the programme was on-air, Twitter was alive with comments about the Northern Lights and consumers were researching different ways to see them while sat in front of the television.


“It shows that holidays can be an impulsive purchase if the proposition excited them enough.”