Hurtigruten has seen sales through UK travel agents more than double compared to this time last year.
For the year to date, the cruise line’s B2B revenue has grown by 107% year on year, according to Iain Powell, Hurtigruten’s UK and EMEA sales and marketing vice-president.
He revealed the sales surge as he announced the launch on Wednesday (October 16) of a new rewards scheme for UK-based travel agents.
Agents who sign up on the platform before 23:59 on October 31 will qualify for a welcome bonus of 100 points credited to their account.
They will receive 100 rewards points for bookings with the Original range from Hurtigruten, and 200 reward points for Signature bookings.
Every 10 points equals £1 towards a lifestyle voucher that can be used at more than 200 retailers in the UK, from high street shops to food and drink outlets.
“We are now getting close to Christmas, so some people might choose to save a little bit and withdraw them in one go,” Powell told a Travel Weekly webcast.
“This is saying thank you for the support that the UK trade has given us. We are having a really great year; the B2B trade channel is really important to us.
“Those rewards will flex up at key parts of the year. In January and February, we might increase that and try and look to reward agents even more when we are in a really busy peak period.”
He joined the business in March and aimed to expand the number of agent partners.
“We simplified our product offering and tried to make it easier for customers and travel agents to understand it,” he said.
“Agents have done amazing well and they are so important in our future.”
He also hailed the “exceptional work” by the cruise line’s sales team – which was joined by account manager Dave Chidley in May – and the rising popularity of Norway and ‘coolcations’.
Hurtigruten’s customers tend to be older and seeking cooler climates, especially as some Mediterranean resorts can now reach 40 to 45-degree heat, he noted.
“The scenery [in Norway] is outstanding and seeing it from the sea is arguably the best way, because it has got second longest coastline in the world,” he added.
Powell explained how the Original range of coastal voyages appeals to clients who have previously taken escorted tours or river cruises, as the itineraries are “really in-depth” ways of experiencing the Norwegian coast.
Meanwhile, the Signature sailings on MS Trollfjord – which visit Svalbard in the summer and North Cape in winter – appeal more to those who take typical ocean cruises or luxury holidays.
“Signature is doing really well, with cruise specialists and luxury agents…and that is a space that will continue to develop and work on,” he said.
Other support for the trade in 2024 has included a Signature fam trip for 50 agents, revamped online training and immersion evenings at cinemas.
For 2025, Powell aims to run even more fam trips and immersion evenings.
The sales team is also at the annual Association of Touring and Adventure Suppliers conference in Leeds (October 15-16).
“Atas is really important for us – our coastal voyages are akin to a touring product,” said Powell.
“This is a really great group of travel agents for us.”
He highlighted how Hurtigruten is in the process of becoming a separate company to HX Hurtigruten Expeditions, so the rewards scheme only applies to Hurtigruten bookings for Norway cruises.
James Howlett, head of sales at Hurtigruten, added: “This new programme reflects our commitment to building strong, lasting relationships between Hurtigruten and UK travel agents.
“Their support has been a key driver of our success, and we want to ensure they feel valued and appreciated. We’re confident this initiative will enhance our collaboration and lead to even greater success.”
Picture of Trollfjord credit: Hurtigruten