Hurtigruten has encouraged agents to take a more “nuanced” approach to sourcing the right customers for its Norway product, and to recognise it has a difference “essence” to other cruise lines.
Anthony Daniels, vice-president of sales and marketing EMEA at Hurtigruten, formerly known as Hurtigruten Norway, told a Travel Weekly webcast agents should “change their mindset about what the guest experience is going to be” on board a Hurtigruten ship.
“We don’t have casinos, nightclubs or captain’s cocktail parties; that’s not our bag,” he said. “[Hurtigruten] is not the essence of what you see from a traditional cruise line.
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“The message to our trade partners is very much not to look at the ship, but look at what the experience is going to bring and find those clients who want the immersive experience and to get involved with communities. That’s the nuance we’ve got to see.
“From a trade point of view, it’s about identifying the demographic of the client base that you want.”
He also urged agents to view Hurtigruten as a year-round touring product and not to sell it only as a Northern Lights destination, highlighting adventure and touring customers as a key group.
“People will come and see us in the winter, brought in by the Northern Lights, and realise that this is a product that operates all year round, so they come back for different seasons,” he said.
“What about those customers that like Scandinavian touring? Or city breaks? What about young, active people who like mountain biking or water sports? They are the ones we want to start appealing to.
“It really is a case of whenever you come to Norway, we’re there.”
Hurtigruten chief executive Hedda Felin praised the performance of the UK market, and said she is “very encouraged” about future sales for the business.
She added: “We have a strong relationship with UK guests and the UK market is extremely important to us.
“I’m happy to say 2023 will be a very good, robust year and, after challenging years, it’s great to see people want to travel again and Norway, the Norwegian coast and the Hurtigruten product really fit into what people want to experience.”