Hurtigruten will prioritise broadening its trade distribution in the UK once it has finalised its split from HX Hurtigruten Expeditions.
Iain Powell, Hurtigruten UK and EMEA vice-president of sales and marketing, said: “It is a pivotal moment for both businesses, and it gives both of us space now to go and deliver on the plans we’ve set out.”
He said Hurtigruten had “significant growth aspirations over the coming years”, pending the €250 million investor deal completing in mid-January, and the UK market and trade would form “a key part” of the line’s goals.
“One of the key focuses in the UK will be continuing to broaden our business-to-business distribution,” he said. “We want to reach new partners, solidify existing relationships and make sure we are a really great partner to work with.”
Powell stressed there would be “no practical implication” for how agents, customers or partners worked with Hurtigruten post-split as it was “still very much business as usual”.
He added that travel agent sales had doubled year on year in the 12 months to October 2024 and said the company “absolutely expects and hopes that growth will continue”.
Hurtigruten plans to double its fam trip programme in 2025, continue its UK-based educational events such as its Cineworld series in September, and ramp up its new Hurtigruten Rewards programme which launched in October and is nearing 500 members.
Another priority will be placing “focus back on Norway as a trending destination” and leaning into Hurtigruten’s 130-year heritage.
Powell explained: “We know demand for coolcations and Norway is there, and we’re in a really great place to service that because of our experience on the Norwegian coast, but what we need to do is go and find those consumers as our product is a really nice gateway into cruise.”
He also highlighted its Signature Cruises as another focus.
The programme offers premium experiences with longer stays in port and trips to visit Svalbard in the summer and North Cape in the winter.
UK sales for the series were up 60% in 2024 and represent “a really nice segue” for an existing cruiser that may want to experience a smaller ship or bucket-list itinerary, he added.