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Hurtigruten Expeditions rebrands as HX
Expedition cruise operator Hurtigruten Expeditions is undergoing a brand identity refresh complete with a new name.
Set to be introduced in December, Hurtigruten Expeditions will be known as HX.
It will launch a new logo across all materials.
The new name is a nod to Hurtigruten Expeditions and its origins.
Sister business Hurtigruten Norway, which celebrated 130 years of operating the original Norwegian Coastal Express this summer, will simplify its name to just ‘Hurtigruten.’
This is the same name as when it first launched in 1893.
“The name Hurtigruten is synonymous with travel in Norway, just as it has been a renowned travel brand for over 130 years,” said Daniel Skjeldam, CEO, Hurtigruten Group.
“HX will remain at the forefront of expedition cruising and sustainable travel as we continue to significantly grow its global presence.”
With HX, we are investing in our high-end expedition itineraries to some of the most adventurous, remote places around the world.”
Starting this year, HX will be the only cruise liner to exclusively sail the West African archipelagos of both Cape Verde and the Bissagos Islands.
The new HX brand and logo will be fully implemented starting in December, with updates to brochures, websites, and social channels.
Livery repainting of the fleet’s six ships will start over the next 18 months.
Earlier this year, Hurtigruten Group completed an internal restructuring.
The Group also announced a fleet adjustment over the summer, shifting Hurtigruten Expeditions’ battery-hybrid-powered MS Otto Sverdrup to Hurtigruten Norway as of January 2024.
Additionally, MS Maud is redeploying to Antarctica due to growing demand.
In the 2024-2025 Antarctica season, HX will offer guests 36 expedition cruise departures across eight different itineraries from 12 to 24 days.
As well as the polar regions and West Africa, the cruise line offers expedition cruises to Alaska, Iceland, Canada’s Northwest Passage, the British Isles, Galapagos islands and more.
The group most recently announced Hurtigruten Norway’s zero-emission ship, which is set to launch in 2030.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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