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The acquisition of Hurtigruten Group has been completed by a consortium of investors. The closing of the deal also concludes the separation of Hurtigruten from Hurtigruten Expeditions Holdings Ltd which were previously part of one corporate group. The Consortium is made up of existing investors led by Arini Capital Management, AlbaCore Capital and Barings. A long-term capital investment of approximately €400 million will enable Hurtigruten to continue exploring future growth and development. The company has been offering Norway coastal cruises for 131 years. Hedda Felin, Hurtigruten CEO said, “Today, we have new owners, and we have put in place a very solid foundation for Hurtigruten's future growth and development.” “With the completion of this transaction, Hurtigruten is once again a company focusing exclusively on its two core tasks as a coastal express operator and provider of cruise experiences.” Hurtigruten says demand remains strong for Nordic coastal cruises. At the end of 2024, advance bookings for 2025 and 2026 were significantly higher than 2024 and 2025 advance bookings were at the end of 2023. Hurtigruten will be headquartered in Oslo, Norway and will own and operate 10 ships under the Norwegian flag. The transaction completion will not affect Hurtigruten’s customer bookings, employment terms or day-to-day operations.

Less than two weeks after its launch, Hurtigruten's new travel agent rewards scheme agents has onboarded over 300 travel agents. The enthusiastic response has seen 325 agents sign up. Iain Powell, VP of Sales & Marketing at Hurtigruten, said: "We're incredibly encouraged by the overwhelming response. The number of travel agents signing up shows the deep connections we've built over the years." There is a sign-up deadline of October 31, 2024, for travel agents to register to unlock an exclusive bonus of 100 points, to jumpstart their rewards journey. Agents can register now at http://www.hurtigrutenrewards.co.uk

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  Hurtigruten is not only the iconic leader in Norwegian coastal cruise voyages but also the best opportunity to see what has once again been ranked as the number one bucket list trip/experience: the Northern Lights.   September marks the start of the official Aurora Borealis season, and the coming months will provide one of the best ever viewing opportunities as the Sun heads towards solar maximum in 2024/25 – a peak in solar activity that only occurs every 11 years, resulting in an increased number of charged particles released into space.   Travel company Skyhook surveyed 4,000 people from different countries across the world about their ultimate bucket list experiences. Seeing the Northern Lights came out on top overall, ahead of Machu Picchu, the Galapagos Islands, Antarctica, and an African safari, to name a few other high-ranking dream experiences. Gen Z respondents, born between 1997 and 2012, ranked the Northern Lights the highest of any other group, with around 60% having it at the top of their list.   “While we have offered guests cruises to see the Northern Lights since 1893, this coming winter season will be one of the best ever to see this natural phenomenon due to the solar maximum. Hurtigruten really does offer one of the best possibilities in the world to see the Northern Lights as our ships travel through the large geographical hotspot for the Aurora Borealis – Nordland, Troms, and Finnmark in Northern Norway – for multiple days each sailing. Additionally, the chances of viewing the Northern Lights from a ship are significantly better compared with on land, especially with minimal light pollution onboard Hurtigruten’s ships. That’s why we confidently introduced our unique Northern Lights Promise 10 years ago, and in recent years have added astronomy-led itineraries, and as of this year, our very our Chief Aurora Chaser, offering guests a wide range of options to experience their bucket list wishes,” said Hurtigruten CEO Hedda Felin.   Due to the extremely high visibility rate of the Northern Lights during its cruises, Hurtigruten pioneered the Northern Lights Promise 10 years ago. Earlier this year, the cruise liner introduced the world’s first Chief Aurora Chaser, astronomer Tom Kerss, the esteemed Northern Lights astronomer. He is one of several astronomers partnering with Hurtigruten, and this upcoming 2024/25 winter season, Hurtigruten will offer nine astronomer-led itineraries following a strong response to the 2023/24 season’s astronomy voyages. Meanwhile, Hurtigruten offers 266 itineraries this upcoming winter season where guests can expect to see the Northern Lights.   The designated astronomer-hosted itineraries provide travelers with an onboard Northern Lights expert, offering invaluable insights into the Northern Lights phenomenon. Moreover, they elevate the guest experience by leading digital talks, webinars, and workshops, as well as organizing engaging and innovative guest-focused activities and events.  

Hurtigruten's Chief Aurora Chaser, Tom Kerss.   “Since Hurtigruten launched the Northern Lights Promise a decade ago, nearly a full cycle of solar activity has passed. Now we're approaching solar maximum again, and all signs point to a superb season ahead, exceeding the performance of the last maximum in 2014. There will be ample opportunities to witness dramatic, spellbinding displays of the Northern Lights as choppy space weather, churned up by the Sun, frequently arrives at Earth. With that in mind, it's a perfect time to be planning your aurora-chasing adventure in Arctic Norway. Being always on the move, and with the expertise on board to give you a heads-up, the chances are you won't just cross the Northern Lights off your bucket list, but also add several unique aurora experiences to the top of the list and cross them all off in a single voyage! Now's your chance to experience the unmatched beauty of the Arctic sky, safe in the knowledge that with the Northern Lights Promise, you really can't go wrong,” said Hurtigruten’s Chief Aurora Chaser Tom Kerss.   Earlier this year, Hurtigruten also announced the extension of its Northern Lights Promise period to commence mid-September, rather than October.   Hurtigruten has long been synonymous with the best of Norway's natural wonders, and its various initiatives underscore Hurtigruten's unwavering commitment to providing unparalleled Northern Lights experiences. It also reaffirms Norway as the ultimate destination to witness this awe-inspiring natural phenomenon.

  Hurtigruten, the undisputed travel expert on Norway and its stunning coastline, has become the first travel brand to receive the Made in Norway trademark. The visionary project by the Norwegian government and Innovation Norway aims to promote and celebrate the best of the best Norwegian craftsmanship, authenticity, and sustainability on a global scale.   Following an initial pilot phase, Hurtigruten is one of 22 Norwegian brands, which also includes two of the coastal cruise liner’s partners and suppliers, Aurora Spirits and Mack Brewery, to join the initiative.   To be awarded Norway’s official mark of origin, Made in Norway, a company must adhere to a rigorous application process that includes stringent criteria focusing on product excellence and a clear commitment to sustainability, ensuring that only the highest standards of Norwegian quality are upheld under the new Made in Norway brand. The certification trademark is designed to increase the competitiveness of Norwegian products and solutions on the international market.   “Hurtigruten is the ultimate travel brand to represent Made in Norway around the world. With our 131 years of operations and long-time ambitions for more sustainable solutions, no other brand knows, highlights, or supports the Norwegian coast and its amazing local communities as we do. Our food concept has been called Norway’s Coastal Kitchen for over a decade as 80% of all our food onboard is locally sourced in high season, offering our guests the best possible taste of Norway, both in terms of senses and tastes. We represent Norway with honour, along the coast and in Svalbard, and across the world,” said Hurtigruten CEO Hedda Felin.   Iain Powell, VP Sales, and Marketing, UK & EMEA added, “Receiving the Made in Norway trademark validates our position as the only truly authentic way to experience the Norwegian coastline. With year-round sailings, exceptional excursions, and excellent onboard local expertise, we can offer UK travellers an experience that's genuinely Norway by Norwegians.”   Furthermore, the Made in Norway initiative is launched during Hurtigruten’s Live the Legend of Norway campaign, further underlining Hurtigruten’s alignment and commitment to promoting not just destination Norway, but the full embodiment of everything Norway represents to visitors.   Hurtigruten has launched multiple industry-leading initiatives, most recently its commitment to reach zero edible food waste and the SeaZero project that is currently in the research and development phase to create its first zero-emission ship by 2030. It also follows the largest upgrade in European maritime history that is currently underway, and by first-quarter 2025, Hurtigruten’s fleet will comprise four battery-hybrid-powered ships, as well as an overall 25% reduction in fuel consumption and CO2 emissions across the fleet.   Hurtigruten has also taken a leading position in not only offering travellers the best possible way to experience Norway but is also a natural leader in promoting one of the country’s biggest draws, the Northern Lights. The cruise liner’s unique Northern Lights Promise celebrates its 10^th anniversary this year, and earlier this year, it introduced the world’s first Chief Aurora Chaser, astronomer Tom Kerss. This upcoming 2024/25 winter season, Hurtigruten offers nine astronomer-led itineraries.   As of now, Hurtigruten will incorporate the Made in Norway branding worldwide across channels and markets reaffirming its commitment to promoting Norwegian excellence and sustainability in the travel industry.

  Hurtigruten, proudly introduces its latest addition: Signature, its premium category crafted to elevate the coastal Norway cruising experience.   Drawing inspiration from the golden age of ocean liners, The Svalbard Line and The North Cape Line, summer and winter editions, are meticulously crafted to offer guests an elevated experience along Norway's iconic coastline. Expanding upon what was formerly known as The Svalbard Express and The North Cape Express, the offerings have now doubled in capacity responding to the growing demands from guests and demonstrating Hurtigruten's commitment to innovation and meeting the desires of travellers seeking extraordinary experiences amidst Norway's stunning landscapes. This offers an unrivaled way to experience the coastline, demonstrating Hurtigruten's commitment to innovation and meeting the desires of travelers seeking extraordinary experiences amidst Norway's stunning landscapes.   With the simultaneous introduction of the new 2025/26 program, guests can now choose between the elevated Signature experiences and the unique Original Coastal Express, which Hurtigruten pioneered back in 1893.   For the 25/26 season, Hurtigruten is delighted to offer guests more departure options, including additional Signature voyages departing from Oslo. This expansion provides travellers with greater flexibility in planning their Norwegian coastal adventure, allowing them to embark on their journey from the vibrant capital city of Norway.   Introducing Signature Voyages   At the core of the latest season's offerings lies the introduction of innovative Signature voyages, drawing inspiration from the golden age of ocean liners. The Svalbard Line (summer season) and The North Cape Line  (winter season) are meticulously crafted to offer guests an exclusive opportunity to ‘Live the Legend of Norway’. These carefully curated small-ship sailings promise an elevated experience along Norway's iconic coastline, allowing guests to immerse themselves in the rich tapestry of natural wonders and cultural treasures that define this unique region.   Launched last year as the Svalbard Express and the North Cape Express, the company's first two premium sailings in its 130-year history, the new names reflect the expansion and product enhancements, while also differentiating them further from the Original Coastal Express products.   "Our Signature voyages embody the essence of Norwegian coastal cruising," added Felin. "Each itinerary has been thoughtfully designed to ensure our guests embark on a journey that captures the very essence of Norway's coastal charm and heritage."   Key highlights of the Signature voyages include tailored itineraries with longer port stays, allowing guests ample time to explore each destination in depth:  

• All-Inclusive Experience: Guests will indulge in an all-inclusive culinary journey, savoring authentic Nordic cuisine crafted by our award-winning chefs, while enjoying premium beverages amidst the stunning Norwegian scenery. Suite guests have complimentary access to the award-winning restaurant Røst, launched last year, which is available to all guests at a small fee.
• Enhanced Guiding: With an expanded Coastal Experience Team on board, guests will benefit from personalized guiding and insights into Norway's culture, history, and natural wonders, enriching their voyage experience.
• Exclusive Activities: Signature voyages offer an array of exclusive activities such as hikes, excursions, lectures, and photography workshops, allowing guests to engage with Norway's picturesque landscapes in meaningful ways.
• Relaxation Amenities: From serene sauna sessions to other relaxation activities, guests can unwind and rejuvenate amidst the tranquility of Norway, immersing themselves fully in the Norwegian way of life.

  Responding to the growing demand from guests, departure capacity from Oslo has been doubled, opening more opportunities than ever to experience the breathtaking journey from Norway's southernmost to northernmost points. Between autumn and spring, Hurtigruten’s ship MS Trollfjord offers The North Cape Line from the Norwegian capital. With visits to 14 ports, there's ample time for excursions like skiing, dog sledding, and snowshoeing. Guests spend up to eight days above the Arctic Circle, increasing their chances of witnessing the mesmerizing Northern Lights, backed by Hurtigruten's highly popular Northern Lights Promise.   From May to September, The Svalbard Line departing from Bergen aboard MS Trollfjord invites travelers to explore cherished destinations along Norway's coastline and venture into the realm of Svalbard whilst basking in the Midnight Sun.   Expanded Departure Options: More Sailings from Oslo   For the 25/26 season, Hurtigruten is delighted to offer guests more departure options, including additional Signature voyages departing from Oslo. This expansion provides travelers with greater flexibility in planning their Norwegian coastal adventure, allowing them to embark on their journey from the vibrant capital city of Norway.   "Oslo stands out as perhaps the most happening Scandinavian capital, offering a vibrant fusion of culture and nature," said Hedda Felin, CEO of Hurtigruten. "This expansion provides travelers with greater flexibility in planning their Norwegian coastal adventure, allowing them to embark on their journey from the dynamic heart of Norway's capital city."   Continued Original Voyages: Heritage and Authenticity Along the Norwegian Coast   In addition to the Signature voyages, Hurtigruten continues to offer its renowned Original Coastal Express, embodying the heritage and authentic charm of Norwegian coastal cruising. These iconic voyages connect local communities and offer guests an authentic glimpse into everyday life along Norway's stunning coastline.   "Our Original voyages are a testament to the enduring essence of Norwegian coastal cruising," says Felin. "They provide guests with an opportunity to experience the rhythm of life along Norway's coast, from bustling ports to tranquil fjords."   Even More Northern Lights   Earlier this year, Hurtigruten introduced Tom Kerss as the world’s first Chief Aurora Chaser and the extension of its Northern Lights Promise for the 25/26 season. Kerss will join selected sailings, bringing his renowned expertise in aurora observation and photography to enhance the guest experience.   "Having Tom Kerss on board as our Chief Aurora Chaser underpins our commitment to providing guests with unforgettable experiences," said Hedda Felin. "Tom's expertise enhances our guests' understanding and appreciation of the Northern Lights, ensuring they have the opportunity to experience this awe-inspiring natural phenomenon in all its glory."   Additionally, the extended Northern Lights Promise reaffirmed Hurtigruten's dedication to providing unparalleled opportunities for guests to witness the mesmerizing spectacle of the Northern Lights. This unique guarantee assured guests that if the Northern Lights did not make an appearance during their voyage, they would receive a complimentary six- or seven-day voyage to try again the following season.   "At Hurtigruten, we understood the importance of experiencing the Northern Lights, and we wanted to ensure our guests had every opportunity to witness this extraordinary natural wonder," added Felin. “Refining how we organize our offerings makes it easier for guests, agents, and other partners to navigate. Seamless from the initial dreaming and research phase, they can choose between original voyages for The Coastal Express or Signature voyages comprising The North Cape Line and The Svalbard Line.”

  Hurtigruten, the iconic leader in Norwegian coastal voyages, has extended its unique Northern Lights Promise to September, allowing travelers to experience one of the world’s most natural wonders for an even longer period.   Hurtigruten has long been synonymous with the best of Norway's natural wonders, and in a commitment to ensuring guests have the best possible chance of experiencing the Aurora, the company has extended its Northern Lights Promise to start in mid-September rather than October.   The policy extension will allow thousands of guests to feel more confident experiencing the phenomenon that is on many travelers’ bucket lists, reaffirming Norway as the ultimate destination to witness this awe-inspiring natural phenomenon.   Having sailed the Norwegian coastline for more than 130 years, no company does Norway better than Hurtigruten, which is why the company has extended its acclaimed Northern Lights Promise, which it was the first-ever cruise line to offer. The policy provides guests with a second chance guarantee to see the lights if they do not occur within sight of the ship during a voyage of 11 days or more.   “At Hurtigruten, we firmly believe that Norway is the best place to experience the Northern Lights and that our coastal cruises offer the best way to explore Norway. We are thrilled to extend our Northern Lights Promise sailing period, allowing more guests to immerse themselves in the magic of the Aurora Borealis," said Hedda Felin, CEO at Hurtigruten. "This commitment reflects our unwavering dedication to providing exceptional experiences and ensuring that every journey with Hurtigruten is truly extraordinary."   In addition to extending the sailing period, Hurtigruten will continue to offer select astronomer-hosted sailings during the 2024/25 and 2025/26 seasons, following their successful introduction last year. The Astronomy Voyages offers guests exclusive opportunities to sail with renowned astronomers and enjoy multiple lectures and Northern Lights viewings onboard, making it an even more unforgettable voyage.

HX (Hurtigruten Expeditions is rolling out an 'all-inclusive' onboard offering as standard across the whole fleet. This will be introduced later this year, covering all destinations. As part of a phased approach, HX will start with Antarctica & Galápagos expeditions departing in October 2024. The 'all inclusive' offering includes expert-led daily expeditions, access to science-led activities both on board and in the wild, as well as drinks. The changes are part of a larger project to enhance the overall expedition cruise experience, as well as simplifying the product for travel agents. Alex Delamere-White, HX Chief Commercial Officer, said: "Expedition cruises can be a complex product for agents to sell, given the unique destinations we visit and varying experiences by operator.” “We're confident that by including so many elements as standard in the price, we can simplify life onboard and enhance our trade-friendly focus.” For guests booking a HX expedition, starting with Antarctica and Galápagos expeditions, their regular grade cabin will now include expeditions and activities such as hikes, community visits and talks, full board dining with house wine and beer, free Wi-Fi and gratuities. 

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Expedition cruise line HX (Hurtigruten Expeditions has announced changes in its global commercial leadership team. Alex Delamere-White’s official appointment as Chief Commercial Officer (CCO) was confirmed, following six months as acting interim CCO. Based out of the new HX HQ in London, Delamere-White will bring the global functions under one leadership model. Additionally, there are newly evolved roles for Nathaniel Sherborne and Jim Sayer. Sayer is appointed to SVP Global Marketing bringing together the global marketing functions under his leadership. As MD & VP Europe and Global Sales Enablement, Sherborne will extend his remit to include Europe and a new Global Sales Enablement Function. This includes the co-ordination of B2B activities for HX globally. Delamere-White brings has a broad range of cruise experience having led multi-site sales and marketing teams, e-commerce and loyalty programs for Carnival UK including P&O Cruises, Cunard, and Princess Cruises for over a decade. Most recently he was Chief Commercial Officer for McCarthy Stone, a leading property developer. Delamere-White said: “The last six months has seen pivotal change for HX, and I’m excited to see what the future holds.” 'My main focuses will be to continue to upweight our concentrated efforts on B2B and making long-term investments in our partnerships with the travel trade.” 

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HX and Hurtigruten have unveiled the next phase of their new brand identities. Ahead of Wave Season, the brands are launching new visual profiles, websites, social channels, brochures, and booking materials to differentiate their brands. Hurtigruten Expeditions cruise brand is now transforming to HX, while Hurtigruten Norway, which celebrated 130 years this summer, will continue with its original name, simplified to just Hurtigruten. "This marks a defining moment as HX and Hurtigruten embark on the next phase of their distinct journeys," said Daniel Skjeldam, CEO of Hurtigruten Group. Both the HX expedition cruise brand and Hurtigruten are wholly owned by Hurtigruten Group. New logos and visual identities will differentiate the brands. Both websites have been redesigned. HXs revamped website is at HXexpeditions.com. A full domain transition, including employee email addresses will be undertaken from April 2024. Hurtigruten will use the original Hurtigruten.com address with a split screen guiding visitors to either brand page until April. While maintaining separate social channels since 2021, HX will transition across platforms from 'Hurtigruten Expeditions' to 'HX Hurtigruten Expeditions.' Both brands will update and align future content with the refreshed brand identity. The new channels for both brands are live: Facebook: HX Hurtigruten Expeditions and Hurtigruten Instagram: HXHurtigrutenExpeditions and Hurtigruten LinkedIn: HX Hurtigruten Expeditions and Hurtigruten Norway YouTube: HX Hurtigruten Expeditions and Hurtigruten HX has also revamped guest communications. Starting this month, guests see a redesigned digital journey upon booking. Post-expedition, guests will gain access to a redesigned Logbook. Later this year, both the expedition line's B2B Portal and Guest App will undergo updates to align with the new visual identity. Over the next 12 months, onboard guests will witness HXs rebrand with updates notice physical elements—uniforms, room key cards, crew name badges, water bottles and more. In 2024, the fleet's six ships will be repainted and sail under new livery by the year end. "Each brand has its own, unique story. Bringing their identities to life is essential for global audience growth," Skjeldam added.

HX (Hurtigruten Expeditions) has made a trio of hires for its trade team. It appointed Hayley Van Der Steen and Sophie Nelson as Trade Partnership Managers, alongside Megan Lewis, Inside Sales Executive. They bring extensive cruise and travel experience which will bolster relationships with travel agent partners. HX’s trade partnership managers and inside sales team are central to trade relations success, providing crucial support to travel agents. Hayley Van Der Steen brings 20 years' experience in the travel and hospitality sector, including business development roles. She also has first-hand experience onboard cruise ships as a Senior Officer. She brings a wealth of knowledge and a strong network of trade contacts. Recently becoming part of the ITT Board of Directors, Sophie Nelson has experience in key business roles, driving revenue and managing relationships. She started her career as a travel and partnership coordinator. As Trade Partnership Managers, they will be managing everything with the travel agent partners, from commercial and marketing, to system integration, product knowledge and training. The appointment of Megan Lewis as HX’s Inside Sales Executive brings additional sales support to trade partners, ensuring they receive the help they need. She will be facilitating front line incentives, as well as organising ship visits and Fam trips for trade agents. Nathaniel Sherborne, VP of Sales and Marketing UK and Nordics,  said; “The expansion of our team is a pivotal moment for us at HX, marking a long-term investment in the travel trade.’ “We welcome Hayley, Sophie and Megan, and are excited to have three seasoned professionals join us.”

Expedition cruise operator HX (Hurtigruten Expeditions) unveiled its 2025-2026 season, adding a raft of new ports, landings, and itineraries. The season will showcase over 80 itineraries across five continents. As well as Alaska, Antarctica, Greenland and the Northwest passage, HX will offer more warm waters expedition cruises following its inaugural season in West Africa (launching November 2023). The programme includes the largest ever offering in Greenland with the addition of a fourth vessel, MS Spitsbergen. It is launching four itineraries, including three 'Grand Greenland' voyages that start and end in Nuuk: Icy Giants of Disko Bay, Mythical Lands of the North and Farthest North to Thule and Kane Basin. HX will offer two new itineraries in Iceland: Iconic Iceland - The Maritime Ring (onboard MS Maud) and Elemental Iceland – Circular Saga (onboard both MS Fridtjof Nansen and MS Maud). All three departures will leave from Reykjavik, where HX became the first cruise company to connect to shoreside electricity in Iceland. In 2025, HX will introduce four new Arctic Canada sailings, all originating from or concluding at the new port in Nuuk, Greenland. These voyages will encompass two Northwest Passage crossings, Guests can choose between the iconic east-to-west route, pioneered by Norwegian explorer Roald Amundsen, and the new west-to-east sailing onboard MS Roald Amundsen from Alaska to Greenland. There will be 50 Antarctic expeditions facilitated by the addition of a fourth ship, MS Maud, in the 2023-2024 season. The new Svalbard in Spring – Return of the Sun itinerary includes areas seldom explored and include glacial hikes and kayaking safaris. HX will also return to West Africa, where it will be the only cruise line to exclusively sail the archipelagos of both Cape Verde and the Bissagos Islands.