Norway-based Hurtigruten Group made waves in September when it announced a rebrand of its two cruise arms. “Hurtigruten Expeditions” is now known as “HX,” while sister brand Hurtigruten Norway — which began sailing Nordic coastal routes in 1893 — has been simplified to “Hurtigruten.”
As HX settles into its new identity, Hurtigruten, too, has its eye on the future, breaking into new destinations while paying homage to its historic roots.
In addition to Hurtigruten’s two new routes introduced earlier this year — the Svalbard Express and the North Cape Express — the brand will re-introduce three pre-pandemic Arctic itineraries: The 15-day Follow the Northern Lights: Land and Sea Tour; the 15-day Follow the Midnight Sun: Land and Sea Tour; and the 12-day Follow the Stars: Astronomy Voyage. (All three incorporate the line’s Coastal Express Voyage, the first route sailed by the company 130 years ago.)
Excursion offerings will be part of the new partnership with Arctic Umiaq Line.
Credit: 2023 Visit Greenland/Ben Haggar
Hurtigruten also recently began a partnership with Greenland-based Arctic Umiaq Line (AUL), a one-ship, 12-port operation that has been serving Greenland for more than 200 years. Through the partnership, Hurtigruten plans to help the line transition its current coastal service for Greenland locals into an international, sustainable travel product that will include excursion offerings, onboard amenities and overnight staterooms.
Clients sailing to Greenland during Hurtigruten’s three planned voyages (booked through AUL) will rub shoulders with Greenlandic locals, be accompanied by an English-speaking guide and visit remote settlements.
