Hurtigruten re-brands operations

2023-09-29T11:18:59+00:00 September 29th, 2023|Marketing|

Hurtigruten Group has re-branded Hurtigruten Expeditions to HX, while Hurtigruten Norway’s Coastal Express returns to its original name of Hurtigruten, when launched in 1893.

The new identity will come online this December.

Hurtigruten Norway, which celebrated 130 years of operating the original Norwegian Coastal Express this summer, will continue with the name but simplified to just Hurtigruten, meaning ‘the fast route’ in Norwegian.


Both Hurtigruten Expeditions and Hurtigruten Norway are 100% owned by Hurtigruten Group and form a portfolio of sustainable travel brands involving land-based activities, including hotels, restaurants, and more through Hurtigruten Svalbard, and a 25% stake in Ecuador-based Metropolitan Touring, which offers sustainable travel in the Galápagos Islands.

“The name Hurtigruten is synonymous with travel in Norway, just as it has been a renowned travel brand for over 130 years. Today’s evolution of our brand identities is the culmination of the work that started in 2021 when we split the two brands,” explained Daniel Skjeldam, Hurtigruten Group CEO.


“HX will remain at the forefront of expedition cruising and sustainable travel as we continue to significantly grow its global presence while strengthening Hurtigruten’s iconic position on the Norwegian coast. With HX, we are investing in our high-end expedition itineraries to some of the most adventurous, remote places around the world.


“While we have traditionally been known as the Polar experts, we launched the Galápagos Islands last year, which is already our third most popular destination. And we will be the only cruise liner to exclusively sail the West African archipelagos of both Cape Verde and the Bissagos Islands in this year’s most exciting new itinerary, which we are launching this Autumn,” he said.

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 commence over the next 18 months.

In 2020, a separation of the two brands was announced to enhance operational and commercial autonomy for each business, allowing for the delivery of different guest experiences.


Separation implementation began in 2021, and earlier this year, Hurtigruten Group completed its internal restructuring to align commercial and support functions with the dedicated ship operations.


The Group also announced a fleet adjustment over the summer, shifting Hurtigruten Expeditions’ battery-hybrid-powered ‘Otto Sverdrup’ to Hurtigruten Norway as of January, 2024, while redeploying ‘Maud’ to Antarctica, due to growing demand.


In the 2024/2025 Antarctica season, HX will offer guests more choices than any other expedition cruise company, with 36 departures across eight different itineraries spanning 12 to 24 days, the company claimed.

Also claimed to be the most sustainable fleet in the industry, HX’s vessels include ‘Roald Amundsen’, the world’s first battery-hybrid-powered ship, and her sistership, ‘Fridtjof Nansen’.

Hurtigruten Group also said that it remained committed to becoming the world’s most sustainable adventure travel company by investing in technologies and solutions to achieve emission-free travel by 2050.

To this end, the company recently announcing Hurtigruten Norway’s first zero-emission ship, which will be launched in 2030.