Hurtigruten Expeditions Cruises To Rebrand As HX

24.09.2023 - 12:01 / forbes.com / Roald Amundsen / Fridtjof Nansen / Cruises

Expanding expedition cruise company Hurtigruten Expeditions has announced a new brand identity. From December, the company will be known as HX, although it will take up to 18 months to change the livery on all ships in the fleet.

Hurtigruten Expeditions runs expedition cruises around the world to some of the world’s most remote and pristine destinations. Small vessels designed for challenging waters travel to the likes of the Arctic, Antarctica, Africa, and the Galapagos Islands throughout the year.

The rebranding exercise is most likely due to the need to move away from the historic Hurtigruten branding associated with the Norwegian coastal voyage. Sister company Hurtigruten Norway runs a regular cruise ferry service to 34 ports along the Norwegian coastline as part of the route’s 130-year heritage.

Although the branding association with the Hurtigruten name helped the standalone expeditions company get started, it’s now arguably holding it back.

The expedition cruise product is positioned differently and although it does use some of the refurbished former coastal ferries, the newer expedition ships are notably different, and notably more premium.

New ships Roald Amundsen and Fridtjof Nansen were specifically designed as expedition vessels with custom-built equipment including kayaks, underwater drones and expedition boats.

Customer confusion has long been evident in the various Hurtigruten Facebook groups. The situation wasn’t helped by the fact that Hurtigruten Norway launched special cruises to celebrate the coastal route’s anniversary, while Hurtigruten Expeditions offer expedition cruises in Norway.

"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,” said Daniel Skjeldam, Hurtigruten Group CEO.

The two companies remain part of Hurtigruten Group, which also operates sustainable land-based tourist operations in places such as Svalbard, and a stake in the Ecuador-based sustainable travel company Metropolitan Touring.

Originally known for its Arctic and Antarctica itineraries, Hurtigruten Expeditions has recently broadened its offering.

Warm weather destinations including the Galapagos Islands and the western coast of Africa have broadened the reach of the brand.

As HX, the company will continue to invest in new itineraries. “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,” said Skjeldam.

Antarctica will be a major part of the HX program going