HX: Hurtigruten Expeditions Transforms with Rebranding

In an exciting development, Hurtigruten Group AS is moving its adventure travel brand, Hurtigruten Expeditions, to greater heights through a rebranding initiative, officially unveiling it as HX.

Rebranding for a New Era

Meanwhile, Hurtigruten Norway, renowned for an impressive 130 years of operating the original Norwegian Coastal Express, will continue with its iconic name, in a simplified form – “Hurtigruten.” This decision preserves the same historic name it proudly bore during its maiden voyage in 1893, symbolizing “the fast route” in Norwegian.

Daniel Skjeldam, CEO of Hurtigruten Group, highlighted the significance of this branding evolution, stating, “The name Hurtigruten is synonymous with travel in Norway, with over 130 years of being a renowned travel brand. Our journey of brand identity refinement, initiated in 2021 with the separation of the two brands, has reached its culmination.

HX will remain a leader in expedition cruising and sustainable travel as we continue to expand its global presence while solidifying the expedition line’s iconic status along the Norwegian coast. We are making substantial investments in high-end expedition itineraries, including an eagerly anticipated new voyage to the West African archipelagos of Cape Verde and the Bissagos Islands launching this autumn.”

Global Expansion and Identify Refresh

The rollout of the fresh HX brand and logo is scheduled for December, encompassing updates across brochures, websites, and social media platforms. Concurrently, the fleet’s six ships will undergo a rebranding process over the next 18 months.

Enhancing Guest Experiences

This bold rebranding initiative, initiated with the strategic separation of the two brands in 2020, aims to empower each business with enhanced operational and commercial autonomy, resulting in unique and exceptional guest experiences. The separation was conducted in 2021, and this year, Hurtigruten Group concluded an internal restructuring effort to align commercial and support functions with dedicated ship operations.

Additionally, the group recently announced a fleet adjustment, with the MS Otto Sverdrup, a battery-hybrid-powered vessel from Hurtigruten Expeditions, set to join Hurtigruten Norway in January 2024. Simultaneously, the MS Maud will be redeployed to Antarctica to meet the rising demand for expedition cruising.