Hurtigruten Expeditions cruise company to rebrand as HX in December

   September 20, 2023 ,   Cruise Industry

Hurtigruten Group AS, renowned for pioneering the world's first expedition voyage back in 1896, is advancing its adventure travel brand, Hurtigruten Expeditions, to the next phase.

This development includes the introduction of a new global brand identity set to launch this December. Under this transformation, the brand will adopt a new name, "HX," along with a refreshed logo across all promotional materials. The selection of the name "HX" pays homage to the origins of Hurtigruten Expeditions.

Meanwhile, Hurtigruten Norway, which recently marked 130 years of operating the original Norwegian Coastal Express, will continue under its iconic name, albeit simplified to just "Hurtigruten." This name harks back to its inception in 1893 when it first embarked on its journey, symbolizing "the fast route" in Norwegian.

Both Hurtigruten Expeditions and Hurtigruten Norway are wholly owned subsidiaries of Hurtigruten Group, forming part of a portfolio of sustainable travel brands that encompasses land-based activities, including hotels and restaurants through Hurtigruten Svalbard, as well as a significant 25% stake in Metropolitan Touring, a pioneer in sustainable travel in the Galapagos Islands.

The rollout of the HX brand and logo is scheduled for December, encompassing updates to brochures, websites, and social media channels. Additionally, a fleet-wide livery repainting process will commence over the next 18 months.

In 2020, the strategic separation of the two brands was announced, aimed at enhancing operational and commercial autonomy for each business, enabling distinct guest experiences. The separation implementation began in 2021. Earlier this year, Hurtigruten Group completed an internal restructuring to align commercial and support functions with dedicated ship operations.

The Group also adjusted its fleet during the summer, moving the battery-hybrid-powered MS Otto Sverdrup from Hurtigruten Expeditions to join Hurtigruten Norway as of January 2024, in response to increased demand. Simultaneously, MS Maud was redeployed to Antarctica. In the 2024-2025 Antarctica season, HX will provide guests with an extensive selection of 36 departures across eight different itineraries ranging from 12 to 24 days.

As leaders in expedition cruising, HX remains committed to delivering immersive small-ship experiences, characterized by exploration, scientific research, expert-led lectures, and community advocacy. The Hurtigruten Group offers a wide range of itinerary options, covering Antarctica, the Galapagos Islands, Greenland, Svalbard, and the West African coast, as well as other destinations like Alaska, Iceland, Canada's Northwest Passage, the British Isles, and more. HX takes pride in operating the industry's most sustainable fleet, featuring ships like the pioneering MS Roald Amundsen, the world's first battery-hybrid-powered vessel, and its sister ship, MS Fridtjof Nansen.

The Hurtigruten Group is firmly committed to becoming the world's most sustainable adventure travel company by investing in technologies and solutions to achieve emission-free travel by 2050. As part of this commitment, they recently announced the launch of Hurtigruten Norway's zero-emission ship scheduled for 2030, reaffirming their leadership in sustainable adventure travel.