In a groundbreaking move, Hurtigruten Group, a vanguard in sustainable travel, has announced a major rebranding initiative, encompassing its subsidiaries HX (formerly Hurtigruten Expeditions) and Hurtigruten Norway. This strategic overhaul, coming at the heels of their initial announcement last September, marks a new era for the company as it gears up for the highly anticipated Wave Season.
A New Dawn for HX: From Pioneering to Leading
Since its inception in 1896, when it launched the world’s first expedition cruise, HX has established itself as a global leader in this niche. Under its new moniker, HX continues to chart unexplored waters, offering journeys to over 250 destinations across more than 30 countries. The brand’s transformation reflects a more profound commitment to providing travellers with an immersive understanding of the destinations they explore rather than just a superficial visit.
HX’s CEO, Daniel Skjeldam, articulates this vision clearly: “Our rebranding as HX symbolizes our resolve to remain at the forefront of sustainable expedition cruising. The new visual identity, with its nature-centric imagery and earth-toned palette, mirrors our core values and dedication to preserving our destinations’ natural and cultural heritage.”
Hurtigruten Norway: Celebrating Tradition and Authenticity
On the other hand, Hurtigruten Norway, celebrating 130 years of operating the original Norwegian Coastal Express, continues to honour its legacy. The company’s decision to retain the iconic Hurtigruten name, a nod to its roots meaning “the fast route” in Norwegian, signifies a deep respect for tradition. This commitment to authenticity has made the brand synonymous with the most beautiful sea voyage in the world, a journey that transcends conventional tourism.
The rebranding of Hurtigruten aligns with its longstanding reputation as a lifeline to Norwegian coastal communities. Skjeldam says, “For 130 years, Hurtigruten has been more than a cruise line; it’s been an integral part of Norway’s coastal life. Our new brand identity preserves this heritage while adapting to the evolving expectations of modern travellers.”
Digital Evolution: A Seamless Online Experience
A pivotal aspect of this rebranding is the digital transformation of both brands. The newly launched websites, HXexpeditions.com for HX and Hurtigruten.com for Hurtigruten Norway, offer a streamlined, user-friendly experience. The split screen on Hurtigruten.com, guiding visitors to their desired brand page, is a thoughtful touch, simplifying navigation.
Moreover, the brands have revamped their social media presence, with HX transitioning its platforms to ‘HX Hurtigruten Expeditions.’ This digital evolution extends beyond mere aesthetics; it’s a comprehensive revamp of guest communications, ensuring a seamless and enriched experience from booking to post-voyage.
Revitalizing the Guest Experience
Over the next year, guests on HX voyages will witness firsthand the tangible aspects of this rebranding. Every detail is meticulously aligned with the new brand ethos, from updated uniforms and crew badges to new room key cards and water bottles. By 2024, HX’s fleet of six ships will showcase this transformation with new liveries, proudly sailing under their refreshed identity.
A Visionary Step Towards Sustainable Growth
Skjeldam’s closing remarks encapsulate the essence of this brand evolution: “Though united by our dedication to sustainability, each brand tells its own unique story. This rebranding is not just about a new look; it’s about setting a new standard in sustainable travel and engaging with a global audience in a meaningful way.”
As Hurtigruten Group embarks on this transformative journey, it sets a new benchmark in the travel industry, showcasing how brands can evolve while staying true to their heritage and committing to sustainability.
Written by: Bridget Gomez
