Emphasizing Sustainability and Adventure Travel
Oslo, Norway (September 19, 2023) – Hurtigruten Expeditions, the world’s foremost expedition cruise company, is set to undergo a significant transformation as it rebrands itself as HX. This rebranding, scheduled to launch this December, will introduce a fresh global brand identity featuring a new name and logo.
HX, an homage to Hurtigruten Expeditions’ roots, represents an exciting evolution for the renowned travel brand. The change reflects the company’s commitment to maintaining its iconic position in the field of expedition cruising and sustainable travel.
Hurtigruten Norway, which recently celebrated its 130th anniversary of operating the original Norwegian Coastal Express, will retain its name but simplify it to “Hurtigruten.” This name harkens back to its origins in 1893, signifying “the fast route” in Norwegian. Both Hurtigruten Expeditions and Hurtigruten Norway are wholly owned by Hurtigruten Group AS and are part of a diverse portfolio of sustainable travel brands. This portfolio includes a range of land-based activities such as hotels, restaurants, and more, offered through Hurtigruten Svalbard, and a 25 percent stake in Ecuador-based Metropolitan Touring, renowned pioneers of sustainable travel in the Galápagos Islands.
Daniel Skjeldam, CEO of Hurtigruten Group, commented on the rebranding, saying, “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. 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.”
HX’s commitment to expedition cruising extends to offering high-end itineraries to remote destinations worldwide. While traditionally known as the Polar experts, the company ventured into the Galápagos Islands last year, which has already become its third most popular destination. Moreover, HX will exclusively sail the West African archipelagos of both Cape Verde and the Bissagos Islands, presenting a thrilling new itinerary set to launch this fall.
The full implementation of the HX brand and logo is slated to begin in December, with updates across brochures, websites, and social channels. Over the next 18 months, the fleet’s six ships will undergo livery repainting to reflect the new identity.
This transformation follows the strategic separation of the two brands in 2020, enhancing their operational and commercial autonomy. This allowed for distinctly different guest experiences, and implementation began in 2021. Hurtigruten Group further adjusted its fleet, transferring Hurtigruten Expeditions’ MS Otto Sverdrup to Hurtigruten Norway as of January 2024, responding to growing demand. In the 2024-2025 Antarctica season, HX will offer a remarkable 36 departures across eight diverse itineraries spanning 12 to 24 days.
HX will continue to lead in expedition cruising, offering immersive small-ship experiences rooted in exploration, scientific research, expert-led lectures, and community advocacy. The Hurtigruten Group provides an extensive range of itinerary options, including Antarctica, the Galápagos Islands, Greenland, Svalbard, and the West African coast, along with Alaska, Iceland, Canada’s Northwest Passage, the British Isles, and many other exciting destinations. Notably, HX boasts one of the most sustainable fleets in the industry, featuring MS Roald Amundsen, the world’s first-ever battery-hybrid-powered ship, and its sister ship, MS Fridtjof Nansen.
Hurtigruten Group’s commitment to sustainability is unwavering, with a goal to become the world’s most sustainable adventure travel company by achieving emission-free travel by 2050. The company’s dedication to sustainability was exemplified by the recent announcement of Hurtigruten Norway’s zero-emission ship set to launch in 2030.
As HX, Hurtigruten Expeditions continues its legacy of pioneering adventure travel while further emphasizing sustainability, creating a promising future for exploration enthusiasts worldwide.
Photo: HX (Hurtigruten Expeditions)