Hurtigruten has announced a significant rebranding of its adventure travel arm. Hurtigruten Expeditions will be rebranded as HX starting DEC 2023. The refreshed identity includes a new name and logo.
Both Hurtigruten Expeditions and Hurtigruten Norway are 100 percent owned by Hurtigruten Group as a portfolio of sustainable travel brands that include land-based activities including hotels and restaurants.
Commenting on this significant shift, Daniel Skjeldam, CEO of Hurtigruten Group, shared, "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." He added that with the new branding, HX aims to enhance their global reputation in sustainable travel and expedition cruising.
Hurtigruten Norway, which celebrated 130 years of operating the original Norwegian Coastal Express this summer, will continue with the name but simplified to just “Hurtigruten,” maintaining the same name as when it first launched in 1893, which means “the fast route” in Norwegian.
Updates across digital platforms, such as the company's official websites and social media channels, are set to reflect the new branding. Additionally, the exterior of the fleet's six ships will undergo a facelift over the coming 18 months to mirror the new HX identity.
Skjeldam highlighted the company's commitment to its expedition itineraries, pointing out recent additions like the Galápagos Islands and the exclusive West African archipelagos of Cape Verde and the Bissagos Islands. HX's commitment to sustainable travel was further emphasized with Hurtigruten Group's pledge to achieve emission-free travel by 2050, with a plan to introduce Hurtigruten Norway's zero-emission ship in 2030.
Notably, their fleet includes the MS Roald Amundsen, the world's first-ever battery-hybrid-powered ship.
More information on Hurtigruten's website.
