Expedition cruiseline Hurtigruten Expedition, is undergoing a
transformation to enhance its brand identity and accessibility. The
company has announced its new name, HX, which will take effect in
December along with a fresh logo. This rebranding aims to distinguish
Hurtigruten's expedition and Norwegian coastal operations.
While Hurtigruten Norway, known for operating the Norwegian Coastal
Express for 130 years, will retain its name, the expedition arm will
transition to HX. This change follows a strategic move by the company
three years ago to separate the two entities.
Daniel Skjeldam, CEO of Hurtigruten Group, emphasised that the shift
to HX signifies a commitment to global growth and sustainable travel. HX
will focus on expedition cruises to remote and adventurous destinations
worldwide, building on its legacy as the leader in polar exploration.
The rebranding will affect promotional materials, websites, social
channels, and even the fleet's livery, with ship repainting scheduled
over the next 18 months.
Hurtigruten's decision to rebrand comes as it seeks to expand its
presence in North America, strengthening its relationship with travel
advisors to attract more passengers from this region. The move is part
of Hurtigruten's broader commitment to sustainability, with a goal of
achieving emission-free travel by 2050.
HX's dedication to expedition cruising will continue, offering guests
immersive experiences rooted in exploration, scientific research,
expert-led lectures, and community engagement. HX is touted to have a
fleet of ships optimised for its sustainability, including the world's
first battery-hybrid-powered ship, MS Roald Amundsen.