by Lacey Pfalz
Last updated: 9:55 AM ET, Tue September 19, 2023
Hurtigruten Expeditions is rebranding to usher in a new era of sustainability and adventure travel under a new identity, HX.
The expedition cruise line will be rebranding beginning in December 2023, with a new name and logo across all its channels and media. Hurtigruten Norway, which dates back to 1893, will also change its name to just Hurtigruten. Livery repainting on its ships will also be implemented within the next 18 months to reflect the change.
Hurtigruten Expeditions and Hurtigruten Norway were first separated into two different brands in 2021. HX will continue specializing in adventure-focused, sustainable small-ship expeditions to destinations ranging from Antarctica to Africa.
HX also offers some of the most sustainably minded ships in the industry, with the world’s first-ever hybrid battery-powered ship, MS Roald Amundsen, and its sister ship the MS Fridtjof Nansen. Hurtigruten Norway (now known as Hurtigruten) will also debut the world’s first zero-emission ship in 2030.
"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,” said Daniel Skjeldam, CEO, Hurtigruten Group. “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.”
“With HX, we are investing in our high-end expedition itineraries to some of the most adventurous, remote places around the world,” continued Skjeldam. “While we have traditionally been known as the Polar experts, we launched the Galápagos Islands last year, which is already our third most popular destination. And we will be the only cruise liner to exclusively sail the West African archipelagos of both Cape Verde and the Bissagos Islands in this year’s most exciting new itinerary, which we are launching this fall."
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