Hurtigruten, renowned for its iconic Norwegian coastal voyages, has announced a record-breaking start to the year with UK revenue in January increasing by 75% compared to the previous year. This surge highlights the growing demand for Hurtigruten’s unique voyages along the Norwegian coast and into the high Arctic, solidifying the UK as a key market for the company.
The impressive growth was seen across both Hurtigruten’s Signature and Original voyages, each experiencing over 70% growth in UK booked revenue. Travel partners significantly contributed to this success, with UK trade booked revenue rising by over 80% year-on-year. The company’s strategy of agent-led bookings, supported by targeted trade engagement and marketing, has proven effective.
A recent partnership with Channel 4, featuring the travel documentary series ‘Lorraine Kelly’s Norwegian Odyssey’, has further boosted Hurtigruten’s visibility. The series has introduced the company’s voyages to a wider audience, resulting in a 107% increase in website traffic between 15 and 29 January compared to the same period last year.
Iain Powell, Chief Commercial Officer at Hurtigruten, expressed satisfaction with the UK’s performance, stating, “Demand has exceeded expectations, with one of our strongest trading days achieved even before the first episode of ‘Lorraine Kelly’s Norwegian Odyssey’ aired.”
Additionally, Hayley Moore has been appointed as Vice President of Sales & Marketing for the UK and Emerging Markets, reinforcing Hurtigruten’s commitment to growth in these regions. Her extensive experience is expected to further enhance the company’s brand visibility and commercial performance
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