Hurtigruten Celebrates Exceptional Performance in the UK, With 75% Year-On-Year Revenue Growth and Record Bookings Across Its Voyages

Hurtigruten, the iconic Norwegian cruise line, has marked a historic milestone by reporting its most successful month of trading in the UK, a key market for the company. The first month of 2023 saw a stunning 75% increase in UK revenue, compared to January 2022, underscoring a robust surge in demand for the company’s signature coastal voyages along Norway’s picturesque coastline and into the Arctic Circle.

The surge in bookings is a testament to Hurtigruten’s expanding appeal and its ability to meet a growing demand for unique, immersive travel experiences. The company is known for offering unparalleled access to some of the world’s most stunning and remote destinations, with its cruises capturing the imagination of travelers seeking adventure and natural beauty. The impressive year-on-year growth signals that Hurtigruten is continuing to connect with travelers looking for something more than the typical cruise experience.

The company’s flagship voyages, including its Signature and Original routes, contributed significantly to this success, with revenue from these trips seeing an increase of more than 70%. Additionally, revenue from bookings made through UK trade partners grew by an astounding 80%, demonstrating not only a rise in direct consumer interest but also a strengthening of its commercial partnerships across the region.

Documentary Series Drives Public Interest

A key catalyst for the remarkable growth was the launch of Lorraine Kelly’s Norwegian Odyssey, a three-part travel documentary produced in collaboration with Channel 4. The series spotlighted the breathtaking beauty of Norway’s coastline and the life-changing voyages offered by Hurtigruten. The documentary’s ability to bring the brand to a wider audience was a pivotal moment for the company, helping to introduce the allure of its cruises to millions of potential customers.

The documentary not only showcased Hurtigruten’s voyages but also highlighted the pristine landscapes, fjords, and northernmost reaches of Norway, captivating viewers and sparking interest in traveling with the cruise line. This exposure provided a significant boost to the company’s visibility and ultimately contributed to a substantial increase in web traffic.

From January 15 to 29, the company saw a massive 107% increase in website visits compared to the same period in the previous year. What makes this increase even more impressive is that it occurred before the first episode of the series aired, proving that the marketing impact of the documentary campaign had already begun to pay off. The surge in online traffic reflects a growing public curiosity about the unique experiences Hurtigruten offers, confirming the effectiveness of this media collaboration.

Strategic Investment Pays Off

Hurtigruten’s outstanding performance in the UK market is not merely the result of one-off efforts, but rather the culmination of years of deliberate investment in brand visibility and collaboration with key travel industry partners. The company’s focus on cultivating strong relationships with travel agents, tour operators, and other strategic partners has played an essential role in reaching a broader audience and securing significant trade-booked revenue.

By prioritizing these partnerships, Hurtigruten has managed to create a network of support across the travel trade sector, ensuring that its premium voyages are well-represented and actively promoted. This approach, combined with targeted marketing campaigns, has helped cement Hurtigruten as one of the top choices for UK travelers looking to explore the scenic beauty of Norway and the Arctic.

The company’s commitment to sustainability has also resonated with conscious travelers seeking more environmentally responsible vacation options. Hurtigruten’s eco-friendly initiatives, including its use of sustainable energy and commitment to preserving the natural environment, align with the values of today’s environmentally aware consumer, further boosting its appeal.

Leadership Changes to Strengthen Future Growth

In addition to the company’s marketing triumphs, recent leadership changes are expected to provide further momentum. Hurtigruten has appointed a new Vice President of Sales & Marketing for the UK and Emerging Markets, who brings a wealth of experience in building brand awareness and expanding commercial operations. This leadership transition is seen as a strategic move to ensure that Hurtigruten continues its strong growth trajectory, particularly in markets with growing potential.

The new executive will play a critical role in advancing the company’s growth, focusing on refining its sales strategies and fostering new partnerships in both established and emerging markets. This leadership change demonstrates Hurtigruten’s commitment to staying at the forefront of the travel industry while adapting to changing consumer preferences and market conditions.

Stronger Than Ever: Looking Ahead to 2023 and Beyond

With the success of the UK market already setting the tone for the year, Hurtigruten looks poised for a year of continued growth and expansion. The company is well-positioned to capitalize on the increasing demand for adventure and immersive travel experiences. Hurtigruten’s cruises offer more than just a vacation—they offer the opportunity to explore some of the world’s most untouched and awe-inspiring natural environments, all while enjoying world-class service and sustainability-conscious travel options.

Looking ahead, Hurtigruten is focused on expanding its reach even further, both in the UK and globally. With continued investment in strategic marketing, sustainability, and innovative partnerships, the company is confident that 2023 will be another banner year for the brand. As more travelers seek authentic, nature-based experiences, Hurtigruten’s unique offering will remain a key player in the global cruise industry, promising unforgettable adventures for all who choose to embark on its voyages.

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Norwegian Cruise Line Revives Antarctic and Patagonian Cruising With an Ambitious South America Season for 2027–28

Norwegian Cruise Line is reviving Antarctic and Patagonian cruising for the 2027–28 winter season by redeploying the Norwegian Star on extended fifteen-night voyages from South America, combining scenic Antarctic sailings with deep exploration of Patagonia, Tierra del Fuego, and key regional ports after a two-year absence from the region.

Fleet deployment details indicate that the Norwegian Star will operate in the region from December 2027 to March 2028. The ship, which entered service in 2002, will deliver a collection of fifteen-night sailings aimed at travellers looking for immersive journeys rather than fast-paced, short-stay cruises. These itineraries are designed to slow the pace, allowing guests to absorb the scale and contrast of southern South America while venturing into Antarctic waters.

The season will feature departures from Buenos Aires in Argentina and San Antonio in Chile, both well-established starting points for Patagonian and Antarctic routes. From these ports, the Norwegian Star will travel deep into the southern latitudes, navigating some of the most dramatic seascapes in the world. One of the defining moments of the itinerary is scenic cruising near Elephant Island, a remote outpost off the Antarctic Peninsula known for its stark beauty and historical significance. Although the voyages do not include landings, the sail-by experience offers close-up views of ice-covered terrain, shifting pack ice, and wildlife-rich waters rarely seen by large cruise ships.

The Antarctic highlight is paired with an extensive exploration of Patagonia and Tierra del Fuego, regions that have long drawn travellers seeking untamed landscapes and a sense of isolation at the edge of the world. Stops such as Ushuaia, set between mountains and the Beagle Channel, provide access to windswept national parks and rugged coastal scenery. Puerto Montt opens the door to Chile’s lakes, volcanoes, and fjords, while Puerto Madryn is closely linked to marine ecosystems and expansive Atlantic coastlines. Together, these ports form a journey shaped by nature rather than urban sightseeing.

Additional calls at Montevideo in Uruguay and Port Stanley in the Falkland Islands introduce cultural and historical variety. Montevideo brings a slower, more laid-back city atmosphere, while Port Stanley offers a rare look at life in one of the South Atlantic’s most remote island communities, surrounded by unspoiled landscapes and wildlife habitats. These contrasting stops help balance the itineraries, blending remote exploration with moments of cultural connection.

The revival of South American cruising follows a period of strategic change for the cruise line. A full seasonal programme was last operated during the 2024–25 winter, also using the Norwegian Star. Plans to continue into 2025–26 were later withdrawn as part of a wider reallocation of ships across regions. As a result, the Norwegian Star was shifted to the Caribbean, where it focused on shorter itineraries of four to twelve nights from Tampa, reflecting a temporary shift away from long-haul deployments.

Despite the absence of a full season, South America has remained on the cruise line’s map. During the 2025–26 season, the Norwegian Jade is scheduled to operate a single extended voyage along the continent’s Pacific coast. Departing from PortMiami in late February 2026, the twelve-night cruise travels to Callao in Peru, with stops in Colombia, Panama, and Ecuador, before continuing on a repositioning journey to San Diego.

For the 2027–28 season, Norwegian Cruise Line is also transforming repositioning movements into experiences in their own right. The Norwegian Star will operate trans-Atlantic crossings between Buenos Aires and Lisbon, each lasting fifteen nights. Rather than sailing directly between continents, these voyages include port calls in Brazil and Cape Verde, with destinations such as Recife, Rio de Janeiro, and Mindelo adding warmth, culture, and variety to the ocean passage.

Norwegian Cruise Line is reviving Antarctic and Patagonian cruising for the 2027–28 winter season by returning the Norwegian Star to South America with extended fifteen-night voyages after a two-year break.

The return to South America and Antarctica reflects a broader shift toward longer, destination-focused cruising driven by travellers seeking depth over speed. With extended itineraries, remote landscapes, and a carefully balanced mix of iconic and lesser-visited ports, the 2027–28 programme positions Norwegian Cruise Line once again in one of the most adventurous and visually compelling regions of the cruise industry.

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