Andrew Eddy is back at Hurtigruten for the third time and couldn’t be happier. With a new role as Sales Director APAC, a sharper brand focus, and the opportunity to lean more into Hurtigruten’s ‘Norwegianess’, he shares what’s different this time around, what’s coming for the trade, and why there’s no one more Norwegian.
Karryon caught up with Andrew Eddy for a chat to learn more about his new Hurtigruten role – and the growing new sales and marketing team – and what it all means for the travel industry.
What inspired your return to Hurtigruten?
“It’s been a couple of months now, so it’s still fresh… this is my third time working with Hurtigruten. I can’t keep away. I first came across the brand when I was working at BenTours. It stood out as such a cool, unique product that wowed people. It still has that aura about it.”
Eddy’s return was fuelled by passion and opportunity: “After Hurtigruten and HX Expeditions split, an opportunity arose to come back in an elevated role, lead a new sales team, and focus specifically on Hurtigruten. It’s a dream scenario!”
What is it about Hurtigruten’s culture that keeps drawing you back?
“Life at Hurtigruten is fast-paced, casual, yet very professional, which filters down into the culture here.
“We’re empowered to make decisions. It really is up to us to get the job done, and have a lot of fun doing it… I try to instil that in my team. Yes, it can get busy, and the stresses come, but let’s have fun with it as well.”
How does ‘Norwegianness’ shape the brand & the way you work?
“I love how we are completely intertwined with the Norwegian culture and have been since 1893. It inspired me to return, especially with the Hurtigruten/HX split.
The company’s relaxed, purposeful culture comes from the top. “Hedda (Felin, Hurtigruten’s CEO) is all about balance. She’s professional, but quite relaxed, with a calming presence that distils down to us all.
The Norwegian work-life philosophy is equally influential. “It’s a flexible place to work… if you need to pick up your kids, do XYZ, go for a run, whatever it is, it’s supported. They really encourage getting outdoors into nature for the well-being benefits. They know it impacts your productivity.
He adds with a laugh: “The Norwegians in summer, though… they just disappear!”
What’s your 2025 trade game plan?
“We value our trade relationships enormously, and whilst we, of course, market direct to consumers, we know that our marketing ultimately drives bookings through to our agency partners, so we’re very much in the trade’s corner. We’re focused on the concept that Hurtigruten should be easy to do business with and profitable. And it is!
Since the Hurtigruten/HX split, Eddy sees a big opportunity to strengthen focus: “Moving forward, owning the Hurtigruten name and leaning into the legacy of this 130 year-old brand, we’re able to clearly define who we are and what we offer to our trade partners and our mutual guests. All with a clear focus on being the nunber one iconic experience in Norway.
“We’re cementing our position as the leaders in Norway and wider Scandinavia, as we now start to develop our product offering outside of our Original Coastal Voyages. Our new Signature Voyage range, Scandinavian Touring Range, extensive land program in Svalbard, plus FIT options for building out the ultimate Scandinavian package with us – all in the one place – is just one example of what we’re doing for the trade.
“On top of this, as part of our renewed local leadership structure, we’re building out a sales team to provide on-hand support, doubling-down on our Melbourne based team of Destination Experts, offering generous commissions and famil opportunities, plus co-op marketing funds and improved groups opportunities.
“This all allows agents to curate and lead their own group to Norway with their clients, too. Why not tick off a number of bucket-list experiences yourself?!”
What’s your leadership style?
My leadership style is all about clarity, structure, effective planning, and then following through with the execution. All with a bit of fun thrown in, of course!
“My role as Head of Sales at Adventure World allowed me to expand on my experience with managing a sales team and has allowed me to bring clarity and structure to my role at Hurtigruten. I quickly subscribed to the coach mentality.
“It’s not about me; I’m there to guide them, coach them, provide suggestions, and lead by example, however the team are the ones kicking the goals and should be the stars. Together we all get the work done.
Eddy has also adopted a more holistic approach to trade: “Each partner and consortium wants something different. It’s about listening first, understanding their goals, then tailoring our support. Not the other way around.”
What does the current product portfolio mean for the trade?
“It’s exciting to be going deeper into Scandinavia. With the split, we can clearly differentiate and embrace our Norwegian identity.
“We’re focused on being the iconic travel operator for the Norwegian coast in the Arctic region, continuously reinventing sustainable travel experiences in Scandinavia. This allows us to refine and refocus on what we do best, which is servicing the coast of Norway and Scandinavia.
Signature Voyages and Savour the Lights are leading the charge. “Follow the Lights has been around for over 10 years, and it’s still number one. Savour the Lights is an elevated version with a luxury ship and luxury hotels, including iconic glass igloos.
“We’re also moving into rail and sail packages, city stays, and more small group touring. The trade can come to us for full packages now, not just voyage-only. And they’ll get support, preferred commission, and access to everything via the agent portal.”
What sets Hurtigruten apart in the sustainability space?
“We have nine ships on the Norwegian coast, with each going through a hybridisation process to significantly reduce emissions. We’re aiming to be the first zero-emissions ship by 2030. There is a team in Tromsø testing these little toy ships with vertical solar sails. It’s happening.
There’s also the Norwegian Coastal Kitchen, offering low mileage food: “Our meals are sustainable and economically supportive for the small port communities along our route. We call farms 2–3 days ahead asking what they have and what we can take. Everything is locally sourced or caught, and changes depending on availability.”
You’re passionate about Hurtigruten’s Norwegian identity – what makes it so powerful?
“Since April 1, we have been able to strengthen our identity and reinforce our point of difference. We can be clear now: there’s no one more Norwegian than us.
“Australians really relate to Norwegians… we share a cheeky sense of humour, and campaigns like ‘Norwegianness’ help us bring that to life. Norway’s quirky phrases and concepts help people understand the country and its culture.
His favourite phrase? “To be in the middle of the butter melting in the porridge.” In other words, to be in a great place. A fitting choice for someone who just landed their dream job.
Speaking of travelling in Norway, what’s your top pick?
“I’m fortunate to have been to Norway three times, and Svalbard’s capital, Longyearbyen tops the list. It’s wild. There are more polar bears than people. Hurtigruten has this beautiful boutique hotel there called the Funken Lodge. It’s amazing.
And where’s next? “Sleeping in a glass igloo on Savour the Lights. People just lose their minds when we talk about it. That’s definitely on the bucket list.”
For more information, visit Hurtigruten.
