In the next phase of its dual brand evolution, Hurtigruten Group has launched separate booking sites for its Hurtigruten and HX (Hurtigruten Expeditions) companies to further differentiate the cruise company’s distinct offerings.
For advisors, Hurtigruten will continue at the current portal web address, agentportal.hurtigruten.com, while HX has a new hub: agentportal.travelhx.com.
Advisors can continue to use their existing username and password on the Hurtigruten and HX agent portals for seamless access to both brands.
Cruises and content for Hurtigruten and HX will be available on each respective portal however, both brands will still appear in the ‘My Bookings’ section until the backend system is completely separated later this year.
The news follows Hurtigruten’s latest ‘Norwegianess’ ad campaign to help the Norwegian cruise line stand out from other companies in the market.
Making moves
Hurtigruten Group Asia-Pacific Managing Director Damian Perry said the move was another phase in the evolution towards completely independent companies by 2025.
“Our trade partners have been on this journey with us as we transition from Hurtigruten and HX being sister brands to becoming separate entities,” he said.
“The two dedicated booking portals further signify to the travel industry that we have one cruise line that is the essence of ‘Norwegianess’ – Hurtigruten – and one that is the leader in expedition travel around the world: HX.”
HX also recently appointed new CEO Gebhard Rainer and adopted the new website domain, travelhx.com.
Hedda Felin continues as Hurtigruten CEO, while Hurtigruten Group CEO Daniel Skjeldam will transition to a board member role.
Hurtigruten Group recently swelled its APAC ranks to support the surge in demand for both brands.
