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X Factor: Expedition cruise company Hurtigruten Expeditions rebrands as HX 

Looking to take the brand “to the next level”, Hurtigruten Group has announced it will rebrand its adventure travel business Hurtigruten Expeditions to simply HX.

Looking to take the brand “to the next level”, Hurtigruten Group has announced it will rebrand its adventure travel business Hurtigruten Expeditions to simply HX.

The group says the new brand is “a nod to Hurtigruten Expeditions and its origins” after the cruise line set up the world’s first expedition cruise in 1896. 

Hurtigruten will begin its rollout of the new global brand identity from December, with updates to brochures, websites and social channels. The repainting of the fleet’s six ships will start over the following 18 months. 

The group says HX’s mission will remain the same: to provide its guests with “immersive small-ship experience deeply rooted in exploration with scientific research, expert led lectures, and community advocacy at the heart of the experience”.

The new HX logo in action.
The new HX logo in action

Another change

The group’s other brand, Hurtigruten Norway, meanwhile, will shorten its official name to just “Hurtigruten”. This is a nod to its name upon launching in 1893.

Hurtigruten Svalbard, a brand that includes extensive land activities comprising hotels, restaurants and more, will remain unchanged.

“The name Hurtigruten is synonymous with travel in Norway, just as it has been a renowned travel brand for over 130 years,” Hurtigruten Group CEO Daniel Skjeldam said. 

“Today’s evolution of our brand identities is the culmination of the work that started in 2021 when we split the two brands.” 

“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.”

Hurtigruten
Image Hurtigruten Expeditions & Ted Gatlin

Where it’s going

On HX destinations, Skjeldam said, “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.”

The group says HX will offer guests more choices than any other expedition cruise company in the 2024-2025 Antarctica season, with 36 departures across eight different itineraries spanning 12 to 24 days.

Hurtigruten Saudakrokur Clean-up
Cleaning up in Saudakrokur

Elsewhere, the group offers trips to Alaska, Canada’s Northwest Passage, Iceland, and the British Isles, among other destinations.

Last week, Hurtigruten Expeditions launched its Spring Sail Away agent incentive, in which 20 cabins on 2024 voyages are up for grabs.

In August, global ESG research, ratings and data firm Morningstar Sustainalytics recognised Hurtigruten Travel Group with the distinction of the lowest ESG (Environmental, Social and Governance) risk rating for investment among cruise companies.