Seatrade Cruise News is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Hurtigruten Expeditions is rebranding as HX

Hurtigruten Expeditions is changing its name and brand identity to HX in December.

Hurtigruten Norway, which operates the original Norwegian Coastal Express, will continue with its name simplified to just Hurtigruten.

Both are fully owned by Hurtigruten Group and part of a portfolio of travel brands that includes extensive land-based activities, including hotels, restaurants and more through Hurtigruten Svalbard, and a 25% stake in Ecuador-based Metropolitan Touring, pioneers Galápagos travel.

'The name Hurtigruten is synonymous with travel in Norway, just as it has been a renowned travel brand for over 130 years. Today’s evolution of our brand identities is the culmination of the work that started in 2021 when we split the two brands,' said Daniel Skjeldam, CEO, Hurtigruten Group. '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.'

Galápagos third most popular destination

Skjeldam continued that while Hurtigruten has traditionally been known as a polar expert, it launched the Galápagos Islands last year, which already became the company's third most popular destination. And it will begin a new West African archipelagos itinerary to Cape Verde and the Bissagos Islands this fall.

In the 2024/25 Antarctica season, HX will offer more choices than any other expedition cruise company, with 36 departures across eight different itineraries spanning 12 to 24 days.

The new HX brand and logo will be fully implemented starting in December, with updates to brochures, websites and social channels; livery repainting of the fleet’s six ships will commence over the next 18 months.