Hurtigruten Group is renaming two of its business divisions

Hurtigruten Group is renaming two of its business divisions


September 20, 2023 – Hurtigruten Group believes the time has come to change the names of two brands. Hurtigruten Expeditions becomes HX. Hurtigruten Norway will soon be called Hurtigruten again. The rebranding will start for Hurtigruten Expeditions in December 2023.

Hurtigruten's company history goes back 130 years. The legendary Norwegian mail boat route celebrated its 130th anniversary this summer. The division of Hurtigruten into two brands began in 2021. The renaming of both brands is the “highlight in the company’s realignment,” according to Daniel Skjeldam, CEO of Hurtigruten Group. The CEO sees “HX” as a leading provider of sustainable expedition voyages. The company's goal is to further expand the visibility of the brand.

Expedition ship MS Fridtjof Nansen – Photo © Hurtigruten Group


The transition to HX's new brand presence with its new logo will begin in December with updates to brochures, websites and social channels. The six expedition ships will receive the necessary new paintwork over the next 18 months. As part of the realignment, the fleet will be adjusted. The hybrid ship MS Otto Sverdrup will move from HX to Hurtigruten Norway in January 2024. As a result of increased demand, MS Maud is supporting HX's fleet in Antarctica. For the upcoming Antarctic season, HX will offer guests 36 departures on eight different routes ranging in duration from 12 to 24 days. No competitor is able to do that.

MS Otto Sverdrup

MS Otto Sverdrup – Photo © Hurtigruten Group


In the future, the emphasis will be even more on expedition travel. The focus is on the respective destination with its flora and fauna as well as its culture and history. Hurtigruten Group offers more routes to Antarctica, the Galapagos Islands, Greenland, Svalbard and the West African coast than other expedition operators. Other destinations include Alaska, Iceland, the Northwest Passage and the British Isles.

The company plans to enable emission-free travel at sea by 2050. The first emission-free ship for the Postschiff fleet will be launched in 2030.

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