Hurtigruten has experienced a remarkable increase in business through UK travel agents, doubling last year’s figures.
- Sales via UK travel agents have surged by 107% compared to the previous year, demonstrating significant growth.
- Hurtigruten has introduced a new rewards scheme to enhance trade bookings, with incentives for travel agents.
- Travellers are increasingly opting for Hurtigruten’s cooler climate cruises, avoiding the intense Mediterranean heat.
- Hurtigruten is committed to strengthening relationships with UK travel agents through enhanced collaboration.
In a significant development, Hurtigruten has reported an impressive doubling of its business through UK travel agents since the previous year, with B2B revenue increasing by 107%. This growth was highlighted by Iain Powell, the cruise line’s UK and EMEA sales and marketing vice-president, who attributed it to strategic initiatives and the robust support from the UK trade sector.
As part of its efforts to capitalise on this momentum, Hurtigruten has launched a new rewards scheme aimed at UK-based travel agents. This programme incentivises agents by offering them 100 reward points for bookings with the Original range and 200 points for Signature bookings, with these points convertible into lifestyle vouchers spendable at over 200 UK retailers.
Powell emphasised the importance of this initiative as a gesture of appreciation for the valuable support provided by UK agents, who have been instrumental in the company’s exceptional year. The reward points system is designed to be more rewarding during peak periods such as January and February, aligning with typical seasonal trends.
Joining the business in March, Powell set a clear objective to expand the number of agent partnerships, simplifying product offerings to ensure greater understanding among customers and agents alike. He praised the remarkable performance of agents in contributing to Hurtigruten’s success and highlighted the critical role they play in the company’s future.
Moreover, Powell noted the increasing appeal of cooler climate cruises among Hurtigruten’s clientele, who are predominantly older and prefer to sidestep the Mediterranean’s soaring temperatures. The allure of Norway’s stunning scenery, best appreciated from the vantage of the sea, cannot be understated, as it boasts the second longest coastline in the world.
Hurtigruten’s product line includes the in-depth Original coastal voyages, which are particularly popular among clients accustomed to escorted tours or river cruises, while the Signature sailings on MS Trollfjord attract those more inclined towards traditional ocean cruises or luxury holidays.
Hurtigruten remains committed to enhancing its trade relationships through various initiatives, such as Signature fam trips and immersive training experiences for agents, aiming to further foster cooperative success. With additional plans for 2025, the company is poised to increase its market presence through continued collaboration.
A dedicated presence at industry conferences signifies Hurtigruten’s ongoing commitment to strengthening industry ties and expanding its reach in the touring product segment. The company’s separation from HX Hurtigruten Expeditions underscores a focused approach to its Norwegian cruise offerings.
James Howlett, head of sales, reaffirmed the company’s commitment to building durable relationships with travel agents, ensuring their primary role in Hurtigruten’s business strategy.
Hurtigruten’s strategic initiatives underscore its pursuit of enhanced collaboration with UK travel agents, fostering a promising business outlook.
