Hurtigruten CCO, Patrick Brewer, outlines plans to strengthen the company’s presence in the UK market for 2024, with a strategic focus on new Norwegian coastal sailings.
- The company is experiencing a positive wave season start, indicating strong bookings ahead, particularly for the year 2025, while maintaining 2024 as a priority focus.
- A shift in the booking window is noted, with European clients opting for closer dates, whereas UK and Asia Pacific clients book further in advance.
- Hurtigruten’s new itineraries, including the Svalbard Express and North Cape Express, are designed to deliver immersive experiences along the Norwegian coast, celebrating its 130th anniversary.
- Efforts to engage trade partners include developing a 2024 fam trip programme, aiming to educate agents on Hurtigruten’s unique offerings and optimize customer engagement.
In a forward-looking approach, Hurtigruten is capitalising on the positive start to the wave season by concentrating efforts on maximising bookings for the year 2024. Patrick Brewer, the Chief Commercial Officer, noted that despite an early influx of bookings for 2025, the primary focus remains on bolstering 2024 sales. This strategic priority underscores the company’s commitment to optimise their current offerings and leverage the heightened interest in their new sailings.
A notable shift has been observed in the booking preferences across different markets. While the German market leans towards last-minute bookings, clients from the UK and Asia Pacific regions demonstrate a propensity for planning their travel well in advance. Brewer highlighted that the first quarter of 2025 is already showing promising growth, making 2024 a critical period for capturing major customer volumes.
Hurtigruten’s introduction of the Svalbard Express and North Cape Express itineraries marks a significant enhancement of their existing offerings. Celebrating 130 years, these new routes are crafted to offer travellers deeply immersive experiences along the Norwegian coast. According to Brewer, even with such a longstanding presence, the company continuously seeks to evolve and enrich its portfolio, ensuring that each journey is iconic and memorable.
The planned itineraries seek not only to present breathtaking vistas but also to provide meaningful engagement with the destinations. With 16 ports of call, guests are afforded the opportunity to deeply explore each location, making each disembarkation a worthwhile exploration. Brewer emphasised the value of these extended port calls, ensuring that travellers have ample time to absorb the rich culture and natural beauty each site offers.
To bolster its market presence, Hurtigruten is preparing its 2024 familiarisation (fam) programme aimed at educating agents about its offerings. Anthony Daniels, Vice President of Sales and Marketing for the UK and emerging markets, pointed out the initiative’s pivotal role in equipping agents with the necessary tools to attract a broader clientele. This includes a series of training sessions, webinars, and roadshows that will pave the way for insightful engagement with potential customers.
Hurtigruten’s strategic focus on immersive experiences and proactive agent engagement is set to enhance their presence in the UK market for 2024.
