Hurtigruten Expeditions, rebrands as HX

[hallasm]

Hurtigruten Expeditions will change the name continue under a new name and brand identity, HX while Hurtigruten Norway’s Coastal Express returns simply to  the original name Hurtigruten.

 

The  strategic separation of the two brands was announced in 2020 allowing for the delivery of different guest experiences.
Implementation of this separation began in 2021, and Hurtigruten Group has just completed its internal restructuring to align commercial and support functions with the dedicated ship operations.

 

Link to press release

Edited September 19, 2023 by hallasm

[oakridger]

Thank you for the information.  This separation of the branding does make sense since they really are completely different experiences marketing to a vastly different audience.

 

~Nancy

[philbob84]

agreed. sounds like the ships will get repainted also.

[Host Jazzbeau]

I reported this news to Cruise Critic management.  I have no idea how they will handle this split.  It's already odd that Hurtigruten has had its own forum even when they basically only did the coastal freight runs and Havila is lumped in with All Other.  There is a lot of overlap on the two companies' coastal runs, but CC doesn't have a precedent to a single forum for two cruise lines.  Stay tuned and see what they do!

[hallasm]

16 minutes ago, Host Jazzbeau said:

There is a lot of overlap on the two companies' coastal runs, but CC doesn't have a precedent to a single forum for two cruise lines.

Originally Hurtigruten was the name for the route itself and it was operated by different shipping companies. in 2006, the shipping companies that sailed Hurtigruten were merged in one company under the name Hurtigruten Group. Thus, they were the only shipping company that sailed the route until 2021, when Havila won 4 out of 11 departures in a public tender. Havila took over the crews from the four Hurtigruten ships.
The change in 2021 was the starting point for HX as surplus Hurtigruten ships were transferred to expedition cruises. Hurtigruten and Havila have a lot in common. Same ports, same excursions, same schedule. The restaurant concept for the two shipping companies is also the same.

While Havila operates the route with 4 brand new ships, Hurtigruten has 7 older and very different ships - there is as much difference between the individual Hurtigruten ships as there is between Hurtigruten and Havila ships.
Both shipping companies must comply with the same contracts regarding transport from Bergen to Kirkenes.

[philbob84]

They are preparing for a ambitious fleet renewal for the costal express by 2030. Out of curiosity do you know why the 3rd Ronald Amundsen was canceled? victim of the pandemic? 

[hallasm]

44 minutes ago, philbob84 said:

They are preparing for a ambitious fleet renewal for the costal express by 2030

 

[Wildcat85]

On 9/20/2023 at 2:43 AM, philbob84 said:

agreed. sounds like the ships will get repainted also.

I heard this on a recent cruise to Antarctica that MS Fridtjof Nansen will be repainted when it goes into dry dock next year.