Hurtigruten and HX Debut New Brand Identities and Websites Ahead of Wave Season

Hurtigruten Group unveils the rebranding of HX and Hurtigruten, introducing new logos, visual identities, and enhanced digital experiences to mark their leadership in sustainable travel.

Hurtigruten Group Embarks on a New Journey with HX and Hurtigruten Brand Refresh

In a significant brand evolution, Hurtigruten Group has unveiled the next stage of rebranding for its sister brands, HX (formerly Hurtigruten Expeditions) and Hurtigruten. The announcement comes just in time for Wave Season, showcasing new visual identities, enhanced digital platforms, and a commitment to sustainable travel.

HX: Leading the Way in Expedition Cruising

HX, evolving from Hurtigruten Expeditions, represents the pinnacle of expedition cruising. Since launching the world's first expedition cruise in 1896, HX has grown to become the global leader in this niche, offering journeys to over 250 destinations across more than 30 countries. The rebranding efforts include a new visual identity that emphasizes nature-centric photography and an earth-toned color palette, reflecting the brand's dedication to sustainability, science, and education in travel.

Hurtigruten: Continuing the Legacy of the Norwegian Coastal Express

Hurtigruten Norway, known for its iconic Norwegian Coastal Express service, will now be recognized simply as Hurtigruten, continuing its 130-year legacy under a streamlined name. This change honors its history of connecting coastal communities and offering authentic experiences of Norway’s rugged beauty. The brand retains its original red and black colors, underscoring its rich heritage and the unique journey often described as the world's most beautiful sea voyage.

Digital Transformation and Guest Experience

Both brands have launched new websites to better tell their unique stories. HX's updated digital presence can be found at HXexpeditions.com, with a full domain transition set for April 2024. Meanwhile, Hurtigruten.com now features a split-screen option directing visitors to each brand, enhancing user experience and brand distinction.

This rebranding extends beyond visual updates, touching on all aspects of the guest experience. HX has overhauled guest communications to offer a more seamless digital journey from booking to post-voyage, including a redesigned Logbook with professional imagery and interactive maps for guests to relive their expeditions.

A Future of Sustainable Travel

Under the umbrella of Hurtigruten Group, both HX and Hurtigruten are part of a larger portfolio aimed at pioneering sustainable travel. This includes land-based activities through Hurtigruten Svalbard and a partnership with Metropolitan Touring, a leader in eco-tourism in the Galápagos Islands.

Daniel Skjeldam, CEO of Hurtigruten Group, described this rebranding as a "defining moment" for both brands as they continue to lead in sustainable travel. The refreshed identities of HX and Hurtigruten not only highlight their unique offerings but also reinforce their commitment to environmental stewardship, scientific exploration, and providing deeply immersive travel experiences that respect and celebrate the natural world and local cultures.

As HX and Hurtigruten forge ahead with their new identities, they set a new standard in the travel industry, promising adventures that are as mindful and meaningful as they are breathtaking.