Hurtigruten has reported its strongest-ever month of trading and start to the year in the UK.
The Norwegian coastal cruise line saw a 75% year-on-year increase in booked revenue in January, which it said ‘reinforced’ the UK as one of its strongest source markets.
Revenue from UK travel agents was up 80% year-on-year.
“Agent-led bookings remain a cornerstone of Hurtigruten’s UK strategy, supported by targeted trade engagement, training, and marketing activity,” it said in a statement.
Growth was particularly strong across both Hurtigruten’s Signature and Original voyages, with each recording UK booked revenue growth of over 70% compared with the same period last year.
Hurtigruten said the three-part Channel 4 documentary series with TV presenter Lorraine Kelly had created ‘further momentum’.
Lorraine Kelly’s Norwegian Odyssey had ‘helped introduce Hurtigruten’s voyages and Norway’s dramatic coastal landscapes to a broader mainstream audience’, it said.
“The series has delivered a measurable uplift in consumer interest, with website traffic increasing by 107% between 15 and 29 January compared with the same period last year, alongside heightened enquiry levels across key UK channels,” it added.
“We’re delighted with the way the year has started in the UK, delivering our best-ever month of trading,” said Chief Commercial Officer Iain Powell.
“Demand has exceeded expectations, with one of our strongest trading days achieved even before the first episode of ‘Lorraine Kelly’s Norwegian Odyssey’ aired.
“This performance reflects a strong mix of forward bookings, excellent trade support, and increased visibility through our Channel 4 partnership.
“The sustained investment the UK team has made in building brand awareness and working closely with our valued trade partners is clearly paying off. This momentum is being felt across the whole business and gives us real confidence as we move through the rest of the year.”
In mid-January, Princess Cruises’ former UK Sales Director Hayley Moore joined as Hurtigruten Vice President of Sales & Marketing for the UK and Emerging Markets.
“Her appointment further underlines the company’s commitment to accelerating growth in the UK and beyond,” said the line.
“With extensive experience in driving brand visibility, commercial performance, and strategic partnerships, Moore will play a key role in building on this strong start to the year and unlocking new opportunities with both trade and consumers across these important markets.”
