Let’s talk about Hurtigruten. If you’ve got clients who light up at the mention of Antarctica, the Northern Lights, or Norway’s dramatic coastline, this is the supplier that can deliver those experiences with genuine expertise and care.
With over 130 years of maritime heritage, Hurtigruten has been leading expedition travel since long before it became mainstream. Their voyages take guests to some of the world’s most remote and stunning destinations, from the icy wilderness of Antarctica to the fjords of Norway, Svalbard, Greenland, Alaska, and beyond.
What makes them particularly relevant right now is their approach to sustainable exploration. In a market where clients increasingly ask about responsible travel, Hurtigruten offers hybrid-powered ships and measurable environmental commitments that you can confidently discuss with eco-conscious travellers.
Who They Are and What They Do Best
Hurtigruten is the world leader in exploration travel, known for two distinct offerings: the iconic Norwegian Coastal Express sailings and cutting-edge expedition cruises.
Their Norwegian Coastal Express has been running since 1893, connecting 34 ports along Norway’s coast. It’s an authentic working voyage that’s often described as “the world’s most beautiful sea voyage.” Think romance meets practicality—a classic journey with modern comfort.
On the expedition side, Hurtigruten Expeditions (HX) spans the globe with over 80 unique itineraries. These aren’t passive cruises. We’re talking daily landings in Antarctica led by expert expedition teams, kayaking among icebergs, witnessing the Northern Lights above the Arctic Circle, and exploring the Galapagos Islands. Every journey is designed to maximise guest interaction with nature and wildlife.
Their fleet includes the MS Roald Amundsen and MS Fridtjof Nansen—launched in 2019 and 2020—which were the world’s first battery-hybrid expedition ships. These vessels can sail fully electric for up to 30 minutes, cutting CO₂ emissions by 25% and nitrogen oxides by 80%. Hurtigruten achieved the highest ESG ranking among cruise companies globally and was named the most sustainable brand within Norway’s travel and tourism industry.
Why This Matters for JLT Agents
When clients ask about responsible travel (and more of them are), you need suppliers with credentials you can stand behind. Hurtigruten gives you specific data points—25% emission reduction, battery-hybrid technology, highest ESG ranking—that answer the sustainability question with facts, not vague promises. That conversation becomes easier to navigate, and your clients feel confident in their choice.
What Sets Them Apart
In the expedition cruise space, Hurtigruten has carved out a clear identity. Onboard, guests experience a relaxed, intimate atmosphere with expert-led lectures, locally sourced cuisine, and expedition teams who genuinely know their stuff. The focus is on enrichment over entertainment—ideal for travellers who value authenticity and learning.
Reviews consistently highlight the knowledgeable staff, high-quality food, and the care taken to ensure every passenger has a memorable experience. These aren’t one-size-fits-all cruises. The expeditions are designed to create meaningful connections with nature, wildlife, and local cultures.
The Norwegian Coastal Express deserves its own mention. It’s a category unto itself—an authentic working voyage that offers both the romance of a classic sea journey and the convenience of modern amenities. For clients who want something different from typical cruise offerings, this is a compelling option.
What This Means for Your Business
Clients who book with Hurtigruten tend to be deeply satisfied, which translates to strong repeat business potential and referrals. When you can offer something distinctive—not another generic cruise but a genuine expedition experience—you position yourself as the agent who understands what your clients are looking for. That’s the kind of reputation that builds long-term client relationships.
Ideal Client Profile
Hurtigruten is ideal for adventurous couples, nature lovers, photographers, and culture enthusiasts who crave authentic exploration without sacrificing comfort. These are travellers who’d rather spot a breaching whale from the deck than sit by a poolside bar. They’re curious, engaged, and value experiences that leave them with a deeper understanding of the world’s wild and beautiful places.
The brand also appeals strongly to eco-conscious travellers—those who want to explore responsibly and support a cruise line with genuine sustainability credentials. With a focus on protecting the environments they visit and supporting local communities, Hurtigruten attracts clients who want their travel choices to align with their values.
The Agent Advantage
Knowing your ideal client profile helps you pitch with confidence. When someone mentions bucket-list destinations like Antarctica or asks about the Northern Lights, you’ve got a supplier that specialises in exactly those experiences. You’re not trying to fit a square peg into a round hole—you’re offering the right solution to the right client. That’s what makes conversations flow naturally and bookings happen smoothly.
What You Can Offer Your Clients
When you book Hurtigruten, you’re giving your clients access to expedition and coastal itineraries worldwide—from the polar regions to the Galapagos Islands. The hybrid-powered fleet and strong sustainability credentials give you a powerful talking point for clients who care about responsible travel.
Hurtigruten offers robust agent support, including competitive commission structures with enhanced Antarctica incentives, marketing materials, sales tools, online training, and direct access to their sales team. They’ve rolled out trade-focused initiatives like agent-only rates and dedicated B2B support lines.
With high client satisfaction and strong repeat business potential, your clients are likely to come back for more—and recommend you to others. Hurtigruten isn’t another generic cruise line. It’s a gateway to the planet’s most awe-inspiring corners, delivered with care, expertise, and a genuine commitment to responsible exploration.
What’s Important to Note
When you work with suppliers that prioritise agent support—training, materials, direct access to their team—you’re set up to succeed. You’re not figuring things out alone. You’ve got the resources to confidently answer client questions, address concerns, and close bookings. That’s what partnership should look like.
Ready to Explore?
If your clients are ready to trade crowds for icebergs and standard excursions for genuine expeditions, Hurtigruten delivers. Whether it’s Antarctica, Norway’s coastal beauty, or the Arctic’s wild landscapes, you’ve got a supplier that understands what immersive travel means.
Explore Hurtigruten’s full range of itineraries and agent resources, or reach out to the JLT team if you want to discuss how to position these expeditions with your clients!
