With more than 20 years’ travel industry experience, Patel has previously worked for the escorted touring operator Jules Verne, Silversea Cruises and Travelpack.

Hurtigruten said Patel has “invested time in diversifying her skill set to stay ahead of the latest innovations in the marketing world – expertise she’ll bring to her new role”. 

In her new position as head of marketing, Patel will be responsible for managing the UK and EMEA marketing teams and build brand awareness and increase demand through consumer and trade marketing.

The Norwegian coastal cruise line said Patel will oversee the introduction of new marketing tools, assets and event opportunities for trade partners to advertise to their customers.  

Iain Powell, vice-president sales and marketing, UK and EMEA, said: “We’ve set ambitious growth targets in the UK, and Prini’s appointment is a strategic move to support turning our vision into reality.

"With her extensive experience and our refreshed approach to how we work with consumers and trade partners, Prini will play a pivotal role in strengthening Hurtigruten’s position as the leader in coastal Norway sailings." 

Powell told TTG last month how he plans to "broaden" Hurtigruten’s trade distribution as part of his 2024/25 goals. 

Patel added: “It’s a great time to be joining the Hurtigruten family, especially following the recent introduction of premium category Signature, which will create exciting opportunities to engage new and existing customers. 

“I can’t wait to dive into this new challenge and demonstrate how my experience, skillset, and collaborative mindset can unlock the future potential of Hurtigruten.”