During this period, the number of UK passengers travelling onboard Hurtigruten’s fleet of 10 ships increased by 10%, reflecting increasing demand for authentic experiences along the Norwegian coast.
Hurtigruten’s premium Signature Line product is landing particularly well in the UK, with revenue up 92% against last year. Agents are capitalising on this; revenue from Signature Line bookings made via the UK trade is up by 231% compared with the same period in 2024.
Chief commercial officer Iain Powell, who has been handed two promotions since joining the line last year, believes the business’s recent success can be attributed to two factors.
