Hurtigruten Expeditions Rebranding as HX
By Anne Kalosh
Hurtigruten Expeditions is changing its name and brand identity to HX in December.
This further distinguishes the six-ship expedition fleet from Hurtigruten Norway, the original Norwegian Coastal Express fleet started in 1893. The coastal fleet of nine ships will continue with its name simplified to just Hurtigruten (which means “the fast route”).
Both HX and Hurtigruten are fully owned by Hurtigruten Group and part of a portfolio that includes extensive land-based activities, including hotels, restaurants and more through Hurtigruten Svalbard, and a 25 percent stake in Ecuador-based Metropolitan Touring, pioneers in Galápagos travel.
The new HX logo. * Photo: HX
Growing Global Presence
“The name Hurtigruten is synonymous with travel in Norway, just as it has been a renowned travel brand for over 130 years. Today’s evolution of our brand identities is the culmination of the work that started in 2021 when we split the two brands,” said Daniel Skjeldam, CEO, Hurtigruten Group. “HX will remain at the forefront of expedition cruising and sustainable travel as we continue to significantly grow its global presence while strengthening Hurtigruten’s iconic position on the Norwegian coast.”
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The Fleet
HX will operate six ships including:
- the larger twin hybrid-powered Roald Amundsen and Fridtjof Nansen (530 passengers each)
- Maud (570 passengers)
- the Quirky-sized (under 300-passenger capacity) Fram (250 passengers), Spitsbergen (220 passengers) and Galápagos ship Santa Cruz II (90 passengers)
RELATED: Ted goes back to share his memorable experience cruising aboard Hurtrigruten’s legendary MS Lofoten.
RELATED: Ted reports on the sale of the 1964-built Loften.
The 250-passenger Fram is pictured at Brown Bluff in Antarctica. HX offers more Antarctic itinerary choices than any other line. * Photo: HX:Yuri Matisse Choufour
Galápagos & West Africa
Skjeldam continued that while Hurtigruten has traditionally been known as a polar expert, last year it expanded into the Galápagos Islands, which already became the company’s third most popular destination.
And it will begin a new West African archipelagos itinerary to the Cape Verde and the Bissagos Islands this fall.
RELATED: Read more about HX/Hurtigruten’s West Africa small-ship cruises.
Galápagos ship Santa Cruz II. The Galápagos are HX’s third most popular itinerary. * Photo: HX
Antarctica Choices
In the 2024/25 Antarctica season, HX will offer more choices than any other expedition cruise company, with 36 departures across eight different itineraries spanning 12 to 24 days.
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HEIDI SARNA
