Hurtigruten hailed the “pivotal role” played by agents as it reported a 75% year on year rise in UK booked revenue in January.
The Norwegian coastal voyage specialist saw UK trade booked revenue increase by more than 80% over the same month last year.
Agent-led bookings remain a “cornerstone” of Hurtigruten’s UK strategy, supported by targeted trade engagement, training and marketing activity, the line noted.
The performance reflected sustained and growing demand, reinforcing the UK as one of the company’s strongest source markets.
Growth was particularly strong for Hurtigruten’s Signature and Original voyages, with each recording UK booked revenue growth of more than 70% compared with the same period last year.
Travel partners played a “pivotal role” and further momentum was generated by a three-part Channel 4 documentary featuring presenter Lorraine Kelly.
The series delivered a “measurable uplift” in consumer interest, with website traffic increasing by 107% between January 15 and 29 alongside heightened enquiry levels across key UK channels.
The addition of Hayley Moore from Princess Cruises in mid-January as UK and emerging markets sales and marketing vice president will help building on the strong start to the year, the company noted.
Chief commercial officer Iain Powell said: “We’re delighted with the way the year has started in the UK, delivering our best ever month of trading.
“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.”
Read more here: Click Here
