In travel news for September 25, 2023 we talk about Hurtigruten Expeditions exciting rebranding to HX.
In a pivotal move to encapsulate its commitment to eco-conscious explorations and adventurous voyages, Hurtigruten Expeditions is undergoing a transformation and rebranding to HX starting from December 2023. The rebrand will witness a new name and emblem across all platforms and communications to reflect its renewed focus on sustainability and Adventure Travel. Additionally, the initiative includes repainting the livery on its vessels within the forthcoming 18 months to mirror this shift.
Historical Roots
Having its roots stretching back to 1893, Hurtigruten Norway, a companion brand, will refine its name to simply Hurtigruten. The evolution in branding is perceived as a consolidation of the Expedition Cruise line’s vision initiated in 2021, wherein Hurtigruten Expeditions and Hurtigruten Norway emerged as distinct brands. This milestone denotes the brand’s enduring legacy in the travel industry, especially within Norway, for over 130 years.
Focus on Sustainability
The newly christened HX will persist in its dedication to offering adventure-centric, ecologically responsible small-ship expeditions to a diverse array of destinations, extending from the icy realms of Antarctica to the vibrant landscapes of Africa. In its fleet, HX possesses some of the most eco-friendly ships available, inclusive of the world’s inaugural hybrid battery-powered ships. Hurtigruten is also poised to introduce the world’s first ship with zero emissions by 2030, underscoring its dedication to environmental preservation.
Expanding Horizons
HX is not just investing in its branding but also in crafting high-end expedition itineraries to some of the globe’s most secluded, adventurous locations. Although the brand has garnered recognition as the experts in Polar regions, it has expanded its portfolio to include destinations such as the Galápagos Islands, which has swiftly become its third most favored destination. Moreover, HX is set to be the sole Cruise liner to traverse exclusively the West African archipelagos of Cape Verde and the Bissagos Islands, launching its exhilarating new itinerary this fall.
Vision for the Future
The CEO of Hurtigruten Group emphasizes that HX will maintain its pioneering stance in expedition cruising and eco-friendly travel, striving to expand its global footprint significantly. The upcoming innovations and the rebranding process are a testament to HX’s commitment to Sustainable Travel and its ambition to uncover remote corners of the world while cementing Hurtigruten’s iconic presence along the Norwegian coast.
Final Thoughts
The evolution of Hurtigruten Expeditions to HX symbolizes a progressive shift in the travel industry toward more sustainable and eco-conscious adventures. The rebranding marks a pivotal moment, as HX continues to pioneer with its commitment to offering unparalleled and environmentally responsible expeditions to the world’s most remote and exquisite destinations, such as Antarctica and Africa. The unrelenting focus on innovation and sustainable practices, as evident from their hybrid battery-powered ships and future zero-emission ships, underscores HX’s vision to redefine Adventure Travel. For the discerning traveler seeking immersive and eco-friendly experiences, HX serves as the beacon of transformative and responsible travel, ensuring the beauty and diversity of our planet are preserved for future generations.
