What first attracted you to role at Hurtigruten?

I really wanted a new challenge in my career, so when the opportunity to work at Hurtigruten came up, I jumped at the chance. They are a well-known, much-loved, and established heritage brand in the cruise industry, and their commitment to innovation and sustainability has always inspired me. 

The rebrand also presented an intriguing opportunity and challenge for me to contribute towards developing a new strategy and embarking on an exciting brand journey that will introduce Hurtigruten to new audiences.  

What projects are you most excited about?

A lot is happening, but I look forward to promoting the new Signature itineraries we launched last year, the more premium Svalbard Line and North Cape Line. This new category has so much potential, and I can’t wait to collaborate with the team in reaching new audiences and drive broader brand awareness among consumers and trade. 

I’ve also cultivated strong relationships over the years within the industry, so I’ll use my experience and expertise to help grow and strengthen relationships with trade partners through the introduction of new marketing toolkits, assets, overbranded DMs, and event opportunities.

Most of all, I’m looking forward to being part of a new team and helping to build and nurture the team to unlock the potential of Hurtigruten.

How do you plan to raise more brand awareness with the trade?

Following the recent brand split, over the next few months, our efforts will be dedicated to maximising the effectiveness of consumer and trade marketing to help build brand awareness and increase demand for the legacy Hurtigruten brand. We’ll be introducing a range of new marketing tools, delivering new assets, and offering event opportunities. It’s still early days but stay tuned for more updates!

What sets Hurtigruten apart from other cruise lines?

With over 130 years of experience, Hurtigruten is the true master of navigating Norway’s coastline. The brand’s heritage, combined with a commitment to innovation, has helped to set new standards in the cruise industry, including Europe’s biggest environmental upgrade programme and a first look at the first zero-emission cruise ship from Hurtigruten, due to arrive in 2030. 

Our onboard experts help to bring to life the communities we encounter through lectures and excursions, whilst our coastal kitchen programme offers guests a taste of Norway through locally sourced produce. We can truly offer guests a taste of Norwegian life.

Tell us about some exciting developments within the cruise line.

Our biggest news is the introduction of Signature, our premium itineraries that elevates the coastal Norway cruising experience. This new category offers a genuinely unrivalled way to experience the most beautiful coastline in the world. 

Drawing inspiration from the golden age of ocean liners, the Svalbard Line (summer) and the North Cape Line (winter) are carefully curated small-ship sailings that will help guests immerse themselves in the culture and nature of Norway. Expanding upon what was formerly known as The Svalbard Express and The North Cape Express, the offerings have now doubled in capacity, responding to the growing demands from guests and demonstrating Hurtigruten’s commitment to innovation.   

For the 2025/26 season, we are offering guests more departure options, including additional Signature voyages departing from Oslo. This expansion will provide travellers with greater flexibility in planning their Norwegian coastal adventure, allowing them to embark on their journey from the vibrant capital city of Norway. 

What would you say to people who have yet to try cruising? Also, for regular cruisers, why should they choose a Hurtigruten cruise? 

Travelling with Hurtigruten is the best way to experience Norway all year round. Not only will you witness the changing seasons along the coastline, but you can bask in the incredible Northern Lights in winter, chase the midnight sun in summer, meet the locals, and experience authentic, Norwegian cuisine. With over 130 years of experience sailing the Norwegian coast, and an onboard, knowledgeable Coastal Experience Team, Hurtigruten are the true experts in delivering a fully immersive adventure to Norway. Don’t just visit Norway, Live it.