Hurtigruten: 'We want to become the UK's leading expedition brand'

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Fridtjof Nansen will sail around the British Isles next month

In just a few weeks the line’s UK and EMEA general manager and his team will host its second hybrid-powered expedition vessel, Fridtjof Nansen, for a month-long showcase around the British Isles.

It’s a substantial commitment, comprising three sailings from Tilbury, Liverpool and Portsmouth, ship visits “in nearly every port of call” and a trade overnight at London’s Tower Bridge.

“This is absolutely massive for us,” Daniels says, predicting 1,500 agents will see Nansen – sister ship to Roald Amundsen – during its UK stay.

“When we knew she was going to be delivered early, I put my hand up straight away and said ‘bring her to the UK’, but we didn’t expect we’d get her for a whole month. It’s a huge endorsement of the potential this market has.”

And the signs are positive. Daniels reveals Nansen is close to selling out its 1,500-cabin target for the showcase sailings, limited initially to 80% capacity to allow crew to train and prepare for the ship’s official maiden sailing in April.

However, Hurtigruten made the decision last week to release the extra 20% of capacity. “We’ve decided to just go for it – our teams want to be tested to their maximum before launch,” says Daniels.

Agents onboard the showcase sailings will experience what he calls “expedition lite”, with local excursions planned and access to the ship’s Science Center. Customers hungry for more adventure can book future sailings onboard, with commissions passed to their travel agent.

“The trade knows we’re not out there fishing for direct business, but want to engage the market and create awareness around what it means to have a ship like this here in the UK,” explains Daniels.

“One of the barriers agents can face when selling expedition with confidence is first-hand product knowledge, and we want to help tackle that.”

The Science Centre onboard Nansen's sister ship Roald Amundsen

About 1,000 guests, “predominantly agents”, will have the chance to tour Nansen during a raft of ship visits – the smallest event “for about 20 people” in the Cornish town of Fowey.

Nansen’s tour will culminate at Tower Bridge on 22 March, when trade guests will take part in tours and talks, and hear from Hurtigruten’s chief executive Daniel Skjeldam.

“It’s the single biggest UK event we’ve held in recent memory,” continues Daniels. “To have one of the world’s first hybrid-powered ships sailing down the Thames is enormous, and the message needs to get out there.”

Nansen’s visit is currently at the top of Daniels’ lengthy to-do list since becoming UK general manager in October 2018, having been promoted from UK head of sales.

Nansen’s arrival, Hurtigruten’s first ex-UK expedition season out of Dover and new Glasgow departures for the Hebrides in 2021 have all been green-lit since he took over.

“And that’s on top of normal trading,” he laughs. “It’s been a challenging but fantastic time for us."

The noise around Nansen’s visit will no doubt help Daniels as Hurtigruten prepares for its inaugural ex-UK expedition season next year.

The line is converting three of its current fleet to offer expedition sailings. Among those vessels is Maud (formerly Trollfjord), which will be based on the south coast from October 2021 and March 2022.

“It’s out of Dover, no-fly, northern lights – what a great opportunity for agents,” says Daniels. “We don’t want this to be seen as just another [typical] ex-UK cruise, so we need to make sure we get the right messages across.”

With Nansen’s showcase and investment in UK deployment, could this be a sign of year-round UK sailings to come?

“It’s not off the table,” Daniels replies. “In the winter months there isn’t too much competition, but we’ve got to get people familiar with our brand and product, then move into summer.

“Summer sailings would have to be different – heavy on wildlife and port intensive. It could happen but not for a few years yet.”