Has Hurtigruten successfully managed its name change in the UK from Norwegian Coastal Voyage?
All the research and focus groups show the Hurtigruten name is recognised and awareness has increased since it was changed. It’s so unusual and creates a lot of humour, so we can have a lot of fun it. We have done a lot of advertising with the trade. What are Hurtigruten’s short-term challenges? There is a lack of awareness in the trade as to what we do. We have got to increase the number of brochures that go to travel agents, as well as our profile and communication overall with offers and launches. We are going back to basics. Agents get bombarded with so much information it’s important to make it fun and relevant to them and their generation. Another challenge for us is that people often think about booking Hurtigruten two years in advance – we want to keep that early business but we also want to make sure we get more late business. What is Hurtigruten doing to improve its relationship with agents? We have substantially increased our marketing budget to the trade and we are putting
