Hurtigruten recorded its strongest ever month of trading outside of Norway during January 2026, with booked revenue rising 75pc compared with the previous year.
The increase applied across both Signature and Original voyages, each showing growth above 70pc. Trade bookings through agents surged more than 80pc, underlining the role of partners in the company’s approach.
A recent Channel 4 documentary series, Lorraine Kelly’s Norwegian Odyssey, boosted visibility and led to a 107pc rise in website traffic between 15 and 29 January against the same period in 2025. The partnership expanded awareness of Norwegian coastal voyages among mainstream viewers. Hayley Moore took up the role of vice president of sales and marketing for the UK and emerging markets in mid-January.
Iain Powell shared “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.”
