Hurtigruten Expeditions is rebranding as HX, a shorter and more modern name that reflects its focus on adventure travel and sustainable tourism. The new name will be launched in December, along with a new logo and branding across all materials.

Hurtigruten Norway, which operates the original Norwegian Coastal Express, will continue to use the name Hurtigruten. This is the same name that the company has used since it was founded in 1893.

The rebranding is part of Hurtigruten Group’s strategy to create two distinct brands, each with its own focus and target audience. HX will focus on high-end expedition cruises to remote and adventurous destinations around the world, while Hurtigruten Norway will focus on more traditional cruises along the Norwegian coast.

Despite the rebranding, HX will continue to offer the same immersive small-ship experience that it is known for, with a focus on exploration, scientific research, and expert-led lectures. The company is also committed to sustainability, and its fleet includes the world’s first-ever battery-hybrid-powered expedition ship, MS Roald Amundsen.

Hurtigruten Group remains steadfast in its commitment to becoming the world’s most sustainable adventure travel company by investing in technologies and solutions to achieve emission-free travel by 2050.