Hurtigruten is opening a new Seattle-based office as it moves to establish a more robust North American presence, according to the cruise line.

The company is taking a fully-integrated approach to marketing, sales and reservations services, specifically designed for the world’s largest cruise market.

Distribution will be spread through travel agents, tour operators and directly to the consumer.

“This is a very strategic market for us where Hurtigruten today has a small share. American travel and lifestyle trends are confirming a growing interest for nature-, activity- and experiential-based holiday experiences. A Hurtigruten voyage is positioned perfectly in that regard as it offers authentic experiences close to the Norwegian coastal culture and majestic natural scenery as well as the remote regions of the Arctic and Antarctica,” said Daniel Skjeldam, Hurtigruten CEO.

To assist in that regard, Hurtigruten is now expanding its relationship with Global Voyages Group and has entered a strategic, integrated partnership with the Seattle-based firm. “We want a much more aggressive approach for the North American market place and expect significant growth in the years to come.  Global Voyages Group has demonstrated extensive experience in the growing expedition style category, as well as with Alaska tourism, which makes them an ideal partner,” Skjeldam continued.

David Giersdorf, president of Global Voyages Group confirms that Hurtigruten is set up for success in the growing segment of customers requesting more tailor-made experiences during their holiday.

“Americans find Norway unique and attractive and desire a more activity- and experience-based holiday. The voyages along the Norwegian Coast, Antarctica and Arctic are all appealing holiday options,” offered Giersdorf. “We are very optimistic and honored to be a partner to such a differentiated and unique brand as Hurtigruten and look forward to further strengthening our cooperation.”