Hurtigruten Group AS is taking its adventure travel brand Hurtigruten Expeditions to the next level by rebranding as HX, according to a company statement.

Hurtigruten Norway, which celebrated 130 years of operating the original Norwegian Coastal Express this summer, will continue with the iconic name but simplified to just “Hurtigruten”, maintaining the same name as when it first launched in 1893, signifying “the fast route” in Norwegian.

“The name Hurtigruten is synonymous with travel in Norway, just as it has been a renowned travel brand for over 130 years. Today’s evolution of our brand identities is the culmination of the work that started in 2021 when we split the two brands,” said Daniel Skjeldam, CEO, Hurtigruten Group. “HX will remain at the forefront of expedition cruising and sustainable travel as we continue to significantly grow its global presence while strengthening Hurtigruten’s iconic position on the Norwegian coast. With HX, we are investing in our high-end expedition itineraries to some of the most adventurous, remote places around the world, including being the only cruise liner to exclusively sail the West African archipelagos of both Cape Verde and the Bissagos Islands in this year’s most exciting new itinerary that’s launching this fall.”

The new HX brand and logo will be fully implemented starting in December, with updates to brochures, websites, and social channels; livery repainting of the fleet’s six ships will commence over the next 18 months.

According to the company, in 2020, the strategic separation of the two brands was announced to enhance operational and commercial autonomy for each business, allowing for the delivery of distinctly different guest experiences. Implementation of this separation began in 2021, and earlier this year, Hurtigruten Group completed its internal restructuring to align commercial and support functions with the dedicated ship operations. The Group also announced a fleet adjustment over the summer, shifting Hurtigruten Expeditions’ battery-hybrid-powered MS Otto Sverdrup to Hurtigruten Norway as of January 2024 while redeploying MS Maud to Antarctica due to growing demand.