Hurtigruten has reported its strongest ever month of trading and start to the year in the UK, which it describes as one of its strongest source markets.

In a press release, the company said that the UK booked revenue in January increased 75% year-on-year, reflecting a growing demand for voyages along the Norwegian coast and into the high Arctic.

Hurtigruten’s Signature and Original voyages recorded UK booked revenue growth of over 70% compared with the same period last year, while UK trade booked revenue was up over 80% year-on-year.

The launch of a three-part travel documentary series in partnership with Channel 4, “Lorraine Kelly’s Norwegian Odyssey,” is thought to have contributed to this by bringing Hurtigruten’s voyages and Norway’s coastal landscapes to a broader audience.

The series is credited for contributing to a 107% increase in website traffic in the January 15-29 period compared with the same period last year.

“We’re delighted with the way the year has started in the UK, delivering our best ever month of trading,” said Iain Powell, chief commercial officer at Hurtigruten.

“Demand has exceeded expectations, with one of our strongest trading days achieved even before the first episode of ‘Lorraine Kelly’s Norwegian Odyssey’ aired.”

Powell said he believes the UK team’s sustained investment in building brand awareness and working closely with trade partners is paying off.

He stated that the momentum is being felt across the whole business, giving the company confidence as it moves through the rest of the year.

In addition to this, Hayley Moore started her new position as Hurtigruten’s Vice President of Sales & Marketing for the UK and Emerging Markets in mid-January.

With experience in driving brand visibility, commercial performance, and strategic partnerships, Moore is expected to play a key role in building on this achievement and unlocking new opportunities for the Norwegian player.