Coolcations are a rising trend which can be utilised by agents to promote “perfect” destinations like Norway, according to Hurtigruten’s commercial chief
Iain Powell said the hot temperatures experienced across Europe over the last two summers combined with a growing appetite for adventure travel have prompted a surge in bookings for Hurtigruten sailings.
He told Cruise Trade News agents can use this trend to promote the line – which sails exclusively to Norway – as a way of securing additional bookings.
“We’ve been talking about coolcations for a while now,” he said. “We were quite early to the trend as we recognised there was a growing number of customers talking to us about wanting to avoid crowds and the heat and to experience authentic nature, which is perfect because it is exactly what we offer.
“For the last two summers, the media has been rife with stories about the soaring temperatures across Europe, concerns about overtourism and rising numbers of protests from destinations who do not want visitors coming in such large droves.
“We are all about providing active Norway holidays which take our guests closer to nature where they can meet small communities which simply cannot be accessed by larger ships.”
Lisa Warner, chief marketing and digital officer, emphasised Norway is a year-round destination, making it an excellent choice for agents as once they learn about the country, they can consistently promote it to their customers.
“One of the joys of Norway is that you can come here at any time of year and experience something amazing which is a great selling point,” she said.
“Plus, even if customers have been, if they come again at a different time of year, they will get a totally different experience.”
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