Hurtigruten has reported its strongest ever month of trading and start to the year in the UK, with total booked revenue in January increasing 75 per cent year-on-year

Growth was particularly strong across the Norwegian coastal operator’s Signature and Original voyages, with each recording growth of more than 70 per cent compared with the same period last year. UK trade booked revenue was up more than 80 per cent year-on-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. This performance reflects a strong mix of forward bookings, excellent trade support, and increased visibility through our Channel 4 partnership.

He continued: “The sustained investment the UK team has made in building brand awareness and working closely with our valued trade partners is clearly paying off. This momentum is being felt across the whole business and gives us real confidence as we move through the rest of the year.”

In mid-January, Hayley Moore started her new position as Hurtigruten’s vice president of sales and marketing for the UK and emerging markets.

With experience in driving brand visibility, commercial performance, and strategic partnerships, the line said Moore will “play a key role” in building on this strong start to the year and unlocking new opportunities with both trade and consumers.