Soaring customer satisfaction levels for Hurtigruten are a sign that the Norwegian cruise line’s “unique” product is being sold effectively by the trade, according to managing director Kathryn Beadle.
Its core product, an 11-night cruise along the Norwegian coastline, is part tourist cruise and part government-subsidised local ferry. On average, around 60% of passengers are tourists with the remainder made up of locals en route to a specific destination.
The result, according to Beadle, is a “very authentic” experience with a high level of interaction with fellow travellers, further enhanced by Norwegian food on board and Norwegian staff.
The ships and cabins are simple, without the frills of many other cruise lines, Beadle admitted. But she highlighted that simplicity as part of the product's appeal.
“The entertainment is all around,” she explained. The ships have “panorama lounges” for people to enjoy the dramatic vistas of the fjords “no matter where they are sitting”. While there may be a pianist in the bar in the evening, the focus is instead on educational elements with frequent lectures on board, visits by local fishermen and a ceremony held when crossing the Arctic Circle.
“It’s very, very different,” Beadle stressed. “But satisfaction levels are hitting over 90% now which is a credit to the trade because they’re absolutely selling the right product to the right person.”
Australia continues to grow in importance for the cruise line with last year’s growth of 18% outpacing the global average of 11%.
“We’re thrilled and surprised by how well the brand is know is Australia,” Beadle said, revealing brand awareness among travel agents Down Under is roughly on a par with the UK.
The cruise line also offers a range of expedition cruises, but it is its core coastline product that is proving most popular with the Australian market, she revealed.
“It’s a sign that people want to do something different. People are not going on holiday just for the sunshine anymore – they’re looking for that dinner party brag.”
