Hurtigruten named most sustainable brand in Norway’s travel industry

Hurtigruten has just been named the most sustainable brand in the travel and tourism industry in Norway.

Given the country’s commitment to sustainable and renewables, and the focus and support it gives towards achieving these goals, that is no mean feat.

The assessment comes in the latest edition of the Sustainable Brand Index for 2024.

Based on a survey among 13,000 Norwegian consumers, Hurtigruten was the only brand in its category to make the top 100.

Hedda Felin, CEO of Hurtigruten, tells us: “We are so pleased to see that Norwegians perceive Hurtigruten as the most sustainable company in the travel industry.

“We view this as a validation of the tangible results we have consistently delivered in safeguarding nature and culture along the iconic coastline we sail throughout the year and the value we co-create with the local communities along the Norwegian coastline.”

Hedda emphasises Hurtigruten’s commitment to actual sustainability outcomes: “It is essential that our perception as sustainable aligns with our real-world performance. This drives our investments in solutions aimed to effect genuine change, including emission reduction, food waste management, sourcing local produce, and purchasing services from coastal vendors.”

Last year, Hurtigruten Group achieved the highest ESG (Environmental, Social and Governance) ranking among cruise companies globally in a review by Morningstar Sustainalytics. That put it in the top three per cent of companies in the international travel industry.

Hedda confirms: “We have made substantial investments in emission reduction measures, including significant environmental upgrades to our vessels. Currently, we are collaborating with a wide range of stakeholders from the industry, government sector and academia on zero-emission ships aimed at eliminating emissions while drastically reducing energy consumption. We acknowledge that the journey ahead is long, but our commitment remains resolute.”

+ Last summer, Hurtigruten unveiled renderings and plans for its Sea Zero project, which aims to be the world’s most energy-efficient cruise vessel. It is currently in the research and development phase, preparing for a 2030 introduction.

+ Hurtigruten is also undertaking what a spokesperson says is one of the most extensive environmental upgrades in European maritime history with its existing fleet: “Three of the seven ships have been upgraded to battery-hybrid-powered ships. The other vessels are being outfitted with various technologies that will cut CO² emissions by 25 per cent and NOx (nitrogen oxides) by 80 per cent.

+ In 2019, sister company HX Hurtigruten Expeditions introduced the world’s first battery-hybrid-powered ship, MS Roald Amundsen.

+ In 2009, Hurtigruten Group was the first cruise line to ban heavy fuel oil and, in 2018, the first to ban single-use plastics.