Hurtigruten’s Coastal Express Vs. Signature Line Cruises (& the 3 Clients Perfect for Them)

Norwegian coastal cruise specialist Hurtigruten offers two distinctive types of cruise voyages – the Coastal Express and the Signature Voyages. While both travel up and down Norway’s scenic coastline, the two types of voyages offer very different experiences for guests onboard.

The Coastal Express, which Hurtigruten has been operating for more than 130 years, offers a somewhat ferry-like experience, with stops at upwards of six ports each day, with some stops lasting no more than 15 minutes. Local Norwegians use the Coastal Express to travel between cities, sometimes getting onboard for only two or three stops before disembarking.

Amongst these day trippers, however, are cruise guests – passengers who come on for one to two weeks to travel the length of Norway’s coast, while participating in more traditional cruise-like shore excursions in select ports along the way.

“Passengers on the Coastal Route skew more to Norwegians using the voyages as a ferry between two distinct points, other Europeans doing the same, and some Brits, Aussies, and North Americans going for the full length of the voyage,” said Karl Kannstadter, vice president of content strategy – exploration, at Signature Travel Network.

“The sense I got on the Coastal route is for more of a DIY passenger,” he added.

The Signature Voyages

While the Coastal Express has continued to be popular with Norwegians and Europeans, in 2023, Hurtigruten introduced two new itineraries – grouped together as Signature Voyages – specifically to attract more North Americans, offering a much more traditional cruise-type experience.

The two itineraries – The Svalbard Line in the summer and the North Cape Line in the winter – follow a set schedule, with a once-daily port visit, and a range of excursions on offer in each port. They operate on ships that have been refurbed for that purpose, offering larger cabins and more upscale dining than on the Coastal Express. The Signature sailings are also more inclusive than the Coastal Express voyages, with all dining except in Røst, select alcoholic and non-alcoholic drinks, and Wi-Fi.

(In the summer, the Svalbard Line travels all the way north to Longyearbyen, while the wintertime North Cape Line goes as far north as Honningsvåg and boasts a Northern Light guarantee.)

However, despite the fact that the Signature Voyages were created specifically with the North American traveler in mind, TMR learned during this year’s VIP Summit that the vast majority of bookings coming from North America continue to be for the Coastal Express – though the percentage growth for Signature bookings is outpacing Coastal bookings.

We turned to Kannstadter and Ryan Fraser, senior marketing manager for Canada at Virtuoso, both of whom were onboard for the VIP Summit, to find out what they think is behind this surprising fact.

“I was surprised by that too,” Fraser told TMR.

He and Kannstadter agreed that it comes down to awareness.

Hurtigruten has been associated with the Coastal Express for more than 130 years. The Signature Voyages have been around for only three years.

“Signature being relatively new, it simply hasn’t had the same time to build familiarity and word of mouth. I suspect we’ll see that product gain real traction in North America over the coming years,” Fraser said.

“It’s awareness, plain and simple,” Kannstadter agreed. “As far as I’m concerned, it’s the main reason we were on board. Hurtigruten used the opportunity to showcase the ‘new’ product to us. For years, Hurtigruten has been synonymous with the Coastal Route, and it will take time and effort to get the trade and the consumer thinking about the Signature product.”

Coastal vs. Signature: Who Is the Right Guest?

We asked Fraser and Kannstadter which clients they think are the right prospect for the two types of Hurtigruten sailings.

“Travelers looking for a more traditional cruise experience – longer port calls, excursions done in a more typical way, lectures or films in a theater – would find the Signature product more to their liking,” Kannstadter told TMR.

Fraser offered similar advice. “If you [your client] value comfort and consistency. You want to only unpack once, you want to spend a bit more time getting to know the ship you’re on and the idea of a fully taken care of itinerary for 7 or 10 days puts your mind at ease, the Signature line is the one for you.”

For the Coastal Express, Fraser said look for clients that want to immerse themselves in Norwegian culture and have the flexibility to explore off-the-beaten path ports.

“For example: maybe you’re onboard for a couple of days and then you plan some hiking or kayaking for a few days before you jump back on at a different port, then Coastal is for you,” he said.

Kannstadter described the ideal Coastal Express cruiser as more of a “DIY passenger, rather than a guest looking to be pampered.”

However, while, on the surface, the Signature Voyages seem to make the most sense for most North American clients, speaking specifically of Canadians, Fraser said, “From a Canadian perspective, I also wouldn’t underestimate the appeal of authenticity. Our Virtuoso research found that 77% of Canadians actively seek experiences that are authentic to local culture. With Hurtigruten’s long-standing connection to the communities along the Coastal route, it’s hard to imagine a more authentically Norwegian way to experience the country. I think that really resonates.”

The Three Customer Archetypes

Beyond the advice that Fraser and Kannstadter offered, Hurtigruten has identified three guest profiles that it believes sums up the best prospects for travel advisors to market to.

“We’ve done a bit of global market research and also looked at our own customer database to look for traveler motivation,” said Lisa Warner, Hurtigruten’s chief marketing and digital officer during a business overview at this year’s VIP Summit onboard MS Trollfjord.

The three audiences that Hurtigruten identified are culture enthusiasts, nature explorers, and experience seekers.

“We’re using these internally to look at how do we make the best decisions based on who our guests are, whether that is from product development or looking at what we want to communicate to our guests,” she said.

For traveler advisers, these audience segments can help them understand who they already have among their client base that is the “perfect” guest for Hurtigruten.

Culture Enthusiasts

Culture enthusiasts are guests whose primary motivation is to connect with the places they visit, as well as the people who live there. These travelers are looking for companies who give the access to local communities in order to learn about local history and culture.

These travelers are looking for meaningful experiences over checking off sights on a checklist. The value comfort and well-organized experiences.

Travel advisors with clients that fit into the culture enthusiast segment should introduce Hurtigruten to them through the lens of Hurtigruten’s local guides and crew, and the company’s close ties to the community.

“The most striking thing about my trip to Norway was learning just how integral Hurtigruten is to the people and communities of the coast,” Kannstadter told TMR. “We passed under bridges, and bridges under construction, that were built with the height of Hurtigruten’s ships in mind… 80% of the food and beverage products onboard are source in Norway. The beer served on board is from a brewery in the Lofoten Islands… A waste byproduct of the beer making process is sent to a local goat dairy, and Hurtigruten buys the goat cheese they serve on board from that goat dairy. Many of the crew are from the coastal regions we sailed by, and they were all so proud to speak to the unique aspects of their town/region.”

Nature Explorers

Nature explorers are inspired by nature, landscapes, and wildlife. They appreciate opportunities to learn, observe, and understand the nature surrounding them.

“They might ask about the nature and the wildlife before they even ask about the ship that they’re going to be on,” Warner said. “That’s their key driver.”

“There are plenty of ways to see Norway from a ship. Hurtigruten takes you inside it. You’re sailing into incredibly narrow fjords, getting remarkably close to that raw landscape, and calling at small ports that still feel genuinely connected to the communities around them,” Fraser said. “That distinction is important. It doesn’t feel like Norway is simply the backdrop to a cruise. Norway is the experience.”

Travel advisors with clients like these should lead with the fact that Hurtigruten’s voyages are year-round and often feature nature-focused excursions. Talking about the cruise line’s focus on sustainability is messaging these prospects will also resonate with.

Experience Seekers

Experience seekers are high-energy travelers looking for new, memorable, and active experiences. They want to make the most of every minute they spend traveling. They value variety and trying new things.

“They’ll ask about multiple excursions and want to fit a lot into their trip,” Warner said.

Travel advisors talking to these clients about Hurtigruten should focus on the mix of scenery, culture, food, and active excursions. Emphasizing the uniqueness of many of the excursions Hurtigruten offers, which would be a struggle to arrange independently, is also suggested.

Specifically talking about North America, Warner told TMR that the Experience Seekers are the biggest segment.

“It’s a bit of a bucket list trip for them so they’re trying to pack as much into the trip as they possibly can. And the travelers that come to Norway are more adventurous,” she explained.