Hurtigruten Names First Group Sales Manager for North America

Hurtigruten on Monday announced it has hired its first-ever group sales and operations manager for North America.

Jordan Freese, the former general manager at Incredible Adventures, an eco-friendly adventure tour operator and DMC based in San Francisco, is joining Hurtigruten in the newly created role. This marks the first time the company has filled the position since its split from HX in early 2024.

Freese will be tasked with working with trade partners, tour operators, and associations to drive the cruise line’s group sales, a segment Hurtigruten describes as a “growing part” of its business.

“The demand for groups is consistently growing, with Norway being an ideal destination, especially given Hurtigruten’s wide portfolio of not only cruises but also tours that we offer,” said Carly Biggart, Hurtigruten’s head of the Americas. “In this role, Jordan will strengthen our B2B support, a core focus for us for some time now, and we are seeing great results because of that. We are therefore so excited to welcome Jordan to our hard-working team as this will make us even more competitive and easier to work with for our existing and new trade partners.”

Freese spent five years at the San Francisco-based Incredible Adventures before joining Hurtigruten. She previously worked for American Adventures in Santa Rosa, California, including a tenure as operations manager.

“I’ve admired Hurtigruten for its commitment to meaningful and responsible travel, and I’m excited to now be part of a team that’s redefining how people experience the world,” Freese said. “With my extended background of working with travel operators and partners over the years, I believe I will really add value and help the company grow even further.”