Hurtigruten named leading sustainable brand in travel industry

Hurtigruten has been named the leading sustainable brand in the travel and tourism industry 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. The survey featured 282 brands across 25 industries.

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

“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.”

Felin also emphasised Hurtigruten’s commitment to actual sustainability outcomes, stating that it is important that its perception as a sustainable brand aligns with its real-world performance.

West Africa Cape Verde Hurtigruten. (Supplied)

“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,” Felin, said.

“For Hurtigruten, it is essential that our perception as sustainable aligns with our real-world performance.

Last year, Hurtigruten Group achieved the highest ESG (Environmental, Social, and Governance) ranking among cruise companies globally in a review conducted by renowned Morningstar Sustainalytics. This recognition placed Hurtigruten among the top 3 per cent of companies in the international travel industry.

“We have made substantial investments in emission reduction measures, including significant environmental upgrades to our vessels, Felin continued.

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, the world’s most energy-efficient cruise vessel currently in the research and development phase for a 2030 introduction.

The company is also undertaking 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 and ten years previous, in 2009, Hurtigruten Group was the first cruise line to ban heavy fuel oil and, in 2018, the first to ban single-use plastics.

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Hedda Felin hurtigruten