Hurtigruten Named Most Sustainable Brand Within the Travel & Tourism Industry in Norway

In the dynamic landscape of the travel and tourism industry, where concerns about environmental impact and sustainability are increasingly at the forefront, Hurtigruten has emerged as a beacon of responsible practices.

The latest edition of the Sustainable Brand Index for 2024 has crowned Hurtigruten as the leading sustainable brand in the industry, based on a survey among 13,000 Norwegian consumers. Remarkably, Hurtigruten stood out as the sole representative of its category to feature in the prestigious top 100 of the survey, which encompassed 282 brands across 25 industries. This recognition by SB Insight, which has been conducting the survey since 2013, underscores Hurtigruten’s unwavering commitment to sustainability.

Hedda Felin, CEO of Hurtigruten, expressed her delight at the recognition saying "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.”

Crucially, Felin underscored Hurtigruten’s dedication to translating its sustainability ethos into concrete actions. “For Hurtigruten, it is essential that our perception as sustainable aligns with our real-world performance,” she asserted. This commitment manifests in various initiatives aimed at effecting genuine change, from emission reduction and food waste management to sourcing local produce and supporting coastal vendors.

Hurtigruten’s impressive track record in sustainability extends beyond mere perception. Last year, the Hurtigruten Group attained the highest ESG (Environmental, Social, and Governance) ranking among cruise companies globally, as determined by Morningstar Sustainalytics. This accolade positioned Hurtigruten among the top 3% of companies in the international travel sector, further validating its sustainability credentials.

“We have made substantial investments in emission reduction measures,” Felin revealed, highlighting the company’s proactive stance in combating environmental challenges. Collaborative efforts with industry stakeholders, governmental bodies, and academia are underway to develop zero-emission ships, with the aim of eliminating emissions and significantly reducing energy consumption.

Looking towards the future, Hurtigruten is pioneering groundbreaking initiatives to revolutionise maritime travel. The Sea Zero project, slated for introduction in 2030, promises to deliver the world’s most energy-efficient cruise vessel, setting new benchmarks for sustainability. Meanwhile, the company is undertaking extensive environmental upgrades across its existing fleet, with three out of seven ships already converted to battery-hybrid-powered vessels. These enhancements are projected to slash CO² emissions by 25% and NOx (nitrogen oxides) by 80%, contributing to a cleaner, greener maritime ecosystem.

Hurtigruten’s commitment to sustainability is further underscored by its trailblazing decisions, such as the ban on heavy fuel oil in 2009 and the elimination of single-use plastics in 2018 – initiatives that set industry precedents and underscore the company’s unwavering dedication to preserving the planet.

In an era defined by growing environmental consciousness, Hurtigruten stands as a shining example of how sustainable practices can coexist with commercial success. As the travel industry continues to evolve, Hurtigruten’s pioneering spirit and steadfast commitment to sustainability set a precedent for others to follow, reaffirming its position as a trailblazer in responsible travel.