Hurtigruten APAC has formed a new collective of high-achieving travel agencies that will elevate Norwegian travel and drive awareness of the destination in Australia and New Zealand.
The Hurtigruten Nordic Alliance is the brainchild of Damian Perry, Managing Director, APAC, and comprises 10 elite travel agency partners.
Established mid-year, the concept brings together a group of industry professionals and advocates for Hurtigruten, with deep knowledge of the brand, its unique offering and service, who will “assist in shaping the future of travel to Norway,” Perry said.
The founding members of the Nordic Alliance including Robyn Sinfield, Home Travel Company; Carole Smethurst, Bicton & Claremont Travel; Emma Whiting, Emma Whiting Travel; Elizabeth Clark, The Cruise Centre by Travelcall; Michelle Ashcroft, Phil Hoffmann Travel; Jeff Lecky, House of Travel; Gemma Giandomenico, MyHoliday2; Stuart Coffield, Geelong Travel; Michelle Everson, Jamison Travel; Allison Lord, Travel Associates Turramurra – Cruise Boutique; and LATTE’s Guy Dundas as exclusive media partner.
More than an advisory board, members of the Nordic Alliance will have access to several benefits such as individual strategy plans, co-op marketing funds, exclusive training, early access to offers and promotions, weekly support, priority famil invitations and access to Hurtigruten’s global leaders and stakeholders, including CEO Hedda Felin.
Andrew Eddy, Hurtigruten’s APAC Sales Director, is developing a dedicated team to assist with co-op activities and increase sales and marketing opportunities for the members.
“This is not just another advisory board. We will give members genuine value and build each of their businesses to be our leading commercial and trusted partners, and the “go to” brand in your market for Hurtigruten, Norway and the Nordics,” Perry said.
“Our product range now includes a broad offering of value for money coastal entry programs, all the way to exclusive suites offering, our premium Signature range which is now doubling capacity as we add one more ship to Signature, and an expanded Tour & Cruise range across Norway, Finland, and soon to launch Sweden and Iceland extensions.”
Perry told LATTE that Australian travellers make up just 1% of inbound arrivals to Norway, yet the AU/NZ market deliver a dramatically higher percentage of Hurtigruten’s global business, indicating the strength of the existing brand, awareness and presence in market. Travellers link Hurtigruten and Norway as one. And while over 16% of bed nights in Norway are on board Hurtigruten’s fleet of ships we know we can offer more solutions and continue the strong growth.
“Hurtigruten has long-standing partners in Australia and New Zealand, and this alliance will help steer us through the marketplace as we gather feedback from the consumer and the industry.”
Perry explains that Hurtigruten’s guests happily provide their thoughts of the product when they are sailing on the Nordic coastline but are missing out on crucial feedback on the pre- and post-cruise experiences, stopovers, airfares and all elements that come with fully packaged trips.
Robyn Sinfield, Owner of Home Travel Company, a member of FCTG’s Luxury Travel Collection (one of four LTC agencies in the Nordic Alliance), lauded Perry’s creation of the group, telling LATTE that “any supplier that communicates directly with the industry ends up being a trump player.”
“It gives the company a higher profile and assists with thrashing out ways to work together.”
With more than 40 years industry experience, and based in remote Penguin, Tasmania, Sinfield said her regional business brings “something completely different to the table” of an advisory board, compared to most other metropolitan based agencies.
“We applaud Damian, who’s had this blueprint in mind for years. Its launch is perfectly timed,” she said.
Perry noted that for guests travelling from Australia to Norway, not only is it 16,000+ kilometres away and a 26-hour flight with multiple stops, but it’s also “very foreign”.
“Some people are unsure of where they are going, the towns, the villages and fjords – which they can’t even pronounce the names of. It’s a real journey, so we’ve got to ensure we’re collecting the right feedback from Hurtigruten guests and working with these partners to create solutions that will help grow their businesses rapidly.”
“Our Nordic Alliance members will offer advice, direction, and challenges to make us the best in-market. We want our partners to tell us if an itinerary is too long, too short, needs something more, take something out, etc.
“Without the direction of an advisory board, we’re working in a silo,” Perry added.
