Hurtigruten launches Wave Season campaign with price incentives

How major brands position Nordic travel during peak booking periods

Hurtigruten has kicked off the Wave Season with discounted offers and a comprehensive consumer marketing campaign. The cruise line is promoting newly released departures with price reductions of up to 25 percent, supported by dedicated point-of-sale materials for travel agencies.

Targeting the 2026/27 booking window

The special conditions apply to several core products. These include Hurtigruten’s classic coastal voyages scheduled between April 2026 and January 2027, as well as departures from Hamburg on the North Cape Line from April 2026 through March 2027. According to the company, prices start at EUR 1,599 and EUR 2,999 respectively.

Availability is limited. Once the allocated contingents are sold, prices will adjust dynamically based on demand and cabin category.

Strong consumer-facing visibility

The Wave Season offers are backed by a broad advertising campaign across TV, print and online channels, which launched in mid-December. A key element of the messaging is a clear call to book via travel agencies.

To support distribution partners, Hurtigruten is also providing agencies with dedicated point-of-sale materials, including brochures and posters designed to increase in-store visibility.

Marketing perspective

While the campaign is specific to the cruise sector, it illustrates how major brands approach peak booking periods: clear price incentives, defined travel windows and coordinated consumer communication. For smaller suppliers, this highlights the value of structured offers and consistent messaging, even outside large-scale advertising environments.

More on Hurtigruten.

Header: © HGR Hege Abrahamsen