HX vs. Hurtigruten: Scouting the Rebrand (And Which One You Actually Want)

When a 130-year-old maritime legend splits in two, the traveler usually pays the price in confusion. For over a century, the name "Hurtigruten" was synonymous with both the rugged Norwegian post-ship and the world’s most famous Antarctica expeditions.

But as of late 2023, the brand has officially diverged. The distinction is clear—but if you don't know the nuances of the HX rebrand, you risk booking a coastal ferry when you wanted a polar expedition (or vice versa).

We’ve scouted the decks of both the classic fleet and the new high-tech vessels. And as part of our complete guide to luxury and expedition cruises, here's our complete report on the brand split.

The Split: Why the Name Changed

Hurtigruten Group decided to separate its two very different styles of travel into two distinct brands.

1. HX (Hurtigruten Expeditions): This is the global expedition brand. If you are looking for Antarctica, the Galápagos, the Northwest Passage, or Svalbard, this is your brand.
2. Hurtigruten: This brand has returned to its roots—the Norwegian Coastal Express. These ships remain the lifeblood of the Norwegian coast, carrying mail, cargo, and travelers between 34 ports of call.

The HX Take: The Modern Choice

HX is where the "Expedition" in the original name now lives. We scouted their newest vessels, the MS Roald Amundsen and the MS Fridtjof Nansen, and the difference is massive.

The Experience: HX is built for the active explorer. It’s not about tuxedos; it’s about Scandi-chic design, hybrid-electric power, and a deep, academic connection to the destination.

What Stood Out:

• The Science Center: We scouted the Nansen’s Science Center—it’s not just for show. It’s a legitimate laboratory where you can work alongside scientists on citizen science projects.
• Zodiac-First Mentality: HX ships are designed for rapid deployment. When a pod of whales is spotted, the crew gets you into the water faster than almost any other fleet of this size.

The Hurtigruten Take: The Original Coastal Soul

If your goal is to see every inch of the Norwegian coast—the way the locals have seen it since 1893—you want the original Hurtigruten brand.

The Experience: This is "Slow Travel" at its most authentic. These ships are part of the landscape. They aren't "expeditions" in the sense of Zodiac landings and ice-trekking; they are atmospheric journeys through the fjords.

Who It’s Perfect For:

• Travelers who want to visit tiny, remote Norwegian villages that no other cruise ship can enter.
• Those who prefer a "working ship" vibe over a traditional resort-style cruise.

Which One Should You Book?

Book HX (Hurtigruten Expeditions) if:

• You are heading to Antarctica or the High Arctic.
• You want a high-tech, luxury-leaning sanctuary with world-class dining.
• You want to participate in the "Polar Plunge" and active kayaking.

Book Hurtigruten (Coastal) if:

• Your heart is set on Norway specifically.
• You want the most authentic, non-touristy way to see the Northern Lights.
• You prefer a more casual, ferry-style rhythm where you can hop on and off in local towns.

The Bottom Line

Don't let the 2026/2027 brochures confuse you. HX is the future of polar exploration, while Hurtigruten remains the keeper of Norwegian tradition.

The move to separate the brands was a win for the traveler—it allows HX to lean into becoming a world-class luxury expedition rival to brands like Seabourn and Silversea, without being held back by the cargo-hauling roots of the coastal fleet.

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