Making waves: Q&A with Alan Law - GLP Worldwide

Call it a voyage, an expedition, an adventure - whatever. Just don’t call it a cruise.

Hurtigruten, a Norway-based exploration company represented by GLP Worldwide in Canada, has made a name for itself by offering intrepid sailing itineraries for mature, well-heeled travellers. It has a long history of journeys to the Antarctic, Iceland and the Norwegian coast with a dedicated client following from Europe and the UK, but is still considered relatively niche in the Canadian market - for now.

In the past year, Hurtigruten has announced a range of new product enhancements, from vessel refurbishments to new ships and destinations, and this week, unveiled its largest investment in a decade: four new ships to be delivered in 2018 and 2019.

It’s the type of aggressive growth that smacks of big plans for the future, and if CEO Daniel Skjeldam’s recent promise to “build the most formidable expedition ships the world has seen” is any indication, the market of exploratory travel is in for a bit of a shakeup.

During an exploration of Arctic Coast of Norway with GLP Worldwide, PAX sat down with GLP's Director of Sales and Marketing Alan Law on the MS Midnatsol to talk the development of Hurtigruten, the expedition travel market - and why Canadian agents should be paying close attention.

How does a Hurtigruten cruise differ from other cruises?

Well first of all, it’s not cruising.

Sorry.

[Laughs] A lot of people use the word, but the term ‘cruise’ doesn’t really fit. It’s always been called a “Norwegian coastal voyage,” which is more accurate because it’s a lifeline that connects the entire seaboard with mail, cargo and people - while also taking world travellers to amazing places.

At first glance, it sort of seems akin to river - sorry - cruising.

Hurtigruten is similar to river cruising in many ways; it offers shoreline sailings, ‘old route’ passages and frequent small-town stops, but where it differs is its destinations. If you sail its southbound voyage in Norway, for example, you essentially travel a year in six days. From Kirkenes to Oslo, you witness multiple seasons, climates, scenery and cultures; you go from catching crab in the Arctic to shopping in downtown Bergen. It’s always different, always changing.

In short, it’s for worldly non-cruisers who want to steer clear of all-inclusive or mainstream travel and explore new worlds in comfort - while still challenging themselves.

Is there a specific age group?

Traditionally, it’s attracted an older crowd; mostly 60+. But lately, we’re seeing an increased interest from the younger-end of the baby boomer market; travellers in their early 50s who are still quite active, have disposable income, and who want authenticity off the beaten track.

Getting off that beaten track is going to cost more, naturally - but there’s a real value to doing something that nobody else you know has even thought about. Yes, it’s more expensive than the average trip, but you’re also doing a lot more - and seeing a lot more - than the average trip.

It’s been more than 10 years since Hurtigruten has added a new ship to its fleet - not counting the MS Spitsbergen, which sets sail this spring. Now they’re ordering four. What is the motivation for all this sudden growth?

The exploratory/adventure market as a whole has been seeing a big increase in demand for the kinds of experiences that allow travellers to really connect with their surroundings. I mean just this year, Hurtigruten tripled capacity for its expeditions to Antarctica, so the market is definitely growing - and they’re preparing to meet it head-on.

So expeditions are “in,” and cruising is “out?”

In terms of the Canadian market, it’s definitely something agents should look out for.

Take river cruising: it was around for decades in Europe, we’ve spent 15 years building it up as a unique method of travel in Canada, and now it’s huge. With time, avid river-cruisers will begin to crave more in-depth adventures like what Hurtigruten offers, and that’s when it’ll be expedition travel’s time to shine. 

Hurtigruten’s line of products are known for being long, costly and decidedly European in style. Is it a difficult product for agents to sell to Canadians?

Right now, it is. But I think it will be much easier for agents to sell Hurtigruten as Canadians continue to mature more as travellers. 

Plus, with the new direction the company is taking with its products, ship designs and new destinations, it’s clear they’re after - and understand the needs of - a more global market.

As for its style, it’s true that you won’t find any disco nights or rock walls on board, but Hurtigruten is more about allowing travellers to connect with their inner explorer - no zip lines or golf simulators required. It’s unapologetically authentic, right down to the smoked herring at breakfast.

With all of Hurtigruten’s new developments, can agents expect more support to promote the brand?

That’s where GLP comes in. It’s our job to provide tools and marketing strategies to our trade partners, help them master their product line, and match unique experiences to unique travellers so they can focus on building their business.

That’s always what we’ve been about, which is why we’re going to keep looking for even more ways to support the travel experts who work with us - especially in the coming months.

Is that a hint for some big changes for GLP coming down the pipeline?

Maybe... 

All things considered, Hurtigruten’s products are very different from what most North American consumers are used to, even by adventure travel standards. Is it worthwhile for GLP to promote it in so small a market as Canada?

If it was easy, everyone would do it! 

Like our partners’ clients, we like to do things other people aren’t doing, and while authentic, exciting types of travel are in demand more and more, it can also be difficult and time-consuming for agents when it comes to booking things like pre- and post-stays, airfare and excursions. 

Luckily for them, that just happens to be our specialty.