The Norway-based line has traditionally been associated with catering more for adults – children are welcome onboard, but the line has no specific facilities, and most children tend to be with local Norwegian families travelling from port to port.
However Martin Julseth, the line’s director of product development, revealed that this could be set to change with the introduction of a Young Explorer programme.
Speaking at last week’s global trade event in Norway, Julseth said: “Three ships will be given their own explorer host, who will simplify what the expedition team do for seven to 13-year-olds.”
He stressed this would not be a form of “kids’ club”, whereby parents drop off their children, as often happens with other cruise lines.
“Parents won’t be dropping the children off; they’ll be doing it with them,” he said. “We don’t have many kids now, but if we have the programme, we can attract them.”
The new initiative will be launched in 2017, and will be offered on the line’s millennium-class ships, Julseth said.
He added that the focus would be on nature, wildlife and culture. The line currently offers 70 excursions to passengers, and Julseth said those that were considered appropriate for the Young Explorer programme would be identified with a symbol in brochures.
“We won’t be offering hikes, but we will have things such as beach clean-ups,” he added.
The move comes as the line intensifies its focus on sustainability. Chief executive Daniel Skjeldam told delegates he believed this would be “even more important in the future”.
“We started the Hurtigruten Foundation to give back to small grassroot organisations that we sail through. We also encourage guests to pick up litter with us – they don’t have to, but we encourage them to if they want to.”
Skjeldam added that the line was also looking to improve the sustainability of its ships themselves. “In the future, they won’t sail on oil, but will be battery powered, which could even be powered by local waterfalls in the different ports,” he said.
