For the second year running, Norwegian consumers have named Hurtigruten the most sustainable brand in Norway within the travel and tourism category.

In the 2025 Sustainable Brand Index survey, where 10,000 Norwegian consumers were asked about their perceptions of various brands’ sustainability efforts, Hurtigruten ranked highest in the travel category.

“We see this recognition as a valued acknowledgment that our commitment to delivering real results is being noticed. It is highly motivating to know that our efforts are making an impact,” says Hedda Felin, CEO of Hurtigruten.

Hurtigruten operates a fleet of ten ships, four of which have been converted to modern hybrid vessels, using battery packs to cut emissions.

Recognition for the second year

Conducted by SB Insight, the Sustainable Brand Index is regarded as Europe’s largest independent brand study on sustainability. This year marks the second time Hurtigruten has led the travel segment among 278 Norwegian companies spanning various industries.

“We know we operate in a highly polluting sector, which is why we have made significant investments in emission-reducing initiatives, including major environmental upgrades and the conversion of vessels into hybrids. Our ambition is to help make Norway an even more sustainable destination.”

In 2024, Hurtigruten also topped the annual ranking of cruise lines compiled by German environmental organization NABU.

“There are no simple fixes in our industry, but we’re already looking ahead to the next generation of coastal ships. Through our Sea Zero project, our goal is to develop the world’s most energy-efficient vessels by 2030,” Felin says.

Hurtigruten is currently involved in a research and development program alongside partners such as Sintef, Vard, and Brunvoll, among several other Norwegian collaborators.