Iain Powell Named Hurtigruten Chief Commercial Officer
Hurtigruten has appointed Iain Powell as its new Chief Commercial Officer, marking a significant step in the company’s efforts to expand its global market presence. Powell joined Hurtigruten in March 2024 as Vice President of Sales & Marketing for the UK and EMEA, and his swift ascent to Managing Director for the Nordics, UK and Emerging Markets last December demonstrated his knack for driving sales growth and building strong partnerships. In his new role as CCO, Powell will lead the global commercial strategy, optimize market positioning and spearhead initiatives to attract an even broader audience to Hurtigruten’s Norwegian coastal voyages and expedition cruises.
With a career spanning some of the travel industry’s most prominent names, including TUI, Carnival UK and Saga Travel Group, Powell brings a wealth of experience in brand development, revenue management and distribution. His tenure as Trading Director at Saga Travel Group showcased his ability to align product offerings with customer expectations, while his roles at TUI and Carnival UK sharpened his skills in global market expansion and digital transformation. Since arriving at Hurtigruten, he has guided the company through key strategic initiatives, delivered strong sales results across multiple regions and strengthened relationships with travel partners and agents.
Hedda Felin, CEO of Hurtigruten, praised Powell’s track record and leadership qualities, noting that his business acumen and execution-focused approach would be vital as the company pursues ambitious growth targets. Under the ownership of a group committed to long-term investment, Hurtigruten has experienced a surge in demand from travelers eager to explore Norway’s dramatic fjords and remote Arctic landscapes. As CCO, Powell will be tasked with harnessing this momentum, refining product offerings and enhancing digital channels to improve both guest acquisition and retention.
In taking on his expanded responsibilities, Powell emphasized his enthusiasm for Hurtigruten’s distinctive appeal. He highlighted the company’s unique combination of authentic coastal voyages and expedition experiences, which leverage small-ship agility and immersive shore excursions. According to Powell, Norway’s coastal heritage and the opportunity to witness Northern Lights, glaciers and local culture give Hurtigruten a competitive edge that resonates with modern travelers seeking experiential journeys. He expressed confidence in the company’s ability to capitalize on that demand and drive sustainable growth.
Powell’s appointment comes at a time when Hurtigruten is scaling up its digital marketing efforts and forging partnerships with travel platforms to reach new demographics. He will oversee the launch of targeted campaigns in North America, Asia and emerging markets, where interest in Arctic exploration and sustainable tourism is on the rise. Additionally, he plans to work closely with the operations team to ensure that new products—such as hybrid-electric expedition ships and enhanced shore programs—align with market trends and customer feedback.
As Hurtigruten charts its course for the coming years, Powell is expected to play a pivotal role in unlocking revenue opportunities and refining the brand’s global narrative. His leadership of the commercial function will involve close collaboration with the Executive Leadership Team to integrate sales, marketing and distribution under a unified strategy. By leveraging data-driven insights and fostering innovation, Powell aims to strengthen Hurtigruten’s position as the world’s premier provider of authentic Norwegian coastal voyages and polar expeditions.
With Powell at the helm of its commercial operations, Hurtigruten is well positioned to accelerate its expansion into new regions, enhance guest engagement and deliver on its promise of unforgettable journeys through some of the planet’s most breathtaking seascapes.
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