[IMG=21284-7151] The interest of international cruise organizers in the Russian market is increasing. One more proof is the presentation of the Norwegian company Hurtigruten held in the Embassy of Norway on October 19th. The company known for organizing sea transportation in the North plan to compete with ‘classical’ cruise organizers positioning itself in the Russian market as the company offering specific tours. In particular, their routes go from Norway to Greenland and from Chile to the Antarctic. It is Hurtigruten principle not to enter other regions, supporting the image of ‘purely Norwegian’ company. Thus, Olav Luhr, Marketin Director for Eastern Europe and Asia, commented as follows: ‘Our competitors organize ‘genuine’ cruise programs, but on our liners you will not find casinos, discos and other type of entertainment - our tourists will enjoy the enchanting northern view. And it is unique about us’. Prices are not formed yet but, according to Luhr, a 17-day tour will cost around 15,000$.
Meanwhile, travel market experts think that Olav Luhr joining the company engendered its co-operation with Russia: before he presented Flom and actively promoted the region in the Russian market, while Hurtigruten did not pretend to Russian tourists. Thus, Mikhail Feldman, Head of Cruise Department of PAC Group, observed that ‘Hurtigruten always had an image of a conservative company. Only several companies send individual clients to them but through Norwegian partners’.
Furthermore, at the moment the company plans to make direct contracts with Russian tour operators (around 15) that work in the cruise niche intending further concentration on those that specialize in Scandinavian cruises. Among the companies invited to the presentation there were Natalie tours and EAST LINE.
On the one hand, travel market experts doubt Hurtigruten will attract clients of other cruise organizers. Thus, Elena Vetlova, Promotion Manager of Neptune Cruise Center, explained: ‘Hurtigruten can occupy its niche, their product can become additional to what other companies offer, but they are hardly able to compete with the existing programs’. On the other hand, travel market players believe that Olav Luhr will make every possible effort to attract clients as he did before promoting Flom. Meanwhile, Olav Luhr himself is disappointed by the reaction of the Moscow tour operators: ‘companies in St. Petersburg reacted more enthusiastically on our initiative’.
