Hurtigruten i55 Spring 24

NEW HORIZONS TOWARDS

Norwegian shipping company Hurtigruten, an iconic brand in its home country, is leveraging its century-long tradition, enriched with a spirit of modern adventure.

Towards

New HORIZONS

Norwegian shipping company Hurtigruten, an iconic brand in its home country, is leveraging its century-long tradition, enriched with a spirit of modern adventure. “Following the harsh years of the global pandemic, Hurtigruten is sailing full speed again,” says Tom Arild Trosterud, VP Procurement.

Established in 1893, Hurtigruten is not only a household name in Norway but an indispensable part of the country’s history. In the late 19th century, the 780-mile coastline from Bergen to Kirkenes was a busy route for the transportation of both goods and passengers but services were unreliable and infrequent. That changed in 1893, when Captain Richard With’s steamer, DS Vesteraalen, was brought into service along the coast of Norway, marking the birth of the ‘hurtigruten’ (the fast route).

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Tide Bus has a total of 5 600 employees in Norway and Denmark. The company takes great pride in its diversity, represented by 67 different nationalities among its employees.

Operating seamlessly, Tide coordinates more than 20 000 daily bus departures by utilizing a fleet of around 2 300 buses.

Established in 1880, Tide holds the distinction of beeing the second-largest bus operator in Norway and the fourth-largest in Denmark.

Discover Norway’s breathtaking landscapes and vibrant cities with confidence, comfort and knowing you’re making an eco-conscious choice for your journey.

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Please contact us at tur@tide.no

Tide

Tide is one of the markets leaders within the Norwegian bus transport market, known for its high quality and reliability. The company offers a large variety of modern coaches with a high level of comfort, all over the country.

Some of Tides core values are simplicity and quality, that are reflected throughout its customer care. Simplified booking systems are in place to ensure smooth travel planning, in addition to a dedicated sales team that will be the main contact for all inquiries.

This approach is particularly valued at a time when people seek clarity and efficiency in their interactions with service providers. Tide utilizes forward-thinking technology within the industry, providing more predictable operations and even better customer experiences.

Tide has a distinctly strategy to be a leading contributor towards the green transition, reflected in the company’s investment in electric coaches. The first electric coach was purchased in 2021, and the development is progressing rapidly, with positive results. In spring 2024, brand new electric coaches from Yutong are available for Tides customers. With their 15 meters, 61 seats, and increased battery capacity, the usage areas are expanded, making the bus even «greener».

“We at Tide are committed to creating good, memorable and sustainable travel experiences. Our aim is to be a leading player towards the green transition. Tide has therefore made an active choice to invest in electric buses to meet our customers’ demands and to be pioneers towards more sustainable travel. We see that this has been a valuable investment”.

Roger Harkestad, CEO

Tide AS

In addition to offering a modern bus fleet, Tide is also proud of its skilled drivers who ensure good travel experiences for thousands of passengers every day. Their combination of experienced driving skills and local knowledge ensures a safe and comfortable journey for all passengers. Tide’s history dates back to 1880, and the strength of its long industry experience undoubtedly plays a crucial role in delivering excellent travel experiences. Together with a high level of expertise among its employees, Tide positions itself as a professional and reliable partner for land-based transport services.

Tide’s goal is to offer tailored solutions that meet the specific requirements of each customer. Whether it’s a simple day trip, complex multi-day tours, or regular assignments, Tide addresses this with an unwavering commitment to quality and customer satisfaction. This makes Tide the obvious choice for anyone who values reliability, comfort, and environmental responsibility in their transport requirements.

The company continued to grow steadily, adding both more ships and more destinations to the portfolio, and as its prime role of connecting coastline communities started to diminish, the emphasis on tourism increased. A significant milestone came in 2014, when TDR Capital, a British private equity firm, acquired the majority stake in the Norwegian company, bringing with it a push for further expansion, strengthening the international expedition cruise initiative.

In 2021, Hurtingruten was split into two entities – the expedition cruise business is covered by HX – Hurtigruten Expeditions, while Hurtigruten Norway continues to operate the scheduled traffic between Bergen and Kirkenes. The coastal route has been expanded to include the Svalbard Express, an old trading route from Bergen to Svalbard. The group further contains Hurtigruten Svalbard, offering land-based adventures on the spectacular Arctic archipelago, and the Hurtigruten Foundation, which was established in 2015.

The right expertise

Today the company offers the world’s most spectacular destinations, from the High North to Antarctica in the south. Making sure that all technical as well as passenger needs are met on all these ships that operate 24/7 all year round is a formidable task, one that has been placed on Tom Arils Trosterud, with the support of an international team of colleagues.

Tom joined Hurtigruten two and a half years ago after an exciting career in project management and procurement. Having started as a consultant, he soon moved into managing projects for large Scandinavian companies, acquiring experience and skills in both procurement and negotiations. Then the opportunity to join Norway’s iconic shipping company came along, at a time when, after the best year in its history, Hurtigruten hit rock bottom as a result of the global pandemic.

We had to adopt a different approach, scrutinising every cost item and turning every stone to save expenses

“When I joined the company, a lot of staff had left, and there was little control within a disrupted structure. So my main task was to help resume control, to show how procurement could help improve the overall performance of the business. We had to adopt a different approach, scrutinising every cost item and turning every stone to save expenses.”

“For me personally, it was an exciting opportunity,” he continues. “With a very small team, we managed to automate some areas of procurement, to professionalise the whole department, focusing on stabilising the business and making sure that everything runs smoothly for the ships – they need food, they need spare parts, and everything has to be there on time and as required. That is my responsibility.”

Efficient value chain

The Group Strategic Procurement team is small, consisting of just two people, but Tom explains that there are 9 colleagues in the Hurtigruten Norway procurement operational team and 7 in the HX team which is run from Germany. When asked about his leadership style, Tom says: “No micromanagement and no focus on hierarchy. Everyone is equally important, and I promote cross-team cooperation.”

Tom’s job is very diverse, covering anything from a tender for fuel, which is Hurtigruten’s biggest cost, to a very small part of IT, and making sure that the ships have just the right amount needed with no excess items. He also explains that some changes to managing the supply chain have been made post-pandemic, with a view to improving efficiencies.

“The focus on ‘local’ is important to us. However, while we have some long-standing relationships with many vendors, this is not always an advantage when a change is required as these relationships may have become too ‘familiar’. While supporting local communities has always been part of Hurtigruten’s DNA, that does not stop us from using alternative suppliers if needed. I always seek the best deal for the company, not necessary in terms of price but in terms of the overall package.”

No micromanagement and no focus on hierarchy. Everyone is equally important

Reflecting on his role for Hurtigruten’s future development, he says: “I am proud to be working in a company that is such an important part of Norway’s history, that was historically instrumental in promoting the connection between the country’s south and north, and which today offers the most beautiful voyages in the world, with a strong focus on giving back to the local community and wildlife while creating the memories of a lifetime.”

Most sustainable travel operator

The company is now set to grow both of its business lines. In the wake of the pandemic, Hurtigruten Norway’s seven coastal ships yet again carry freight and guests along the coast of Norway, which many describe as “the world’s most beautiful voyage”.

And under the HX brand, the company’s fleet of modern custom-built expedition cruise ships explores many exciting destinations including Antarctica, the Galapagos, the Northern Passage, Greenland and more. “At the moment, demand is rising again and occupancy is really good, particularly in high season,” says Tom.

In addition to providing exciting voyages to remote, pristine corners of the Earth, the company is also making a push to take a lead in moving the shipping industry to a greener future, aspiring to be the most sustainable travel operator in the world. In 2019 Hurtigruten launched the world’s first hybrid-powered cruise ship MS Roald Amundsen, followed by her sister ship MS Fridtjof Nansen, with more to come.

“Sustainability has been at the heart of our operations ever since we started, and ESG is ingrained in all parts of our business and operations. Being responsible is more than what we do – it’s who we are. It’s the backbone of our business, it is a part of our DNA and our road ahead,” Tom affirms.

Sustainability has been at the heart of our operations ever since we started

I am proud to be working in a company that is such an important part of Norway’s history, that was historically instrumental in promoting the connection between the country’s south and north, and which today offers the most beautiful voyages in the world, with a strong focus on giving back to the local community and wildlife while creating the memories of a lifetime

With this vision being at the absolute forefront of sustainability and ESG, integrating such practices with key partners is also fundamental in achieving the environmental results befitting of the natural beauty around in which Hurtigruten operates. One of these partners being Tide Buss AS. Tide Buss have been working with Hurtigruten on all their passenger travels from ports through to other areas of the passenger destination requirements. With Tide Buss also having an important stance on Sustainable and Environmentally friendly travelling for their passengers, it ties in well with the visionary of Tom and the procurement best practice values.

It’s the perfect partnership, with Tide Buss having the largest electric fleet of tour operating buses in the country, the relationship has flourished since its inception in 2019 and as more tourists continue to flock to the Fjords and its surrounding geographical wonders in which Hurtigruten operates, the customers will take solace in this.

Hurtigruten Norway’s project aims to have a significant impact on the cruise industry’s sustainability and the future of travel

To this end, the company is not only investing in the hybridisation of its fleet but also in R&D to develop zero-emission ships specifically adapted to the Norwegian coast, with the first vessel expected to be delivered by 2030. With only 0.1% of all vessels worldwide currently using zero-emission technology, Hurtigruten Norway’s project aims to have a significant impact on the cruise industry’s sustainability and the future of travel. As such, Hurtigruten stays true to its legacy of blazing trails to new horizons.