Hurtigruten has announced the appointment of Prini Patel as Head of Marketing, UK & EMEA for Hurtigruten. This is part of plans to enhance brand awareness amongst consumers and trade in the UK.

Prini has over 20 years of experience in the travel industry, working with globally recognised travel brands, from ocean cruises to escorted tour companies and specialist operators. As a senior leader, she has invested time in diversifying her skill set to stay ahead of the latest innovations in the marketing world – expertise she’ll bring to her new role.

“We’ve set ambitious growth targets in the UK, and Prini’s appointment is a strategic move to support turning our vision into reality. With her extensive experience and our refreshed approach to how we work with consumers and trade partners, Prini will play a pivotal role in strengthening Hurtigruten’s position as the leader in coastal Norway sailings,” said Iain Powell, VP Sales and Marketing, UK & EMEA.

In her new position as Head of Marketing at Hurtigruten, Prini will be responsible for managing the UK and EMEA marketing team and maximising the effectiveness of consumer and trade marketing to build brand awareness and increase demand. She will also oversee the introduction of new marketing tools, delivery of new assets, and event opportunities for trade partners to advertise to their consumers.

“It’s a great time to be joining the Hurtigruten family, especially following the recent introduction of premium category Signature, which will create exciting opportunities to engage new and existing customers. I can’t wait to dive into this new challenge and demonstrate how my experience, skill set, and collaborative mindset can unlock the future potential of Hurtigruten,” said Prini Patel.