MS Kong Harald (Photo: Allan Jones / Hurtigruten)

Hurtigruten has signed a digital marketing agreement with Dragon Trail Interactive, who will manage Hurtigruten’s consumer social media channels in China, Weibo and WeChat.

Dragon Trail Interactive will also support Hurtigruten to enhance its Chinese website and strategy to serve both consumers and trade partners, the company said, in a statement. 

“Our company has assisted leading international travel brands reach Chinese travelers since 2009. The products offered by Hurtigruten are highly sought by Chinese consumers who are now looking for more exclusive and adventurous travel. Our main consumer marketing objectives are to build awareness and help Hurtigruten ensure a world-class online experience which cannot exist without a strong digital strategy. We’ll also use digital solutions to support trade sales and we look forward to collaborating with Hurtigruten’s partners in the market," said George Cao, CEO & Co-founder of Dragon Trail Interactive.

William Harber, President, China & Asia-Pacific for Hurtigruten added: “China is a very important market for Hurtigruten. We’ve had a successful travel trade presence thus far and now we’re introducing the brand to Chinese consumers. Our digital efforts online and on mobile devices are key to these efforts. China has an advanced digital landscape, so we’ll leverage the latest technologies and channels to reach our target audiences. Dragon Trail is a specialized digital agency that excels at this strategy. I’m confident they can help us take Hurtigruten to the next level in China in concert with our outstanding trade partners, Travogue and Jetour.”

According to the Hurun Report’s 2017 study of high net worth Chinese travelers, around-the-world travel (43%), polar exploration (36%), and adventure travel (26%) are the top three reasons to travel within the next three years. There’s growing interest in these areas from younger travelers too – the Hurun Report revealed that 32% of Chinese millennials said Antarctica was a desired travel destination, up from just 17% in 2015.