Hurtigruten Names Matthew Stuart Sales Director for UK and New Markets

Hurtigruten Expeditions has appointed Matthew Stuart as sales director for the UK and emerging markets from early April as it expands its trade-facing leadership team. The company is also bringing in Ellie Webb in late June to fill a newly created senior sales manager role, with both hires positioned to deepen relationships with travel partners and support growth across the UK and selected emerging markets.

Trade-focused hires aimed at strengthening partner relationships

Hurtigruten said the appointments reflect an investment in trade engagement, with an emphasis on strengthening strategic relationships and broadening awareness of its Nordic experiences through the travel trade.

Hayley Moore, vice president of sales and marketing for UK and emerging markets, said Stuart’s experience and approach were central to his selection. “His strategic mindset, commercial acumen, and genuine passion for the travel industry stood out,” Moore said, adding that he will help “deepen our partnerships” and support the company’s next phase of growth.

Matthew Stuart to lead sales strategy across the UK and emerging markets

In his new role, Stuart will lead Hurtigruten’s trade sales strategy across the UK and a group of emerging markets, with responsibility for driving growth with travel partners and strengthening strategic relationships.

Stuart brings more than 15 years of travel industry experience spanning touring, resort holidays and cruise. Before joining Hurtigruten, he spent four years at Celebrity Cruises, part of Royal Caribbean Group, where he worked with several of the brand’s largest trade partnerships across the UK and Ireland as a strategic account manager. Earlier, he held senior commercial roles at Club Med across the UK, Ireland and Scandinavia, and started his career in touring with Collette Tours.

Stuart said trade collaboration will be central to widening the brand’s reach. “What excites me most is the opportunity to work closely with travel trade partners across the UK and emerging markets to introduce an even wider audience to the unique experiences Hurtigruten offers in the Nordics,” he said.

Ellie Webb to join in a newly created senior sales manager position

Webb is scheduled to join Hurtigruten in late June as senior sales manager for the UK and emerging markets, reporting to Stuart. Hurtigruten described the post as a newly created role within its commercial structure.

Her responsibilities will include working with travel partners to drive growth and reinforce strategic relationships, alongside developing the existing sales team. Moore said Webb’s background across cruise and fast-moving consumer goods, as well as her commercial focus and partnership approach, were key to the appointment.

“We’re delighted to welcome Ellie to the team,” Moore said. “Her depth of experience across both cruise and FMCG, combined with her strong commercial focus and passion for partnership, makes her a brilliant fit for Hurtigruten.”

Webb said Hurtigruten’s positioning and track record in the region drew her to the role. “I’ve always admired what Hurtigruten stands for, particularly its commitment to supporting local communities and its genuine care for people, nature, and livelihoods,” she said. “I’m incredibly excited to be joining a brand that is widely recognized for delivering iconic experiences in one of the most beautiful regions of the world for over 130 years.”

How the roles are structured and what changes operationally

Hurtigruten is setting up a phased transition, with Stuart starting in early April and Webb joining in late June. The company has framed the structure as a clearer division between overall strategy leadership and day-to-day senior management capacity focused on partner growth and team development.

• Matthew Stuart (early April): Leads trade sales strategy for the UK and emerging markets, with a focus on driving growth through travel partners and strengthening strategic relationships.
• Ellie Webb (late June): Takes on the newly created senior sales manager role, reporting to Stuart and focusing on partner growth, relationship development, and developing the existing sales team.

With both appointments centered on trade collaboration, Hurtigruten’s near-term commercial focus in the UK and its targeted emerging markets is set on reinforcing distribution partnerships and expanding awareness of its Nordic offerings through travel advisors and trade groups.

Frequently Asked Questions (FAQs)

When do Matthew Stuart and Ellie Webb start at Hurtigruten?

Matthew Stuart is due to begin in early April. Ellie Webb is scheduled to join in late June and will report to Stuart.

What will Matthew Stuart be responsible for as sales director?

Hurtigruten said Stuart will lead its trade sales strategy across the UK and a group of emerging markets, working with travel partners to drive growth and strengthen strategic relationships.

What is the purpose of Ellie Webb’s newly created senior sales manager role?

Hurtigruten said the role was created as part of its commercial structure to add senior support focused on growth with travel partners, reinforcing strategic relationships, and developing the existing sales team, with Webb reporting directly to Stuart.

What experience do Stuart and Webb bring from previous roles?

Hurtigruten said Stuart brings more than 15 years of travel industry experience across touring, resort holidays and cruise, including four years at Celebrity Cruises managing strategic trade partnerships across the UK and Ireland, along with earlier senior commercial roles at Club Med and a start in touring with Collette Tours. Webb brings more than 20 years of sales experience, including ten years within Carnival Corporation working across P&O Cruises, Cunard and Princess Cruises, most recently as UK sales manager for Princess Cruises, as well as experience in fast-moving consumer goods.