Hurtigruten has exceeded its initial membership targets for its loyalty scheme in the UK. The cruise line has seen 2,750 people sign up to the programme since its launch in September 2010 and expects to have 4,000 on its year anniversary. “Our aim continues to be to drive more repeat business, especially through agents,” said Kathryn Beadle, manging director at Hurtigruten. “We continue to work closely with the trade to develop this scheme with all of our newsletters and communications driving customers back to their travel agent. The feedback from agents has been positive and many are now incorporating the scheme into their own loyalty programmes.” The scheme has 16,000 members worldwide.