Hurtigruten said it will lay off some of its land-based staff to improve profitability.
Spokesman Elliot Gillies said the cuts affect about 35 positions. The Norwegian cruise operator had about 1,900 full-time and part-time employees, according to a 2012 annual report.
Separately, Hurtigruten kicked off a campaign to make travel agents aware of the similarities between travel to Alaska and cruising in Norway, Hurtigruten's specialty.
The "Alaska Past Passenger" campaign includes a 50% discount for a second passenger on select cruises between May 1 and Oct. 31.
"If your client liked cruising Alaska, they will love a Norwegian voyage," said Rolf Logan, Hurtigruten's sales director, Americas.
A previous sailing on a cruise to Alaska is not a requirement for the discount, Gillies said. Bookings must be made by March 31. Follow Tom Stieghorst on Twitter @tstravelweekly.