In a transformative moment for the expedition cruise sector, Gebhard Rainer, the newly appointed CEO of HX (formerly Hurtigruten Expeditions), expressed the brand’s bold aspirations from the deck of their flagship vessel, the Fridtjof Nansen. The significant transition marks the company’s commitment to independence, distancing itself from its sister brand Hurtigruten, which specializes in coastal Norwegian cruises. Rainer’s message to employees was one of gratitude, recognizing their hard work during this pivotal separation that is set to be finalized in November. This new chapter for HX comes as the company positions itself for ambitious growth, particularly in the North American market.
As Rainer outlined the company’s strategic overhaul, he underscored the necessity of the upcoming changes: a rebranding, reorganization, and revitalized leadership aimed at seizing market opportunities. Currently, HX garners 18% of its bookings from North America, but Rainer is optimistic about increasing that figure to 50%. Such lofty goals are paired with an awareness of the unique challenges presented by the expedition cruise market. During a recent two-day promotional sailing from Vancouver to Seattle, HX hosted nearly 300 travel advisors and media personnel, immersing them in experiences that illustrate the brand’s value.
“This product requires you to tell stories,” Rainer stated, emphasizing the narrative nature of expedition cruising. Unlike traditional leisure cruises, selling expeditions necessitates not only an understanding of the itinerary but also the crafting of engaging stories that resonate with potential travelers. The pressure is palpable; travel advisors often feel ill-prepared to market such specialized voyages, many admitting to their inexperience with expedition cruises. Rainer’s insistence on storytelling highlights a strategic pivot aimed at empowering travel professionals to become ambassadors for the HX brand.
As the expedition market flourishes, HX faces competition from well-established lines like Silversea and Seabourn, which have already made significant inroads with their own expedition offerings. New contenders, such as Atlas Ocean Voyages, further intensify the competitive landscape. In response, HX is innovating its sales approach. One key initiative has been the transition to an all-inclusive pricing model, which not only covers accommodations and meals but also offers extras like daily expeditions, photographs, and branded merchandise. This strategy is designed to simplify the booking process for travel advisors and consumers alike, making HX’s offerings more accessible and appealing.
Alex Delamere-White, HX’s chief commercial officer, articulated a vision focused on nurturing passionate relationships with travel advisors. Given that HX is not designed for the mass market, fostering emotional connections becomes central to sales efforts. Creating a community of devoted promoters is essential, if HX is to cultivate the loyalty required to thrive in such a niche sector.
As HX navigates its 2024 transition period, Rainer maintains a sense of cautious optimism. While current bookings have increased, a strategic shift toward longer lead times for sailing itineraries is crucial for maximizing sales potential. With plans to open bookings through the first quarter of 2027, and potentially extend to spring 2028 next March, the company recognizes the importance of offering travelers ample time to plan their expeditions.
Excitingly, the demand for expedition cruises is already showing significant growth, with overall bookings for 2025 rising by an impressive 18%. Specific destinations, such as the Galapagos Islands, are witnessing a staggering 245% increase in bookings year-over-year, while the Northwest Passage has also seen more than 40% growth. These trends indicate robust interest in expedition cruising, positioning HX advantageously for significant market presence as it becomes fully independent.
If the anticipated growth materializes as planned, Rainer envisions a future where HX would invest in the next generation of hybrid-powered vessels by 2026. This proactive approach towards sustainability is not only aligned with industry trends but will also enhance HX’s brand image among environmentally conscious travelers. As the brand embraces a new identity and maintains its focus on storytelling, passion, and community, HX stands poised to carve out its niche within the dynamic world of expedition cruising. The journey ahead is rife with possibilities, and HX is determined to make waves in an ever-evolving market.