In a significant development for the North American cruise sector, Steve Smotrys is stepping into the newly established role of managing director and senior vice president of commercial operations for HX, previously known as Hurtigruten Expeditions. This rebranding reflects a strategic shift aimed at carving out a distinct identity in the competitive cruise marketplace. With a career spanning nearly twenty-five years in the cruise industry, Smotrys is poised to lead HX in its ambitious plans to elevate brand recognition and significantly expand trade sales in both the U.S. and Canada.
Under the banner of HX, Smotrys will oversee several critical facets of the company’s commercial strategy. His responsibilities will include enhancing sales operations, managing key partnerships, and developing robust relationships with trade stakeholders. The company’s leadership, particularly Alex Delamere-White, the chief commercial officer, has emphasized that Smotrys’ expertise will be instrumental in positioning HX uniquely within a saturated market. By defining the brand and outreach strategies, HX aims to harness both existing and new customer bases throughout North America.
Smotrys brings a wealth of experience to his new role, having held pivotal positions at notable brands, including Seabourn, Cunard, and Princess Cruises. Most recently, he was the vice president of sales and trade relations at Seabourn, where he navigated the complexities of combining sales teams from Seabourn and Holland America Line. His past role at Cunard as vice president of North America sales and his tenure in revenue management at Princess Cruises only add to the depth of his qualifications. This accumulation of experience equips him with a comprehensive understanding of the industry’s dynamics and the challenges it faces today.
The timing of Smotrys’ appointment aligns strategically with HX’s recent largest fam trip for travel advisors, reflecting HX’s dedication to engaging with the travel community. The rebranding from Hurtigruten Expeditions to HX signifies a new vision, and Smotrys’ leadership is expected to provide the momentum necessary for this transition to resonate with both trade partners and consumers alike. The delineation from the original Hurtigruten brand underscores a commitment to offering unique expedition experiences, separate from traditional coastal cruises.
Looking Forward
As HX prepares for Smotrys’ arrival in mid-October, industry observers will undoubtedly be keen to see how his leadership will influence the brand’s positioning in the North American market. With a strong focus on commercial operations and an intent to streamline brand messaging, SX is set to embark on an exciting journey. The cruise industry is continuously evolving, and with seasoned professionals like Smotrys at the helm, HX is on a promising trajectory that seeks to redefine the boundaries of expedition cruising in North America.