The cruise industry is experiencing a significant transformation, particularly in the niche market of expedition cruising. A notable shift occurred with the recent appointment of Steve Smotrys as managing director and senior vice president of commercial operations for HX, the newly rebranded form of Hurtigruten Expeditions. This strategic move suggests a dynamic approach to enhancing the company’s presence in the Americas, particularly in the United States and Canada. With decades of experience in the cruise sector, Smotrys is poised to lead HX into a new era of growth and brand recognition.
In this newly created position, Smotrys will carry the responsibility of establishing HX as a distinct identity in a competitive market. The role signifies a crucial shift as HX seeks to amplify trade sales in North America, an area poised for growth but still facing challenges amidst changing consumer preferences and global travel dynamics. Smotrys will supervise a team of business development managers and will be tasked with cultivating relationships that are essential for expanding the brand’s commercial reach. Reporting directly to chief commercial officer Alex Delamere-White, Smotrys will implement strategies aimed at revitalizing HX’s offerings and enhancing partnerships within the travel community.
Steve Smotrys brings a wealth of knowledge from his nearly 25 years in the cruise industry, which is an invaluable asset as HX embarks on its ambitious plans. Before his recent appointment, Smotrys served as Seabourn’s vice president of sales and trade relations, a role in which he laid the groundwork for fruitful partnerships and brand loyalty. His previous positions at Cunard and Princess Cruises equipped him with insights into various facets of the cruise business, including revenue management and sales strategies. This diverse background will undoubtedly inform his approach at HX and provide a strong foundation for the brand’s North American aspirations.
The rebranding of Hurtigruten Expeditions to HX is not just a cosmetic change but a reflection of a broader vision for company growth and differentiation in the market. The conclusion of its largest fam trip for travel advisors illustrates the company’s commitment to building relationships and promoting its unique offerings. By appointing Smotrys, HX clearly signals its intention to prioritize the North American market, aligning with modern travel trends that favor experiential and adventurous travel options.
Smotrys’ arrival comes at a crucial time for the expedition cruise segment, which is witnessing a resurgence post-pandemic as travelers seek immersive experiences in remote destinations. His leadership is expected to guide HX through this exciting phase, paving the way for innovative marketing strategies and enhanced consumer engagement. As he takes on this new challenge in mid-October, industry observers will closely monitor how his extensive experience translates into tangible growth for HX in the competitive cruise landscape.
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