Charting New Waters: The Evolution of HX in the Expedition Cruise Sector

As the expedition cruise industry continues to evolve, HX (formerly known as Hurtigruten Expeditions) is embarking on a significant transformation, primarily under the leadership of its new CEO, Gebhard Rainer. This transition represents not just a change in name, but a strategic move to establish HX as a standalone entity within the Hurtigruten Group. With the upcoming separation in November 2023, Rainer is focused on building momentum and enhancing the brand’s appeal, especially in the North American market, which he believes has considerable growth potential.

Rainer’s vision for HX is both ambitious and realistic. Recognizing the unique challenges inherent to the expedition cruising segment, he emphasizes the need for differentiation in a crowded market. The separation from the Hurtigruten brand aims to create an autonomous identity for HX, allowing it to carve out its niche. Rainer’s statement to the HX team, urging them to take a well-deserved breather post-split, underscores the rigorous effort involved in this brand recalibration. However, he warns of a demanding 2025 ahead, signaling that the hard work is just beginning.

Unlike traditional cruises, which often emphasize relaxation and entertainment, expedition cruises tap into adventure and education. Rainer acknowledges that these journeys require a compelling narrative to attract potential travelers. To facilitate this, HX hosted a large familiarization trip aboard the Fridtjof Nansen, where travel advisors were immersed in the experiential aspects of the cruise. The two-day journey from Vancouver to Seattle was designed to showcase the hands-on activities that define the HX experience—kayaking, scientific research involvement, and community engagements.

As travel advisors tasted this unique offering, they quickly realized that an effective selling strategy relies heavily on sharing engaging stories. According to Rainer, this is key to enticing clients who may be unfamiliar with the expedition format. The feedback from advisors indicates a knowledge gap that HX aims to bridge through extensive training and engagement initiatives.

With countless expedition options available from well-established players like Silversea and Seabourn, along with newer entrants such as Atlas Ocean Voyages, the competition is fierce. HX recognizes the necessity to simplify the selling process for travel advisors. One notable change is the adoption of an all-inclusive pricing model. This shift encompasses meals, beverages, gratuities, WiFi, and excursions, providing a transparent pricing structure that is more approachable for both advisors and potential travelers.

According to Alex Delamere-White, HX’s Chief Commercial Officer, passion and knowledge among travel advisors are crucial for their success. The brand is not aiming for mass-market appeal but instead seeks a dedicated group of advocates who understand and appreciate the nuances of expedition cruising. The emphasis on relationship-building between HX and its advisors reflects a commitment to fostering loyalty and enthusiasm within this specific market segment.

As HX prepares for the 2024 transition year, the company is taking proactive steps to capitalize on the growing demand for expedition cruises. Rainer indicates that HX is learning to adjust its itinerary planning to encourage earlier bookings, reflecting shifting consumer behavior. By opening bookings as far out as 2028, HX aligns itself with travelers’ desires for longer planning windows.

Current booking statistics reveal an encouraging trend, with overall bookings for 2025 already up by 18%. The Galapagos, in particular, is leading this growth with an impressive 245% surge in interest. Additionally, the Northwest Passage also shows promising signs, boasting a 40% uptick for the same period.

If HX successfully navigates its initial year independently, Rainer envisions further enhancements to the fleet, with plans to order the next generation of hybrid power ships by 2026. This statement not only signals a commitment to sustainability but also reflects a forward-thinking approach that aligns with rising consumer expectations for environmentally responsible travel options.

As HX embarks on this exciting journey toward independence, it serves as a testament to the potential for growth and innovation in the expedition cruise sector. The challenges are significant, but with a clear vision, dedicated staff, and strong relationships with travel advisors, HX is poised to make a substantial impact on the cruising landscape in the years to come.

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