TORONTO — HX has appointed cruise industry veteran Steve Smotrys as its new Managing Director & Senior Vice President of Commercial in The Americas, effective mid-October.

In his new role, Smotrys will spearhead the development and execution of HX’s ongoing strategy to expand trade sales across Canada and the United States. He will oversee all aspects of HX’s commercial and sales offerings and relationships, leading a team of business development managers across both countries. He will report directly to Alex Delamere-White, Chief Commercial Officer for HX.

Smotrys brings with him over 24 years of experience in the cruise industry, his most recent role being Vice President/Head of Global Sales and Trade Relations at Seabourn Cruise Line. Prior to that, he served as Vice President, North America Sales at Cunard, and Revenue Management at Princess Cruises.

On joining HX, Smotrys said: “I am honoured to take on this role at such a pivotal time for the company. I look forward to working closely with our team and partners to unlock new avenues for growth and innovation in the Americas and beyond. I’m looking forward to delivering exceptional travel experiences and building lasting relationships in the industry.”

Added Delamere-White: “Steve’s leadership and vision will be instrumental as we continue to strengthen our presence in the Americas and drive our growth strategy forward. With his expertise, we are well-positioned to capitalize on emerging opportunities and enhance our partnerships even further in this key market. As Steve takes the helm for important areas such as our trade sales, I’m confident the company is poised to achieve significant milestones in the coming years.”

Smotrys’ appointment comes on the heels of HX’s fam trip last month, during which the company hosted over 200 travel partners on a bespoke expedition cruise from Vancouver to Seattle. The event marked the largest trade event of its kind to date for HX.