TORONTO — Getting ‘new kid on the block’ buzz when your brand’s origins date back 131 years is surprising, but also understandable, for HX.

The expedition cruise specialist rebranded from Hurtigruten Expeditions to HX just about a year ago, in September 2023. At the same time sister company Hurtigruten Norway streamlined its moniker to Hurtigruten, the same name as when it first launched in 1893.

Spectacular views of Cape Tuxen in Antarctica (photo credit Oscar Farrera)

With HX’s new name came a renewed look at what the company offers travel advisors, and their clients.

HX had more surprises in store in the coming months, hiring a blockbuster lineup of sales professionals in January 2024 to spearhead the company’s North American expansion. In the Canadian market, industry veterans including Carla Brake, HX’s Senior Sales Director, as well as Kent Phillips (BDM, Western Canada) and Ian Kivell (BDM, Eastern Canada) have given HX a higher profile with the trade.

It’s great timing. Travel demand is still strong and interest in expedition cruises is soaring. Once in a lifetime travel? Maybe not so much anymore. For some travellers, expedition cruising is becoming a habit, not a one-off.

Sheralyn Berry, General Manager, Americas for HX

Sheralyn Berry, General Manager, Americas for HX, says HX has already seen a 15% increase in revenue from the Canadian submarket compared to the previous year, with significant increases in bookings – up 32% for Antarctica and 53% for the Galapagos.

“The Canadian market is one we truly want to engage more with,” Berry tells Travelweek.

Berry herself is no stranger to the Canadian travel industry. She joined HX just about a month after the rebrand was announced, bringing more than two decades of industry experience including time with Contiki and G Adventures to her role.

“Expedition cruising has seen remarkable growth, particularly over the past half-decade, outpacing the overall cruise sector in both demand and capacity – a trend we expect to continue,” says Berry. “HX is at the forefront of this surge, offering journeys to over 250 destinations across more than 27 countries, from the poles to remote warm-water locations.”

In North America and Canada, Berry says HX’s top-selling destinations like the Galapagos and Antarctica are in high demand.

In the Galapagos, HX’s Santa Cruz II “stands out with 36 interconnecting cabins – the most of any vessel in the region – making it perfect for families,” she adds.

Galápagos Islands with HX (photo credit Andres Ballesteros)

HX also offers immersive journeys to Alaska, Greenland, the Northwest Passage, and the High Arctic archipelago of Svalbard. Starting in 2025 HX will offer new routes in destinations including Svalbard. Meanwhile HX’s Northern Lights expeditions in Arctic Norway are brand new as of January 2026.

BONUS COMMISSION, SEPTEMBER FAM & MORE

HX is onboard with the trade in a big way.

From bonus commission offers, to a Sell 5, Sail Free incentive, to the HXplore webinar series and more, HX is engaging with travel advisors across Canada like never before.

Recently the company relaunched its agent portal. A product training program on the portal is module-based, in four parts.

In early September, HX will upload a new suite of marketing materials and B2B assets to the portal, including selling guides, destination packs and more. The portal will be used for HX booking creation, cruises and content (new and additional) and will display all active bookings.

The agent portal can be accessed at https://agentportal.travelhx.com/.

Explording the icy depths around Cuverville Island in Antarctica (photo credit Stefan Dall)

Earlier this year HX introduced a dedicated B2B Help Desk, operational from 6 a.m. to 8 p.m. PST Monday to Friday. Agents can contact the Help Desk at 1-866-312-6791.

Speaking of bonus commission offers: HX has increased commissions to 25% on all Galapagos bookings through Dec. 31, 2024 for sailings scheduled now through Dec. 31, 2025.

Travel advisors will also get the full HX experience on the company’s largest-ever FAM this September. The exclusive two-day sailing for 300+ advisors on HX’s newest vessel, MS Fridtjof Nansen, will give advisors a deep-dive on expedition cruising through lectures, trainings and first-hand product experience. Advisors will be able to meet HX leadership, including new CEO, Gebhard Rainer.

MS Fridtjof Nansen in Prince Christian Sound, Greenland (photo credit Ted Gatlin)

ALL-INCLUSIVE STARTING THIS OCTOBER

We asked Berry about the HX difference.

“Our expeditions are carefully designed to offer a deep connection with nature, culture, and science, from the Arctic’s pristine landscapes to the unique ecosystems of the Galapagos Islands and the remote beauty of Antarctica. Every voyage is led by our expert expedition teams, ensuring a balance of education, science, exploration, and wonder, with off-the-beaten-path activities like hiking, kayaking and wildlife watching,” says Berry.

She notes that onboard the ships passengers experience Scandinavian-style luxury featuring modern design, plus world-class science centres where guests can engage in hands-on projects and a variety of citizen science activities.

Another key differentiator – starting in October – is that all HX voyages will be all-inclusive. “Everything from excursions to drinks is covered, ensuring a seamless and enriching journey for our guests, and a simpler booking and selling process for our agents.”

Berry also notes HX’s strategic partnership with Air Greenland. Starting in 2025, HX will fly guests directly into Greenland’s capital, Nuuk, debuting three new ‘Grand Greenland’ itineraries aboard the hybrid-battery-powered MS Fridtjof Nansen. Nuuk’s new larger airport is set to open this November.

She also wants agents to know that the suites on HX ships offer an immersive ‘experiential luxury’. Berry’s personal favourite feature about the suites? “The outside balconies, where you can watch icebergs float by your bedroom!”

Expedition Suite w balcony (ME)

And for any advisor who thinks they don’t have expedition cruise clients, Berry offers this tip: “There’s a bit of expedition in everyone, and at HX, we help your clients discover it at their own pace. This isn’t just a cruise, it’s a mindful, life-changing experience designed to awaken anyone’s inner explorer, offering adventures you won’t find anywhere else. Your clients will be back to book more.”

This article appears in the Aug. 29, 2024 edition of Travelweek; click here.