LONDON — HX Expeditions is expanding its commercial footprint and advisor support “to unlock even greater market share”, as demand for expedition cruising grows.

The company has announced seven new hires in the U.S., plus the addition of Cristina Macedo, B2B Trade Marketing Manager, Americas, based in Toronto.

Macedo comes to HX from Quark Expeditions, and before that, Kensington Tours. A marketing professional with more than six years of experience in brand management, B2B sales enablement, and cross-functional leadership, Macedo has a proven track record of driving revenue growth through strategic marketing and stakeholder collaboration, according to HX.

In her new role Macedo will support the marketing team with content development, performance analysis, and brand consistency across global platforms.

“As we prepare to celebrate 130 years of exploration, we’re building a modern brand with deep roots,” said Matt DeWitte, Head of Marketing, Americas. “This next phase is about scaling smart – creating more value for our partners and ensuring our brand connects in meaningful, inspiring ways across the Americas.”

The raft of new appointments comes under the leadership of Steve Smotrys, MD & SVP Commercial, Americas and Carla Brake, Senior Director of Sales, Americas. “Our BDMs play a pivotal role in delivering the support and partnership that travel advisors need to succeed,” said Smotrys. “With this expanded team on the ground, we’re ensuring our trade partners have the tools they need to grow alongside us.”

HX’s presence in the Americas has grown rapidly, with total U.S. booked revenue up 115% between 2022 and 2024, according to the company.

Backed by new investment and a sharpened growth strategy, HX says it has entered a new era focused on trade partnerships, global expansion and a revitalized brand identity.

HX is investing across every part of the business, from fleet upgrades and onboard innovation to market development.