TORONTO — HX, the new brand name for Hurtigruten Expeditions, has named Sheralyn Berry as its new General Manager for the Americas region.

Best known for her most recent role as President, Canada at Contiki Holidays, where she oversaw strategic functions including sales, marketing, e-commerce, PR and customer service, Berry has over two decades of travel industry expertise. Her time in the industry also includes her past role as Regional Sales Director, Western Americas at G Adventures.

Berry will start in her new role on October 10.

“We are thrilled to welcome Sheralyn to the HX senior leadership team,” said Alex Delamere-White, HX Chief Commercial Officer. “Sheralyn joins us as we enter an exciting new chapter as HX. Her commitment to strategic partnership development with the travel trade underscores our dedication to strengthening B2B sales in this key market.”

HX has seen ten-fold revenue growth since 2019 in the Americas, he added.

“We are confident that Berry will be instrumental in achieving our ambitious commercial objectives for this market,” said Delamere-White.

Based out of Toronto, Berry will be responsible for driving HX’s sales and profitability across the U.S., Canada and Latin America, as well as expanding market presence, elevating brand visibility and forging stronger relationships with the travel trade.

HX announced its name change from Hurtigruten Expeditions last week. HX’s origins in expedition cruising go all the way back to 1896, and today the company offers ‘big adventures on small, custom-built ships’, pole to pole in 30+ countries.

HX’s MS Roald Amundsen in Antarctica (photo credit Dan Avila)