As the cruise industry evolves, so too do the major players within it. Recently, Gebhard Rainer, the newly appointed CEO of HX—previously known as Hurtigruten Expeditions—shared insights into the brand’s potential and future direction during a video address from the luxurious Fridtjof Nansen. With a significant organizational overhaul on the horizon, the company is transitioning to a standalone entity, set to fully separate from its sister brand, Hurtigruten, by November. This strategic move aims not only to enhance the brand’s identity but also to bolster its market presence and customer appeal, particularly within the competitive North American market.
The separation from Hurtigruten marks a pivotal moment for HX, as it grapples with the challenges of establishing an independent brand while maintaining the legacy of its parent company. Rainer acknowledges the hard work and dedication of HX staff during this transformative period, indicating a collective effort is essential for a successful launch in 2025. It’s evident that Rainer, previously leading Sandals Resorts International, brings a wealth of industry experience along with a vision focused on growth and innovation.
Rainer’s ambition for the North American market is keenly focused on increasing bookings from a modest 18% to a more ambitious target of 50%. However, the path to achieving this growth is riddled with challenges. Selling high-quality expedition cruises entails a unique set of skills—specifically the ability to weave compelling narratives around the offerings. Rainer understands that for travel advisors to successfully market the product, they must first gain confidence through education and firsthand experiences.
In pursuit of this goal, HX recently hosted an impressive fam trip, bringing together 300 travel advisors, media representatives, and industry guests aboard the Fridtjof Nansen. During this two-day journey from Vancouver to Seattle, participants were introduced to the array of experiences HX promises, including guided kayaking tours and hands-on scientific research demonstrations. Such immersive experiences are important not just for showcasing the product but for instilling a sense of storytelling capability within travel professionals, helping them convey the ethos of expedition cruising to potential clients.
The Expedition Market Landscape
HX is not stepping into a barren field; the expedition cruise sector has been burgeoning, with established players like Silversea and Seabourn expanding into this niche, as well as new entrants that have emerged, such as Atlas Ocean Voyages. The competition is intensifying, requiring HX to differentiate itself distinctly. Rainer has indicated that crafting a strong relationship with travel advisors is central to HX’s business model. By adopting an all-inclusive pricing strategy, the brand aims to ease concerns of both advisors and customers, eliminating common pain points associated with expedition tourism.
This strategy encompasses a variety of offerings, including complimentary food, beverages, daily excursions, and even professional photographs of the experiences. It demonstrates HX’s commitment to creating an appealing package that encourages advisors to promote the brand with confidence. As Alex Delamere-White, the Chief Commercial Officer for HX, aptly states, “We need a very passionate group of travel advisors who we have a strong connection and relationship with.”
Looking ahead to 2024, Rainer identifies it as a crucial transition year for HX. While early booking numbers show a promising upward trend—particularly with a staggering 245% increase in Galapagos bookings—there’s a strategic emphasis on extending booking windows. With bookings now available up to the first quarter of 2027, HX is positioning itself for long-term success, understanding the increasing demand for early planning among travelers.
The robust sales forecast for 2025, coupled with the addition of new features for its itineraries, reflects the proactive measures that Rainer and his team are implementing. The highlight is Rainer’s plan to incorporate the next generation of environmentally friendly hybrid-powered ships in 2026, reinforcing the brand’s commitment to sustainability and innovation within the cruise sector.
As HX embarks on this transformative journey, it is evidently focused on carving out a distinct identity within the growing expedition cruise market. Through strategic partnerships with travel advisors, meaningful relationships, and an adaptive marketing strategy, HX is set on an ambitious path. With the world becoming increasingly aware of the allure and necessity of eco-conscious travel, Rainer’s vision for HX aligns perfectly with market demands, giving it a promising opportunity to thrive in the years ahead.