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.
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, 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 hersel.