As the world of cruising evolves, companies are repositioning themselves to capture emerging markets and redefine their narratives. At the helm of this transformation is Gebhard Rainer, the newly appointed CEO of HX, previously known as Hurtigruten Expeditions. With a fresh name and a bold vision, Rainer stands at a crossroads of significant change and growth as HX prepares to step away from its sister brand to establish itself as an independent entity within the Hurtigruten Group.
Onboard the majestic Fridtjof Nansen, Rainer addressed his team and the industry’s stakeholders via a video stream, marking a pivotal moment for the expedition cruising sector. His focus was on the impending separation from the coastal cruise brand and the actions that need to occur before this transition is complete in November. Rainer emphasized the hard work of HX employees in navigating this substantial change and advocated for a moment of respite once the shift is finalized. However, he quickly pointed out that 2025 will demand intense focus as the brand moves forward.
The imminent transition embodies more than just a shift in branding; it signifies a full-scale organizational reset, complete with structural reorganization and leadership changes. Rainer’s previous experience as the CEO of Sandals Resorts International places him in a strong position to drive HX’s strategic ambitions, particularly in expanding its footprint in the North American market. Currently, 18% of bookings originate from this region, but Rainer is optimistic about capturing up to 50%.
Despite the enthusiasm surrounding HX’s evolving identity, Rainer acknowledges the challenges of selling expedition cruises. Unlike traditional cruising experiences, expedition cruises require a narrative—a collection of stories that resonate with potential travelers. To overcome these barriers, HX organized an unprecedented familiarization trip that hosted 300 travel advisors, media representatives, and guests on the Fridtjof Nansen. This initiative aimed to immerse participants in the unique experiences offered by HX, enabling them to communicate the true value of expeditions to their clients.
The two-day journey from Vancouver to Seattle encompassed a variety of engaging activities, from kayaking guided by an expert expedition team to hands-on environmental research demonstrations onboard. Rainer articulated the importance of making these narratives accessible to advisors, highlighting their role in boosting sales. Many advisors onboard indicated they were relatively inexperienced in selling such excursions, yet they expressed a strong desire to delve deeper into the nuances of expedition cruising.
As HX enters a competitive landscape where established cruise lines such as Silversea and Seabourn have introduced their own expedition offerings, it is crucial for HX to differentiate itself. To facilitate this, the brand has embraced an all-inclusive pricing model designed to alleviate any apprehension that travel advisors may have about recommending expedition cruises. This pricing strategy encompasses food, beverages, gratuities, and a variety of excursions, thus creating a stress-free experience for both advisors and guests.
Alex Delamere-White, HX’s Chief Commercial Officer, emphasized the need for authentic relationships with travel advisors, asserting that their passion and connection to the brand are essential. Given HX’s niche positioning, establishing a close-knit community of dedicated advisors will be foundational in bolstering brand loyalty and consumer interest.
Rainer foresees 2024 as a transitional phase, laying the groundwork for sustainable development in subsequent years. Early indicators show promise, with bookings already displaying an upward trajectory. The company has begun to adopt a longer-term approach regarding itinerary planning, opening bookings through the first quarter of 2027 and projecting cruises into spring 2028, a strategic move aimed at accommodating an increasingly competitive marketplace.
Specific regions are showing considerable growth, such as the Galapagos Islands, which have seen an impressive 245% increase in bookings for 2025 compared to the prior year. Additionally, the Northwest Passage has shown more than a 40% growth, demonstrating a robust appetite for expedition experiences among travelers.
Rainer recognizes that if this momentum continues into 2025, HX will be in a strong position to commence the order of the next generation of hybrid-power ships by 2026. The underlying message is clear: as HX sets sail on this new journey, it aims not only for independence from its roots but for a significant and impactful presence in the rapidly growing expedition sector of the cruise industry.