In a significant move within the cruise industry, Steve Smotrys has been appointed as the managing director and senior vice president of commercial operations for HX, previously known as Hurtigruten Expeditions. This role represents a strategic initiative as the company looks to solidify its brand identity and expand its commercial influence across North America. With his extensive background and experience, Smotrys is expected to lead HX in enhancing its market presence in the United States and Canada.
Smotrys brings nearly 25 years of experience in the cruise industry, having held various leadership roles in renowned companies such as Seabourn, Cunard, and Princess Cruises. His most recent position at Seabourn involved overseeing sales and trade relations before the integration of sales teams with Holland America Line. This amalgamation reflects the growing trend in the industry toward streamlined operations, and Smotrys’ expertise is seen as pivotal in navigating these changes now at HX.
As HX reorients its strategy post-rebranding, Smotrys will be tasked with differentiating the brand in a saturated market. His responsibilities will encompass a broad spectrum of commercial and sales operations, including management of business development managers. By spearheading these efforts, he will not only help amplify HX’s trade sales but also cultivate meaningful relationships within the travel industry community.
One of Smotrys’ primary objectives will be to enhance HX’s partnership with travel advisors, a crucial element in driving sales in the expedition cruise sector. His entry into HX follows their largest familiarization trip for travel advisors, underscoring the company’s commitment to fostering strong connections in the industry. As HX continues to carve out its unique identity within the competitive landscape of expedition cruising, his wealth of knowledge in relationship management will be integral to their success.
Reporting directly to chief commercial officer Alex Delamere-White, Smotrys is expected to leverage his previous experiences to not only facilitate growth at HX but also contribute to its brand evolution. This structure suggests a focused approach, emphasizing agility and responsiveness to market demands—an essential trait in today’s ever-changing travel environment.
The integration of Steve Smotrys into the HX leadership marks a decisive step in the brand’s strategy to establish a substantial foothold in North America. As the expedition cruise market gains momentum, HX’s distinct offerings separate from traditional cruise lines will be critical. The commitment to enhancing commercial operations reflects an understanding of regional preferences and the need for tailored marketing approaches.
The upcoming months will reveal how effective Smotrys has been in implementing these strategies as HX embarks on its journey of growth and transformation. With an experienced leader at the helm, HX is poised to potentially reshape its narrative in the cruise industry, making significant waves in the North American market.