The expedition cruise sector is witnessing a transformative phase with the impactful appointment of Steve Smotrys as the managing director and senior vice president of commercial operations for HX, formerly known as Hurtigruten Expeditions. This strategic move symbolizes HX’s intent to broaden its footprint and enhance its appeal in the North American market, primarily focusing on the U.S. and Canada. Smotrys, with nearly 25 years of experience in the cruise industry, is poised to play a pivotal role in steering HX towards greater commercial success and brand distinction.
The creation of this new position is indicative of HX’s ambitious strategies to elevate its brand identity. As the expedition market grows in popularity, Smotrys will be responsible for crafting and implementing sales strategies tailored to the unique preferences of North American travelers. His oversight will include nurturing key partnerships and advancing trade relations, marking a fresh era of commerce for HX. With HX’s recent rebranding, it is essential for the company to effectively communicate its unique offerings, distinct from traditional cruising experiences.
Steve Smotrys is not new to the complexities of cruise operations and sales. His tenure at Seabourn as the vice president of sales and trade relations involved merging sales teams with Holland America Line, showcasing his adaptability in a rapidly evolving market. Prior roles in sales at Cunard and positions focused on revenue management at Princess Cruises equip him with a comprehensive understanding of passenger dynamics and sales intricacies. Smotrys’ extensive background enables him to leverage insights that are particularly vital as HX seeks to capture a more adventurous demographic of travelers.
The timing of this appointment is noteworthy; it follows HX’s largest fam trip for travel advisors, which was essential in familiarizing agents with the newly branded expedition line. By investing in leadership such as Smotrys, HX illustrates its commitment not only to growth but also to enhancing the quality of service and experience for both travel agents and customers alike. It is vital for expedition lines like HX to develop strategic relationships with travel advisors who are instrumental in guiding travelers’ choices.
As Smotrys embarks on his new role in mid-October, the eyes of the cruise industry will be on HX to see how it utilizes his expertise to navigate the North American market more effectively. By focusing on innovative sales strategies and fostering strong relationships within the travel community, HX is set to embark on a journey of growth. This appointment signifies not just a new chapter for Steve Smotrys, but also a transformative period for HX as it solidifies its place in the burgeoning expedition cruise sector. Transporting travelers to uncharted territories while maintaining a focus on sustainable practices will undoubtedly be at the forefront of HX’s mission moving forward.
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