Recently, from the opulent balconies of the Fridtjof Nansen, Gebhard Rainer, the freshly appointed CEO of HX, expressed a pivotal moment in the cruise industry—one that marks the brand’s newfound independence. Formerly known as Hurtigruten Expeditions, HX is currently undergoing a significant transformation, set to culminate in November 2023 with a complete separation from its sister brand, Hurtigruten. This transition positions both entities as distinct cruise lines under the Hurtigruten Group umbrella.
Rainer’s optimistic vision for HX stems from a deep appreciation for the hard work of both current employees and partners. He emphasized the importance of taking a moment to breathe after the separation, foreseeing a bustling year ahead in 2025, which signifies a substantial reset for the company. With fresh leadership and a rebranding effort in motion, HX aims to revamp its offerings and appeal, particularly to the North American market, where it currently garners a modest 18% of its business. Rainer is confident that cultivating this demographic could nearly double their customer base.
Expedition cruising inherently presents unique challenges in sales and marketing—a fact not lost on Rainer. To bridge the gap between the product and potential customers, HX recently hosted its largest familiarization trip, inviting around 300 travel advisors, media, and guests. Set against the backdrop of a two-day journey from Vancouver to Seattle aboard the Fridtjof Nansen, this experience was intricately designed to immerse participants in the expedition lifestyle. Activities included curated kayaking excursions, scientific explorations, and engaging with onboard research initiatives—all of which serve to underscore the adventure and education aspects of expedition cruising.
As Rainer aptly noted, selling expeditions requires storytelling—a skill Travel Advisors must hone to effectively market the product. Feedback from participants during this event echoed Rainer’s sentiments; many admitted to a lack of prior experience in selling expedition cruises. Nevertheless, there exists a palpable eagerness among advisors to expand their repertoire and offer clients more tailored travel experiences. This need for thorough product knowledge is critical, as expedition cruises appeal to a niche market that craves engagement and learning opportunities.
The expedition cruise market is witnessing a burgeoning expansion, attracting attention from established brands and newcomers alike. Renowned lines like Silversea and Seabourn have ventured into this sector, vying for market share against newcomers, including Atlas Ocean Voyages. As the market becomes more competitive, HX recognizes the importance of standout features to attract advisors and clients.
To ease the sales process, HX has revamped its pricing model to an all-inclusive format. This change encompasses not just basic essentials like food and beverages but also extends to include gratuities, Wi-Fi, daily guided excursions, personalized photos, an expedition jacket, and reusable water bottles. By simplifying pricing and enhancing the value proposition, HX aims to bolster advisors’ confidence in selling expeditions and to demystify the experience for potential travelers.
Alex Delamere-White, the brand’s Chief Commercial Officer, articulates a steadfast belief in the necessity of forging passionate connections with travel advisors. Unlike mainstream cruise offerings, HX thrives through deeply engaged partnerships with advisors who can convey its distinctive offerings. Building a strong rapport with advisors is essential, as their enthusiasm and personal experiences can significantly impact consumer perceptions and drive stronger sales.
As 2024 unfolds, HX anticipates a year of pivotal changes, not only in its branding but also in operational strategies. Rainer highlighted that while 2023 has seen a slight increase in bookings, proactive planning is key to maximizing customer engagement. The recent introduction of booking options extending into 2028 underscores their commitment to meeting market demand and ensuring travelers can plan their adventures well in advance.
With notable increases in 2025 bookings—particularly a staggering 245% growth in the Galapagos region and over 40% in the Northwest Passage—HX is on track to not only reclaim lost ground but also expand its market share significantly. If these trends continue, Rainer is optimistic about the possibility of investing in the next generation of hybrid power vessels, thereby reinforcing HX’s commitment to sustainable cruising.
As HX embarks on this new chapter, its focus remains on harnessing innovation, enhancing partnerships, and cultivating a loyal customer base. The expedition market is ripe for exploration; with strategic efforts, HX can position itself as a key player in increasingly competitive waters.
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