by Sarah Kuta
Last updated: 3:05 PM ET, Wed January 28, 2026
HX Expeditions is celebrating record growth.
In 2025, the company notched a 31 percent increase in United States sales intake, driven by a 57 percent increase in travel advisor bookings. Globally, HX saw an 11 percent year-over-year increase in sales intake.
The growth in the U.S. is the result of a “very deliberate strategy,” says Steve Smotrys, managing director and senior vice president of commercial for the Americas.
“We made focused investments in our trade partners and in building a strong Americas team, creating a solid foundation for long-term growth,” he says. “Advisors are responding because they see commitment, consistency, and a partner that’s building for the future.”
At the start of 2025, HX separated from Hurtigruten, establishing itself as a fully independent expedition cruise operator and bringing in new owners committed to growth. That independence gave the company’s leaders “the flexibility to move faster, invest with intention and begin executing a clear, long-term growth strategy,” says Gebhard Rainer, HX’s chief executive officer.
The company also invested in systems designed to make it easier for advisors to sell and service expedition travel. HX expanded its partnership with cruise technology provider Versonix, implementing the Seaware Touch platform, which centralizes inventory, pricing and distribution across sales channels.
HX also introduced a new partnership with Approach Guides, providing U.S. travel advisors with a co-branded digital platform to share HX itineraries, access real-time pricing and capture client leads.
“Technology investments are helping remove friction and support growth, but the strategy starts with people, partnerships and trust,” Smotrys says.
HX also continued to invest in its fleet in 2025, completing major refurbishments of MS Fram and MS Spitsbergen. The company also fully repainted its five ships, introducing a new livery and streamlined visual identity.
Also last year, increased kayaking capacity by 188 percent and doubled camping capacity in Antarctica. The company also took lots of travelers to Greenland, with U.S. passenger volumes up 129 percent year over year, driven by the launch of the first flight-inclusive sailings from Newark to Nuuk.
Looking ahead, HX is projecting continued growth. It will embark on a second travel advisor roadshow across the U.S. and Canada this spring and celebrate its 130th anniversary in July.
“We pioneered expedition cruising in 1896, and 130 years later, it is the fastest-growing segment in the industry,” Rainer says. “There has never been a better moment for expedition travel, and for partners and guests to engage with the company that pioneered the segment.”
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