by Sarah Kuta
Last updated: 2:25 PM ET, Mon August 10, 2026
The Americas are now the largest source market for HX Expeditions, the company announced today.
Founded in Norway and headquartered in London, the expedition cruise company has historically drawn the majority of its guests from Europe. From 2024 to the first half of 2026, the Americas grew from HX's third-largest source market to its largest. The region delivered 53 percent year-over-year growth in the first half of 2026, including 61 percent growth in travel advisor sourced sales.
"Becoming our largest source market reflects the strength of our travel advisor partnerships and the growing demand across the Americas," says Steve Smotrys, managing director and senior vice president of commercial in the Americas for HX Expeditions. "Our travel advisor partners have told us where they need additional support, and we've responded with investments in onboarding resources, dedicated Groups support and a stronger commercial team designed to help them grow their business with HX."
To help newly registered North America-based travel advisors build confidence in selling HX voyages, the company has launched an automated Travel Advisor Welcome Program. The personalized onboarding journey consists of five emails delivered during an advisor's first three weeks following registration on the HX Travel Advisor Portal.
The program introduces advisors to HX's expedition heritage, destinations, onboard experience, sustainability initiatives, scientific contributions and Basecamp philosophy, while highlighting tools and resources designed to help grow their expedition cruise business.
The program is already delivering strong engagement, generating click-through rates approximately three times higher than standard advisor communications. HX plans to expand the program to additional markets in the future.
Last year, HX doubled its North America-based guest excellence (GX) team and introduced dedicated, in-market service specialists focused exclusively on supporting the unique needs of North American travel advisors and their clients. Now, HX has launched a groups division to support expedition group travel across the United States and Canada.
The new team, led by senior group specialist Zachery Krapes and groups specialist madelyn Nunz Paredes, provides specialized support for travel advisors and tour operators, helping them develop and manage group business through inventory planning, logistics coordination, guest experience support and voyage execution.
"Zach and Madelyn bring outstanding expertise and a deep understanding of group travel," says Smotrys. "Their experience positions us to continue growing our group business across North America."
HX is also promoting Jennifer Kennedy from business development manager for the Southeast region to senior manager of national and strategic accounts. The brand also hired Charlene Sherman to take on the same role.
Aliette Penton will replace Kennedy as business development manager for the Southeast region, overseeing Florida, Georgia, Mississippi, Louisiana and Alabama. HX also plans to add business development manager positions in Northern California and the Midwest, as well as a new sales coordinator role.
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