Americas Becomes HX Expeditions' Largest Source Market

HX expands support for travel advisors with new onboarding program, dedicated Groups team, and commercial growth following record performance in the Americas.

August 10, 2026 – HX Expeditions, the world’s first and longest-running expedition cruise company, today announced that the Americas has become the company's largest source market worldwide, marking a milestone in the region's continued growth. Supporting this momentum, HX is expanding travel advisor resources across North America through a new advisor onboarding program, the launch of a dedicated Groups division, and ongoing expansion of its commercial team.

As HX celebrates its 130th anniversary, the announcement underscores the rapid growth of its North American business. 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% year-over-year growth in the first half of 2026, including 61% 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," said Steve Smotrys, Managing Director and SVP Commercial, Americas. "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 advisors quickly 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.

Currently available to newly registered North America-based travel advisors, 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.

Launch of Dedicated Groups Division

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 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.

The team is led by Senior Group Specialist Zachery Krapes and Groups Specialist Madelyn Nunez Paredes. Prior to joining HX, Krapes managed large group programs with Windstar Cruises, overseeing planning and operational execution while partnering closely with travel advisors. Nunez Paredes brings more than 16 years of hospitality industry experience, including 12 years with The Walt Disney Company, where she managed group business across meetings, conventions, weddings and sporting events.

"Zach and Madelyn bring outstanding expertise and a deep understanding of group travel," said Smotrys. "Their experience positions us to continue growing our group business across North America."

New Appointments & Team Expansion

HX also announced the promotion of Jennifer Kennedy to Senior Manager, National & Strategic Accounts and the appointment of Charlene Sherman as Senior Manager, National & Strategic Accounts.

Previously serving as Business Development Manager for the Southeast region, Kennedy will now oversee a portfolio of HX's national accounts, consortia and key strategic partners. Kennedy brings more than a decade of travel industry experience and has been instrumental in strengthening advisor partnerships since joining HX in 2023.

Sherman brings expertise in partnerships, advisor engagement and commercial growth across the premium and luxury cruise industry. Most recently, Sherman developed Trade Sales and National Account Marketing initiatives for Viking and previously held sales and marketing roles with Cunard and Seabourn. In this role, she will oversee a portfolio of national accounts and strategic partnerships across the Americas.

In addition, Aliette Penton has joined HX as Business Development Manager, Southeast, overseeing Florida, Georgia, Mississippi, Louisiana and Alabama. Penton brings more than two decades of cruise industry experience spanning trade sales, partner engagement and advisor development. Throughout her career, she has held leadership roles in sales coaching and business development, building strong relationships with travel partners across the region.

HX also plans to add Business Development Manager positions in Northern California and the Midwest, as well as a new Sales Coordinator role.

Travel advisors can learn more about HX's travel advisor programs, resources and support tools by registering through the HX Travel Advisor Portal at agentportal.travelhx.com.

Advisors seeking sales support or booking assistance can contact the HX Travel Advisor team at +1 (866) 312-6791 (U.S. & Canada) or usagencies@travelhx.com.

Professionals interested in the newly announced Business Development Manager and Sales Coordinator opportunities can learn more about current and upcoming career openings at travelhx.com/en-us/careers.