HX (Hurtigruten Expeditions) Announces Dedicated Leadership in Australia and New Zealand

Steve Smotrys and Amber Wilson to Lead HX Regional Team

London, UK (December 4, 2024) – HX (Hurtigruten Expeditions), the world’s largest expedition cruise company, is strengthening its leadership and sales operations in Australia and New Zealand as part of the final phase of its separation from Hurtigruten.

This transition comes as HX continues its journey toward full independence, which was further supported by an investment announced last week from a consortium of investors to accelerate growth in the global business.

The establishment of a dedicated HX team in Australia and New Zealand underscores the company’s commitment to these markets, with industry veteran Steve Smotrys expanding his role as Managing Director and Senior Vice President, Commercial for the Americas, to include oversight of the region. Sydney-based market expert Amber Wilson will serve as HX’s Director of Sales, reporting to Smotrys. Both roles will commence on January 1, 2025.

“By creating a dedicated HX team with strong B2B leadership, we are reinforcing our commitment to Australia and New Zealand,” said Alex Delamere-White, Chief Commercial Officer at HX. “This new structure ensures we have the resources and leadership needed to unlock the region’s potential and achieve long-term growth.”

The team will focus exclusively on HX’s expedition cruise offerings, with an expanded local sales presence aimed at providing tailored solutions for travel advisors and inspiring new and returning guests. This move comes as demand for expedition cruising continues to surpass the broader cruise market, reaffirming HX—pioneers in expedition cruising since 1896—as the industry leader. Consolidating these regions under Smotrys’ leadership aligns with HX’s ambitious global strategy.

Smotrys, who joined HX earlier this year, brings over 24 years of experience in the cruise industry, including leadership roles at Seabourn, Cunard, and Princess Cruises. Smotrys brings a deep understanding of the global travel market.

In the Asia-Pacific (APAC) region, HX has recorded 163% revenue growth since 2019, with the travel trade accounting for 70% of bookings. “This leadership expansion allows us to create stronger synergies with our trade partners, a pillar of our strategy in these markets,” added Delamere-White. “We’ve seen how unified leadership in the UK and Europe has driven success, and we’re confident this approach will create new opportunities for our partners and guests in Australia and New Zealand.”

“I am honored to take on this expanded role during such a pivotal time for HX,” said Smotrys. “Our trade partners are at the heart of our success, and I look forward to deepening our collaboration to understand and meet their unique needs. Together, we’ll deliver tailored solutions that enhance their ability to inspire guests and drive mutual growth, strengthening our leadership in the expedition cruise market.”

Amber Wilson, HX’s Director of Sales, added: “HX’s expedition cruises take guests to some of the most awe-inspiring destinations on earth, from the polar regions to the vibrant ecosystems of the Galápagos Islands. Focusing exclusively on HX will allow our team to strengthen collaboration with trade partners, inspiring more travelers to explore these extraordinary places and create memories that last a lifetime.”

Damian Perry will continue leading the Hurtigruten business in Australia and New Zealand. These leadership changes will take effect on January 1, 2025, coinciding with the final phase of the separation between Hurtigruten and HX. This transition, set to be completed that month, will establish both companies as standalone entities.