| HX went XL last year

HX has reported strong growth in sales last year, with an 18% increase in Aussie sales, alongside a 17% B2B increase, and an 11% year-on-year sales increase.

Director of sales Amber Wilson described the region as a very important market for the cruise line, and said that its growth was a result of “focused investments in our trade partners and in building a strong local team, creating a solid foundation for long-term growth”.

The growth in B2B sales was attributed to HX’s partnership with cruise technology platform Versonix and its Seaware Touch platform, improving booking efficiency by centralising inventory, pricing, and distribution across sales channels.

Wilson announced that all bookings for 2027/28 will be done through Seaware, which she believes will help “remove friction and support growth”.

Last year saw HX officially split from its former sister-company Hurtigruten, in a move which the expedition line’s chief executive officer Gebhard Rainer said provided “the flexibility to move faster, invest with intention, and begin executing a clear, long-term growth strategy.”

The year also saw refurbishment across its fleet, particularly on Fram and Spitsbergen (CW 26 Feb), which added enhanced interiors and dining venues, as well as science centres to boost on-board engagement and activities to support sustainability.

In addition to vessel refurbishments, HX also expanded its product offering over the past year, with an increase in kayaking by almost 200%, as well as a doubling of camping capacity. JB