HX Expeditions, the world’s first expedition cruise company, reported record growth in 2025. They're also celebrating new owners and new tools to help travel advisors.
HX Expeditions last year posted a 31% increase in US sales intake, driven by a 57% rise in advisor-booked sales. Globally, HX delivered an 11% year-over-year increase in sales intake, reflecting strong demand for expedition cruising and continued investment in commercial capabilities.
“Our growth in the U.S. reflects a very deliberate strategy,” said 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. Advisors are responding because they see commitment, consistency, and a partner that’s building for the future.”
New Ownership, Investment, and Independence
At the start of 2025, HX completed a major ownership transaction that established the company as a fully independent expedition cruise operator, bringing in new owners committed to growth.
“2025 was a defining year for HX,” said Gebhard Rainer, Chief Executive Officer. “Independence gave us the flexibility to move faster, invest with intention, and begin executing a clear, long-term growth strategy.”
With that foundation in place, HX focused in 2025 on executing a more disciplined go-to-market strategy, strengthening trade engagement and driving greater commercial consistency across regions.
Systems Investment to Support B2B Growth
To support its expanding trade business, HX 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 to improve booking efficiency and support continued B2B growth.
Rolled out in phases during 2025, the platform centralizes inventory, pricing, and distribution across sales channels. The upgraded system enables greater self-service for travel advisors while improving efficiency and operational support across HX’s commercial teams.
“All 2027/28 season bookings now flow through our Seaware-powered platform,” Smotrys said.
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, further supporting B2B engagement and distribution.
“Technology investments are helping remove friction and support growth, but the strategy starts with people, partnerships, and trust,” Smotrys said.
Fleet and Product Investment
HX continued to invest in its fleet in 2025, completing major refurbishments of MS Fram and MS Spitsbergen, including redesigned interiors, enhanced dining venues, and upgraded Science Centres that support onboard research engagement. In parallel, HX completed a full repaint of its five state-of-the-art expedition ships, introducing a distinctive new livery and delivering a consistent visual identity across all operating regions.
Additionally, HX expanded offerings across key products. In Antarctica, where HX is the largest expedition cruise operator, the company increased kayaking capacity by 188% and doubled camping capacity, while maintaining strict alignment with IAATO regulations, offering guests more opportunities to kayak and camp than any other operator in the region. Greenland emerged as one of HX’s fastest-growing markets, with U.S. passenger volumes up 129% year over year, driven by the launch of the first flight-inclusive sailings from Newark to Nuuk.
2026 Outlook and 130 Years of Operation
HX enters 2026 with strong expectations of continued growth, supported by sustained demand for expedition travel and a strengthened commercial and operational platform. The year will also mark HX’s 130th year of operation on July 8, 2026, highlighting both the company’s legacy and the momentum behind expedition cruising.
Across the Americas, HX is building on this momentum with a second travel advisor roadshow spanning eight cities in the US and Canada this spring, alongside a new partnership with social media marketing platform Rallio, giving advisors additional tools to convert demand for expedition travel.
“We pioneered expedition cruising in 1896, and 130 years later, it is the fastest-growing segment in the industry,” Rainer concluded. “There has never been a better moment for expedition travel, and for partners and guests to engage with the company that pioneered the segment.”
