HX Expeditions has delivered record 2025 growth in Australia and New Zealand, with advisor-booked sales driving a double-digit surge as the expedition cruise specialist doubles down on trade partnerships, technology and fleet investment.
The world’s first expedition cruise company reported an 18 per cent increase in Australia and New Zealand sales intake in 2025, fuelled by a 17 per cent rise in advisor-booked sales. Globally, HX recorded an 11 per cent year-on-year uplift in sales intake, underscoring sustained demand for expedition cruising.
“Australia and New Zealand are very important markets for HX and our increased sales in these regions over the past 12 months reflect a very deliberate strategy to strengthen and grow our foothold in both countries,” said Amber Wilson, HX’s Director of Sales for Australia and New Zealand.
Wilson added: “We made focused investments in our trade partners and in building a strong local 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.”
What is driving HX Expeditions’ ANZ growth?
According to HX, 2025 marked a pivotal shift in its commercial strategy. At the start of the year, the company completed a major ownership transaction, establishing HX as a fully independent expedition cruise operator with new owners committed to growth.
“2025 was a defining year for HX,” said Gebhard Rainer, HX’s Chief Executive Officer. “Independence gave us the flexibility to move faster, invest with intention, and begin executing a clear, long-term growth strategy.”
With independence secured, HX focused on a more disciplined go-to-market strategy, strengthening trade engagement and driving greater commercial consistency across regions.
For travel advisors, that translated into deeper local investment and clearer commercial alignment, factors that HX credits as key contributors to its 17 per cent B2B growth in ANZ.
How is technology supporting advisor sales?
To underpin its expanding trade business, HX Expeditions invested in new systems aimed at making it easier for advisors to sell and service expedition travel.
The company 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 centralises inventory, pricing and distribution across sales channels.
“All 2027/28 season bookings now flow through our Seaware-powered platform,” Wilson said. “Technology investments are helping remove friction and support growth, but the strategy starts with people, partnerships and trust.”
For advisors selling HX Expeditions, greater self-service functionality and improved operational support signal a brand intent on reducing complexity in a category that can often be perceived as intricate.
Where is HX investing across fleet and product?
Beyond systems, HX Expeditions continued to invest in its fleet during 2025, completing major refurbishments of MS Fram and MS Spitsbergen. Upgrades included redesigned interiors, enhanced dining venues and upgraded Science Centres to support onboard research engagement.
The company also completed a full repaint of its five expedition ships, introducing a new livery and consistent visual identity across operating regions.
In Antarctica, where HX is the largest expedition cruise operator, the brand increased kayaking capacity by 188 per cent and doubled camping capacity, maintaining alignment with International Association of Antarctica Tour Operators (IAATO) regulations. HX says it now offers more opportunities to kayak and camp in the region than any other operator.
For advisors, these enhancements provide new experiential talking points in a segment that continues to attract high-value, experience-led travellers.
What does 2026 look like for HX Expeditions?
HX Expeditions enters 2026 with expectations of continued growth, supported by sustained demand for expedition travel and a strengthened commercial and operational platform.
On 8 July 2026, the company will mark 130 years of operation, a milestone that reinforces its legacy in a segment it pioneered.
“We pioneered expedition cruising in 1896, and 130 years later, it is the fastest-growing segment in the industry,” Wilson said. “There has never been a better moment for expedition travel, and for partners and guests to engage with the company that pioneered the segment.”
With record ANZ performance, renewed independence and expanded trade-facing infrastructure, HX Expeditions is positioning itself for deeper engagement with Australian and New Zealand advisors in the year ahead.
KARRYON UNPACKS: For Australian and New Zealand advisors, HX Expeditions’ 18 per cent ANZ growth signals rising client appetite for premium expedition travel and a supplier investing in systems, partnerships and product depth to support long-term trade success.
This article is brought to you by HX Expeditions.
