Just over a year since HX Expeditions and Hurtigruten became independent entities, HX Australia and New Zealand director of sales Amber Wilson talks exclusively to Karryon about the line’s heritage, latest initiatives and its niche spot in the expedition cruise sector.
“While we will always be very proud of our heritage and history with Hurtigruten, it’s great to be independent.
“The products are very different, and we now focus solely on expedition cruising in the polar regions, Alaska and the Galápagos,” says HX’s Amber Wilson.
“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.”
HX Expeditions reported record growth in 2025, posting an 18 per cent increase in ANZ sales intake, driven by a 17 per cent rise in advisor-booked sales.
Globally, HX delivered an 11 per cent year-on-year increase in sales intake, reflecting strong demand for expedition cruising and continued investment in commercial capabilities.
“Our trade partners and advisors are absolutely critical to that success,” Wilson says.
“We could not be where we are today or continue to build long-term growth without them. We are still only a small team. Our partnership with CLIA Australasia is also very important for us – advisors are responding because they see commitment, consistency and a partner that’s building for the future.”
The HX difference
Wilson says that Antarctica is still the No.1 destination for HX’s AUNZ and global markets, and HX takes more guests there than any other line. HX operates five expedition ships, in Alaska, Antarctica, the Arctic and the Galapágos.
“We are not competing with luxury lines – there aren’t any butlers, and you don’t dress up for dinner. When you travel with us, we are true expedition – I like to say you get your hands dirty and your feet wet because you will be off the ship, on the Zodiacs with the science team and expedition leaders. And that’s what our guests love.
“It is not science for tourism’s sake. The scientists onboard are working; they are true educators. They could be doing a thesis on anything from seabirds to ice and water temperatures. I love the fact that we are working with NASA on the GLOBE Cloud Observations program.”
Summing up HX’s core values, Wilson emphasises the company’s long-standing collaboration with local communities in Alaska and the Arctic, its dedication to conservation and its operational sustainability.
She adds: “Our focus is on doing what we do really well, consciously and with very strong consideration, rather than trying to expand and go everywhere.”
New itineraries
HX launched two new Inside Passage journeys for the 2026 season – the nine-night ‘Fjords of the Great Land’ and 12-night ‘Where the Mountains Meet the Sea’.
Both are designed to go beyond the traditional coastal experience and deeper into the wilderness where mainstream cruises don’t go.
Wilson says HX has worked with local partners and Indigenous owners to design and develop shore excursions at two new ports of call, Valdez and Klawock, which feature on both itineraries.
Klawock, on Prince of Wales Island, is a newly developed Indigenous-owned cruise port and Valdez is known for its location surrounded by the Chugach Mountains and its remarkable recovery from the 1989 Exxon oil spill.
Wilson is a big fan of Greenlandic cuisine, particularly the hearty “chowder-like” seafood soup she has sampled onboard.
“Greenland is a growing destination for HX, and this season we have introduced some amazing new experiences, exclusively on MS Fridtjof Nansen – the culinary-focused ‘Tide to Table’ from Ilulissat, and ‘Into the Elements’, a hiking and camping trip in southeast Greenland.
“Tide to Table is for small groups who join local fishermen in the fjords to catch cod using old Inuit methods that they still practise today. Guests then return to Ilulissat for a kaffemik, a social gathering hosted in a local home.
“Back on the ship, the chef prepares a special tasting menu at the fine-dining restaurant Lindstrøm, showcasing the catch of the day, paired with Austrian wines from Weingut Regele. Greenland produces fine spirits and beers – but not wine – it’s a bit too cold for growing grapes!”
Into the Elements is another new multi-day adventure in South Greenland’s wilderness that includes several scenic hikes, a science-boat trip and an overnight stay at a remote base camp (“more glamping than camping”).
The experience is designed for a maximum of nine guests led by a team expert. Other new excursions in Greenland include boat cruises to Ikka Fjords and Disko Bay, more kayaking options and guided walks with Inuit partners.
For any clients concerned about geopolitics, HX’s Greenland Promise was quickly established earlier this year when US President Donald Trump reiterated his goal of “buying” Greenland.
Wilson says, “It is a guest protection policy that offers flexibility in case plans need to change, should circumstances beyond our control affect your scheduled voyage.”
Meanwhile, HX will release its Arctic Introductory Course in partnership with the University of Tasmania later this year, a follow-up to their award-winning educational program about Antarctica.
“That is just one reason why our tagline is Change the Way You See the world,” Wilson says.
Anniversary celebrations
“2026 is a big year for us – it’s our 130th birthday in July, and we’re rolling out some great promotions for guests and advisors. The beautifully re-created 1896 cabin is now available on MS Fridtjof Nansen; guests can book it for a night on sailings throughout 2026 to get a feel for shipboard life 130 years ago.
“We’re offering discounts on fares, suite upgrades – the suites are very individual, some have wraparound balconies, hot tubs and even fireplaces – plus $3,000 off business-class airfares for Antarctica packages.
“Travel advisors receive a $130 gift card for all bookings made until 31 July, and we’re holding a series of regional events around the country.”
HX’s Environment, Social and Governance (ESG) report is being released on World Oceans Day (8 June).
“We’re very proud to produce this report,” Wilson says. “It shows that we are being as sustainable as we possibly can and it’s out there for anyone to read.”
For more information, visit HX Expeditions.
