HX formally separated from Hurtigruten this year and is now focused solely on global expeditions. HX Director of Sales AUNZ Amber Wilson talks to us about ‘the world’s oldest start-up’ and how it’s repositioning itself.
“Under our new brand and ownership, there’s a fresh energy and a clear vision,” Wilson says about HX going its own way earlier this year.
“HX has embarked on an exciting new phase in its 130-year history, and we are pleased to share that journey with CLIA and its 6,000-strong travel agent membership in Australia and New Zealand.
“There’s a real passion for exploration in this region — among both travel advisors and travellers — and our trade partners are at the heart of our success.”
Wilson says HX maintains pricing parity between trade and consumer and is known to provide exclusive trade-only offers.
“We’ve run several sales incentives recently where advisors can win an HX expedition – nothing beats firsthand experience!
“In fact, we’re hosting more famils in 2025 than ever before. We’re also proud to have a Melbourne-based reservations team. Our advisors really value having local support that understands their needs in our time zone.”
Expedition cruising continues to be one of the fastest-growing sectors in the industry, and because it is so competitive, Wilson is enthused about joining the CLIA community.
“CLIA does such a great job in training advisors. There are many expedition cruise lines operating today and while they all do a fantastic job, we’re all very different. CLIA will help us and our small AUNZ team to boost brand awareness and product differentiation in a busy market.”
Demand, destinations and differences
Wilson says HX has recorded an impressive 174 per cent revenue growth since 2019, with the trade channel accounting for 70 per cent of bookings.
“We’ve also seen a 66 per cent rise in demand for suites and premium experiences. Travellers are seeking meaningful, immersive adventures, but they also want to do it in comfort and style.”
Antarctica is the No.1 destination for HX’s Australian and New Zealand market, with demand for expedition voyages to Greenland and Alaska growing rapidly.
HX’s hybrid battery-powered ships, 2018’s MS Roald Amundsen and 2019’s MS Nansen Fridtjof, sail to Antarctica and the Arctic, along with the newly refreshed, 250-guest MS Fram. MS Spitsbergen sails in the Arctic and Northern Europe and MS Santa Cruz II is based year-round in the Galapagos Islands.
Accommodating up to 490 guests each, MS Roald Amundsen and MS Nansen Fridtjof are considerably larger than most Polar expedition ships but Wilson says having 30 expedition leaders means guests can rotate between “boots on the ground” landings, kayaking, zodiac cruises with the onboard scientists, and presentations on the ship.
“One of the advantages of operating larger expedition ships in Antarctica is that when you’re crossing the Drake Passage, there’s more stability and more space onboard, which makes nervous sailors more confident.
“And when you’re sailing on the hybrid ships in Antarctica and the captain turns off the engine, the effect is remarkable. It’s so silent you hear every ice crack, penguin call and spout of passing whales.”
While the appetite to cruise Alaska seems to be limitless, overtourism has become a contentious issue. More than 1.68 million cruise passengers visited Juneau, a city of 32,000 residents, in the 2024 season – the mind boggles.
Wilson says HX’s Alaska itineraries are “way off track”.
“We visit indigenous communities, kayak in remote areas, and operate two-week, one-way cruises that are completely different to what’s generally offered.
“That brings me to the work the HX Foundation does in supporting local communities, as well as working on projects to help preserve endangered wildlife and battle marine litter wherever we travel. So far, we’ve supported more than 150 projects in 23 different countries.”
A new world in luxury cruising
Wilson says the luxury HX provides is having the time and facilities to experience and learn about the world.
“We really want people to come home and have an appreciation of where they’ve been and maybe make their lives back home a little bit more sustainable or travel more consciously.”
However, there are luxury elements – fares include everything from excursions and drinks to gratuities, Wi-Fi and professional photography of the voyage. Guests staying in the spacious top suites enjoy a range of perks, such as Champagne on arrival, priority embarkation and disembarkation, a minibar that’s restocked daily and exclusive access to the specialty restaurant Lindstrøm. Some suites have balconies, spas and even (non-combustible) fireplaces.
Wilson says that while HX is focused on consolidating the strength of its current fleet, future growth –including new ships and new destinations – is “absolutely on the horizon”.
However, sustainability and scientific exploration will always be at the core of HX’s operations. The HX Foundation supports visiting scientists who welcome guests to take part in research in the ships’ Science Centres and ashore – or just have a chat over coffee.
From farm life to global travel
Wilson says, “I grew up in Murwillumbah, Northern NSW, on a small hobby farm just outside town. We had quite the animal crew – pigs, peacocks, horses, and even a sheep that thought it was a dog.”
Now, having visited 64 countries after a “late start” as a traveller, she says her bucket list is still long.
“My sisters, parents, and I keep a (slightly competitive) tally of who’s been where and what adventures we’ve had.
“I’ve always been curious about the world, experiencing new cultures, unexpected adventures – the joy of getting lost in a new place is always fun (once you’ve found your way out). A career in travel felt like the perfect fit – if I could get paid to do what I love, that was a career win!”
Wilson is thrilled that her daughter plans to study International Business.
“She’s dreaming of a career that includes global travel, too. It’s come full circle. Both of my kids certainly have the travel bug.”
Her advice for anyone embarking on a career as a travel advisor today?
“Say yes! Training sessions, supplier events, networking opportunities, they all add up. Build your knowledge and your network and always leave doors open. Our industry is small, and your reputation follows you. And most importantly, have fun! We’re in the business of creating unforgettable experiences. It really is the best industry in the world.”
For more information, visit travelhx
