HX Expeditions is ramping up its presence in Australia and New Zealand, establishing a dedicated regional sales and marketing team.
This announcement marks the next stage in the cruise line’s expansion in Australia and New Zealand, following the December appointments of Steve Smotrys as Managing Director and Senior Vice President and Amber Wilson as Director of Sales.
Following its split from sister brand, Hurtigruten, HX Expeditions is reinforcing its trade-focused approach, “ensuring travel advisors have the resources and support needed to drive success in the rapidly growing expedition cruise market”.
From 2019 to 2023, HX Expeditions has seen 71 per cent growth in passengers sailing on expedition itineraries. It says this surge “highlights the demand for immersive, experience-driven travel, which the Norwegian powerhouse is well-positioned to lead with its expanded regional focus”.
Commitment to Australia & New Zealand
As well as recruiting new talent, the newly formed sales and marketing team includes industry veterans who have worked across both Hurtigruten and HX Expeditions brands.
Director of Sales Amber Wilson says “The expedition cruise market is dynamic and expanding, and our team’s combined expertise and passion position us to lead in this exciting sector.”
The new HX Expeditions’ sales and marketing team includes:
Shannon Davis, Senior Marketing Manager
Shannon is an experienced marketing leader who has worked with brands such as Cathay Pacific, Cruiseco, and The Outbound Agency. Her expertise in strategic planning, brand management, and tactical campaigns will spearhead marketing initiatives to strengthen HX Expeditions’ regional position and drive engagement.
Gareth Coakley, Key Account Manager
Gareth has previously worked as Key Account Manager for both Hurtigruten and HX Expeditions and is tasked with driving strategic growth and engagement with key accounts across the region.
Kirsty Fruin, Key Account Manager
Kirsty joins HX Expeditions to focus on strengthening relationships with travel advisors and industry partners. She’ll also enhance support for the trade and drive awareness of HX Expeditions expedition cruise offerings.
Jemma Gormack, Marketing Executive
Jemma is responsible for elevating the brand’s regional presence.
Amber Wilson says, “Having worked alongside Gareth, Kirsty, and Jemma under the Hurtigruten Group, I am thrilled to unite as a team and focus exclusively on HX Expeditions’ growth”.
“Bringing in a marketing leader like Shannon, with her travel and brand strategy background, further strengthens our ability to expand our presence here.”
Steve Smotrys says, “This next phase underscores HX Expeditions’ long-term commitment to Australia and New Zealand. Our trade partners are at the heart of our success, and by building a dedicated team in the region, we’re ensuring they have the tailored support needed to thrive.”
For more information, visit travelhx.com.
