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To continue the sales momentum, the company is supporting travel advisors with a new onboarding program, dedicated groups experts and commercial team growth.
August 10, 2026
Founded in Norway and headquartered in London, HX Expeditions historically drew the majority of its customers from Europe. From 2024 to the first half of 2026, the Americas grew from HX's third largest source market to its largest. The region delivered 53% year-over-year growth in the first half, including 61% growth in travel advisor-sourced sales.
"Becoming our largest source market reflects the strength of our travel advisor partnerships and the growing demand across the Americas," said Steve Smotrys, managing director and SVP commercial, Americas. "Our travel advisor partners have told us where they need additional support, and we've responded with investments in onboarding resources, dedicated groups support and a stronger commercial team designed to help them grow their business with HX."
To help newly registered advisors quickly build confidence in selling HX voyages, the company launched an automated travel advisor welcome program, a personalized journey consisting of five emails delivered during an advisor's first three weeks following registration on the HX Travel Advisor Portal.
The program introduces advisors to HX's expedition heritage, destinations, onboard experience, sustainability initiatives, scientific contributions and basecamp philosophy, while highlighting tools and resources to help grow their business.
According to HX, the program is generating click-through rates approximately three times higher than standard advisor communications. The company plans to expand the program to additional markets.
Last year, HX doubled its North America-based guest excellence team and introduced dedicated, in-market service specialists focused exclusively on supporting the needs of North American travel advisors and their clients.
The newly formed groups division is now supporting expedition group travel across the United Statesand Canada. The team provides specialized support for travel advisors and tour operators, helping them develop and manage group business through inventory planning, logistics coordination, guest experience support and voyage execution.
The team is led by Senior Group Specialist Zachery Krapes and Groups Specialist Madelyn Nuñez Paredes. Before HX, Krapes managed large group programs at Windstar Cruises. Nuñez Paredes brings more than 16 years of hospitality industry experience, including 12 years with The Walt Disney Co., where she managed group business across meetings, conventions, weddings and sporting events.
HX also promoted Jennifer Kennedy to senior manager, national & strategic accounts and appointed Charlene Sherman as senior manager, national & strategic accounts.
Previously serving as business development manager for the Southeast region, Kennedy now oversees a portfolio of national accounts, consortia and key strategic partners. She has more than a decade of travel industry experience and has been instrumental in strengthening advisor partnerships since joining HX in 2023.
Sherman brings expertise in partnerships, advisor engagement and commercial growth across the premium and luxury cruise industry. Most recently, she developed trade sales and national account marketing initiatives at Viking and previously held sales and marketing roles at Cunard and Seabourn.
In addition, Aliette Penton joined HX as business development manager, Southeast, overseeing Florida, Georgia, Mississippi, Louisiana and Alabama. Penton has more than two decades of cruise industry experience spanning trade sales, partner engagement and advisor development. She has held leadership roles in sales coaching and business development.
HX also plans to add business development managers in Northern California and the Midwest, and a new sales coordinator role.
