HX (Hurtigruten Expeditions) has promoted Amber Wilson to Director of Sales for Australia and New Zealand, following the appointment of US-based Steve Smotrys as Managing Director and Vice President, Commercial —now covering both the Americas and extended to Australia and New Zealand – revealed exclusively by LATTE yesterday.

As LATTE Cruise reported first, Damian Perry, long-time joint Managing Director, APAC of Hurtigruten and HX, will continue leading the standalone Hurtigruten business Down Under going forward, with the added responsibility of Vice President of Sales in the region.

HX said Smotrys and Wilson’s promotions, effective 1 January 2025, are the final phase of the separation from Hurtigruten and reflect a strengthening the expedition brand’s “leadership and sales operations in Australia and New Zealand”.

“This transition comes as HX continues its journey toward full independence, which was further supported by an investment announced last week from a consortium of investors to accelerate growth in the global business.”

HX says the creation of a dedicated HX team in ANZ, which until now had been a combined entity for both HX and Hurtigruten — the only remaining market in the world to do so — “underscores the company’s commitment to these markets”.

“By creating a dedicated HX team with strong B2B leadership, we are reinforcing our commitment to Australia and New Zealand,” said Alex Delamere-White, Chief Commercial Officer at HX.

“This new structure ensures we have the resources and leadership needed to unlock the region’s potential and achieve long-term growth.”

The team will focus exclusively on HX’s expedition cruise offerings, with an expanded local sales presence aimed at providing tailored solutions for travel advisors and inspiring new and returning guests. This move comes as demand for expedition cruising continues to surpass the broader cruise market, reaffirming HX—pioneers in expedition cruising since 1896—as the industry leader.

Consolidating these regions under Smotrys’ leadership aligns with HX’s ambitious global strategy.

Smotrys, who joined HX earlier this year, brings over 24 years of experience in the cruise industry, including leadership roles at Seabourn, Cunard, and Princess Cruises. Smotrys brings a deep understanding of the global travel market.

In the Asia-Pacific (APAC) region, HX has recorded 163% revenue growth since 2019, with the travel trade accounting for 70% of bookings.

“This leadership expansion allows us to create stronger synergies with our trade partners, a pillar of our strategy in these markets,” added Delamere-White. “We’ve seen how unified leadership in the UK and Europe has driven success, and we’re confident this approach will create new opportunities for our partners and guests in Australia and New Zealand.”Smotrys said: “I am honored to take on this expanded role during such a pivotal time for HX.

“Our trade partners are at the heart of our success, and I look forward to deepening our collaboration to understand and meet their unique needs. Together, we’ll deliver tailored solutions that enhance their ability to inspire guests and drive mutual growth, strengthening our leadership in the expedition cruise market.”

Amber Wilson, HX’s Director of Sales, added: “HX’s expedition cruises take guests to some of the most awe-inspiring destinations on earth, from the polar regions to the vibrant ecosystems of the Galápagos Islands.

“Focusing exclusively on HX will allow our team to strengthen collaboration with trade partners, inspiring more travellers to explore these extraordinary places and create memories that last a lifetime.”

These leadership changes will take effect on 1 January 2025, coinciding with the final phase of the separation between Hurtigruten and HX. This transition, set to be completed that month, will establish both companies as standalone entities.

Hurtigruten

Meanwhile, expanding on Perry’s commitment to the Norway and Svalbard coastal cruising specialist, current APAC Marketing Manager, Marisa Jones, has been promoted to Head of Marketing, Hurtigruten.“Over the past two years, I’ve been proud to be part of Hurtigruten’s growth, including launching our premium Signature voyages in APAC and the development of our recently launched brand platform,” Jones said.

“Hurtigruten’s authentic Norwegian spirit, exceptional quality, and commitment to sustainability define our story and position us to lead the future of sustainable travel with innovative, market-leading experiences. It’s an incredibly exciting time to be aboard.”

A new position as Hurtigruten’s Head of Sales APAC will be promoted in coming weeks.

“We are looking forward to taking the next step with our dedicated Hurtigruten team in APAC as we move into 2025,” said Hedda Felin, CEO of Hurtigruten.

“I am pleased to confirm we have secured Damian Perry to continue to lead this work for us, as he brings invaluable insight and knowledge of the industry, as well as stability for the team and local partners. These elements are essential for executing our strategy in the region,” Felin added.

“After visiting Australia earlier this year, and experiencing the overwhelming positive feedback from trade partners, along with our strong team, I am certain that we will see increased enthusiasm and support for Hurtigruten in the region.”

Perry added that Hurtigruten will shortly announce the placement of existing team members and other vacancies within the business.