HX Expands Support for North American Travel Advisors Including New Groups Division & New Sales Execs
by Dori Saltzman
Jennifer Kennedy, Charlene Sherman, Aliette Penton, Zachery Krapes, and Madelyn Nunez Paredes have taken on new and expanded roles across national accounts, commercial, and the company’s new Groups division. Photo: HX
HX Expeditions is expanding its travel advisor resources across North America through a new advisor onboarding program, the launch of a dedicated Groups division, and ongoing expansion of its commercial team. The expansion comes at the same time that HX announced North America has officially becomes its largest source market worldwide.
From 2024 to the first half of 2026, the Americas grew from HX’s third-largest source market to its largest, with the region delivering 53% year-over-year growth in the first half of 2026, 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 senior vice president 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.”
New Travel Advisor Onboard Program
To help newly registered advisors quickly build confidence in selling HX voyages, the cruise line has launched an automated Travel Advisor Welcome Program. The onboarding program consists of five emails delivered during an advisor’s first three weeks following registration on the HX Travel Advisor Portal.
The emails introduce advisors to HX’s expedition heritage, destinations, onboard experience, sustainability initiatives, and more, while also highlighting tools and resources designed to help grow their expedition cruise business.
Though new, the program is already delivering strong engagement, generating click-through rates approximately three times higher than standard advisor communications.
Dedicated Groups Division Launch
HX has launched a new Groups division to support expedition group travel across the U.S. and Canada. The new 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 Zachary Krapes and groups specialist Madelyn Nunez Paredes. Prior to joining HX, Krapes managed large group programs with Windstar Cruises, overseeing planning and operational execution while partnering closely with travel advisors. Nunez Paredes brings more than 16 years of hospitality industry experience, including 12 years with The Walt Disney Company, where she managed group business across meetings, conventions, weddings, and sporting events.
Sales Team Expansion
HX also announced the promotion of Jennifer Kennedy to senior manager, national & strategic accounts and the appointment of Charlene Sherman as senior manager, national & strategic accounts.
Previously serving as business development manager for the Southeast region, Kennedy will now oversee a portfolio of HX’s national accounts, consortia, and key strategic partners. Kennedy brings 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, Sherman developed trade sales and national account marketing initiatives for Viking and previously held sales and marketing roles with Cunard and Seabourn. In her new role, she will oversee a portfolio of national accounts and strategic partnerships across the Americas.
Additionally, Aliette Penton has joined HX as BDM, Southeast, overseeing Florida, Georgia, Mississippi, Louisiana, and Alabama. Penton brings more than two decades of cruise industry experience spanning trade sales, partner engagement, and advisor development.
HX also plans to add BDM positions in Northern California and the Midwest, as well as a new sales coordinator role.
