HX Expeditions Delivers Record U.S. Growth in 2025, Advisor-Booked Sales Rise

HX Expeditions reported record growth in 2025, including a 31% increase in U.S. sales intake, driven by a 57% rise in advisor-booked sales. Globally, HX delivered an 11% year-over-year increase in sales intake.

“Our growth in the U.S. reflects a very deliberate strategy,” said Steve Smotrys, managing director and senior vice president of commercial for the Americas. “We made focused investments in our trade partners and in building a strong Americas team, creating a solid foundation for long-term growth. Advisors are responding because they see commitment, consistency, and a partner that’s building for the future.”

HX started 2025 under new ownership that established the company as a fully independent expedition cruise operator. With that foundation in place, HX focused in 2025 on executing a more disciplined go-to-market strategy, strengthening trade engagement, and driving greater commercial consistency across regions.

To support its expanding trade business, HX invested in systems designed to make it easier for advisors to sell and service expedition travel. HX expanded its partnership with cruise technology provider Versonix, implementing the Seaware Touch platform to improve booking efficiency and support continued B2B growth.

Rolled out in phases during 2025, the platform centralizes inventory, pricing, and distribution across sales channels. The upgraded system enables greater self-service for travel advisors while improving efficiency and operational support across HX’s commercial teams.

“All 2027/28 season bookings now flow through our Seaware-powered platform,” Smotrys said.

HX also introduced a new partnership with Approach Guides, providing U.S. travel advisors with a co-branded web sites to share HX itineraries, access real-time pricing, and capture client leads.

“2025 was a defining year for HX,” said Gebhard Rainer, HX Expeditions CEO. “Independence gave us the flexibility to move faster, invest with intention, and begin executing a clear, long-term growth strategy.”

Looking at 2026, HX is building on its momentum in North America with a second travel advisor roadshow spanning eight cities in the U.S. and Canada this spring, alongside a new partnership with social media marketing platform Rallio, giving advisors additional tools to convert demand for expedition travel.