In a transformative move for the expedition cruise line HX, Steve Smotrys has been appointed as the managing director and senior vice president of commercial operations for the Americas. This fresh role, representing a pivotal step in HX’s strategic expansion plan, aims to solidify the brand’s presence in the competitive North American market. With a rich background exceeding 25 years in the cruise industry, Smotrys is stepping into this key position at a time when HX is setting the foundation for a strong commercial framework.
Smotrys is no stranger to the cruise industry, having built his career with leading companies such as Seabourn, Cunard, and Princess Cruises. His most recent position with Seabourn as vice president of sales and trade relations involved navigating the complexities of the sales landscape before the unification of Seabourn’s and Holland America Line’s sales teams. This extensive experience equips him with unique insights into customer relations and sales operations, skills that will be critical as he leads HX’s efforts to broaden its appeal in the U.S. and Canadian markets.
HX, which was formerly recognized as Hurtigruten Expeditions, has undergone significant rebranding as part of its strategic pivot away from traditional cruise offerings. While Hurtigruten retains its focus on coastal Norwegian cruises, HX is channeling its efforts toward expedition cruising, a segment that is quickly gaining popularity among travelers looking for unique experiences. The selection of Smotrys reinforces HX’s commitment to growth and innovation within this niche, as the company aims to resonate more deeply with adventure seekers.
In conjunction with Smotrys’ significant appointment, HX has recently concluded one of its largest fam trips for travel advisors, a move designed to foster strong relationships within the travel community. As the new managing director, Smotrys will not only oversee commercial and sales strategies but also lead business development managers to cultivate robust partnerships with travel advisors. This is crucial for ensuring that HX’s offerings are effectively communicated and marketed to potential clients looking for extraordinary travel experiences.
With Smotrys expected to start his role in mid-October, industry observers are keenly watching how his leadership will influence HX’s market strategy. His first challenge will be to establish HX’s distinct brand identity within a crowded marketplace while also leveraging existing relationships to penetrate deeper into the lucrative North American market. As the demand for expedition cruising continues to grow, the initiative to build a strong commercial foundation led by an experienced director signals a promising future for HX in a vibrant industry landscape.
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