If you’re confused about HX and its rebranding evolution, you are not alone. To clarify the expedition line’s current market positioning, we spoke to the line’s new CEO, Gebhard Rainer.
Prior to joining HX, Rainer was CEO of Sandals Resorts International. Before that, he held roles at Hyatt Hotels Corporation for more than two-and-a-half decades.
The brand evolution seems to have gone from Hurtigruten Expeditions to HX, and now to HX Expeditions. Is that correct?
The brand has evolved from Hurtigruten Expeditions to HX. While our official name is HX, we refer to ourselves as HX Expeditions to solidify our identity as a standalone expedition cruise company.
Gebhard Rainer was named CEO of HX in July of 2024.
Credit: 2025 HX Expeditions
While we build brand recognition for HX, we felt it was useful to add “expeditions” to make it clear the specialist area of cruise we offer.
While we build brand recognition for HX, we felt it was useful to add “expeditions” to make it clear the specialist area of cruise we offer. Using either HX or HX Expeditions is correct and reflects our evolution into a distinct, purpose-driven brand.
What prompted the separation of HX Expeditions from Hurtigruten entirely?
The separation was a strategic decision to sharpen HX Expeditions' focus on the rapidly growing expedition cruise market. This allows us to scale more effectively, innovate faster and strengthen our competitive positioning in a specialized segment.
With new investment and ownership announced in November 2024, HX Expeditions now has the agility and financial backing to accelerate growth, expand our product offering and advance our commitment to science, sustainability and educational exploration.
How does the new livery help clarify this distinction?
The new HX Expeditions livery is a visual statement of our brand evolution, designed to reinforce our identity as an expedition leader while following our new color palette, inspired by the ocean.
By moving away from the black and red vessels of the Norwegian Coastal Express, the new color scheme and modern aesthetic create a clear distinction, reflecting HX Expeditions’ dedicated mission. The brand colors are now seen across our livery, guest jackets and water bottles as well as all our external branding and ship interiors.
For clients who have previously sailed with either the Coastal Express or Hurtigruten Expeditions, what changes can they expect, and what will stay the same?
HX Expeditions is the pioneering expedition cruise brand, with a legacy dating back to 1896, when we became the first company to take guests on expedition voyages — three decades before Roald Amundsen reached the North Pole.
While we have evolved, our commitment to exploration remains unchanged. We continue to offer small-ship expeditions, expert-led exploration and immersive cultural and scientific programming, with sustainability at the core of our operations.
The most significant difference is where and how we operate.
The most significant difference is where and how we operate. Hurtigruten’s Coastal Express sails exclusively within Norway and has been an essential part of the country’s infrastructure for 130 years, faithfully transporting goods, local Norwegians and travelers between 34 coastal communities.
HX Expeditions voyages to more than 250 destinations across over 30 countries, spanning pole to pole. Our expeditions take guests to Antarctica, the Arctic, Alaska, the Galapagos Islands and beyond.
How does HX Expeditions differentiate itself in the growing expedition cruise market?
HX Expeditions stands apart as a true expedition product, with a dedicated balance of sustainability, adventure and comfort. Every voyage is led by an expert expedition team, including naturalists, historians, marine biologists and photographers, ensuring guests gain a deeper understanding of the destinations they explore.
Our voyages go beyond traditional cruising, offering active, hands-on exploration in some of the most remote regions of the world – with daily landings, Zodiac excursions and opportunities to kayak, hike and engage with local cultures and communities.
HX Expeditions also operates under an all-inclusive model, ensuring a seamless experience with daily excursions, premium dining, unlimited beverages, gratuities and expert-led programming included in the fare.
Why should travel advisors be selling HX Expeditions right now?
Expedition cruising is the fastest-growing segment in the cruise industry, and HX Expeditions is at the forefront of this expansion. With cruise demand at 82% and expedition itineraries growing 71% from 2019 to 2023, this is a high-value opportunity for travel advisors.
Twenty-seven percent of cruisers in the past two years were new to cruising, with 12% growth in just the past year alone. Additionally, 36% of cruise travelers are now under 40, reflecting more of a shift toward a younger, more active audience. At HX, we cater to all ages, from those that want to be very active to those who want to take things at a slower pace.
HX Expeditions' all-inclusive model simplifies the booking process, eliminating hidden costs and making it an easy sell for advisors. It also provides strong commissions, dedicated agent training and co-op marketing support, ensuring travel advisors have the tools to succeed. As more travelers seek authentic, immersive travel experiences, HX Expeditions presents a prime opportunity for agents looking to sell beyond traditional cruising.
