Following the rebranding of HX Expeditions (now independent from Hurtigruten), Gebhard Rainer, CEO of HX Expeditions, is looking even further to the future.
We sat down with Ranier to discuss the journey that got him here and where the company is heading next, from sustainability efforts to exciting polar itineraries.
What was your background in the travel industry before joining HX Expeditions?
I have spent much of my career in hospitality and travel, from more than 25 years at Hyatt Hotels Corporation, where I helped shape operations across the globe, to serving as president & COO at Coach, and then as CEO of Sandals Resorts.
At Sandals, I worked closely with communities across the Caribbean through the Sandals Foundation, creating meaningful connections between our guests and the destinations they visited. Travel has always been both a personal passion and a professional compass. Those experiences taught me the value of hospitality rooted in authenticity and purpose, something I carry with me now at HX Expeditions.
How have you applied your past experience to expedition cruising, from operations to sustainability?
My background has given me a deep appreciation for operational excellence, but also for the responsibility we hold as leaders in travel. At HX, that means running a highly professional operation while embedding sustainable practices, education and science into everything we do.
Gebhard Rainer, CEO of HX Expeditions
Credit: 2025 HX ExpeditionsGuests don’t just visit destinations; they engage with them, contribute to them and hopefully return transformed. Purpose is the new luxury. Today’s travelers want more than frivolous indulgence. With HX, they travel alongside scientists, participate in research, clean plastic pollution off beaches and connect with communities in meaningful ways.
For example, last year we launched the world’s first accredited Antarctic program for travelers, a pre-voyage course developed in partnership with the University of Tasmania. The course equips guests with the scientific, cultural and environmental context they need to arrive informed, engaged and ready to contribute meaningfully to the experience. In its first season, more than 2,200 guests enrolled, and 98% reported greater awareness of their environmental responsibilities.
And now we’re building on that success. For the new season, we’re expanding the program into two tiers: a free introductory course available to all guests, and a comprehensive, university-accredited course offered for a fee that can even count toward future study.
How has the travel advisor community received the line’s rebranding?
The rebrand was a significant milestone, establishing HX as a stand-alone expedition cruise company and clearly differentiating us from our heritage sister brand, Hurtigruten. The response from the travel advisor community has been very positive, as it has allowed us to focus fully on what advisors need to succeed.
The rebrand was a significant milestone, establishing HX as a stand-alone expedition cruise company and clearly differentiating us from our heritage sister brand, Hurtigruten.
Since the split, we have put the travel trade at the center of our transformation. The introduction of our "Adventure is All-Inclusive” model, shaped directly by advisor feedback, has simplified the product and made it easier to sell. We have strengthened advisor support with new tools, such as our partnership with Approach Guides, which provides curated content, real-time pricing and lead generation. In 2025, we will also launch a new booking portal designed to streamline the end-to-end sales process.
Equally important, we are investing in education, incentives and firsthand experience to ensure advisors feel confident in selling HX. Our largest-ever fam brought 300 advisors onboard last year, and this fall we are hosting another ship visit in Seattle. We are also expanding our Americas Roadshow and increasing our presence in market with more BDMs. Collectively, these efforts reinforce our commitment to advisors and are a key reason the rebrand has been embraced so strongly by advisors.
Why is it now the time for clients to consider an expedition cruise on HX?
In 2026, HX will celebrate its 130th anniversary with milestone programming. We pioneered expedition cruising in 1896 and, 130 years later, expedition cruising has become the fastest growing segment in the industry. Cruise Lines International Association reports a 22% increase in expedition passengers from 2023 to 2024 and 71% growth since 2019, with global expedition ship capacity projected to rise 150% by 2029.
Amidst this rapid growth, HX continues to lead responsibly. We are founding members of both the International Association of Antarctica Tour Operations (IAATO) and the Association of Artic Expedition Cruise Operators (AECO), and our leadership team holds senior roles in both associations, ensuring our growth is carefully managed and scientifically meaningful. Our ships are true platforms for science. In 2024, through our industry-leading Science Program led by Dr. Verena Meraldi, the cruise industry’s first chief scientist, we supported 32 third-party research projects, donated 1,911 cabin nights valued at about $1.7 million to 87 scientists and the program was cited 96 times in academic literature that year.
In Antarctica, HX is expanding its kayaking and camping program.
Credit: 2025 HX ExpeditionsWe also design experiences that go deeper. In Arctic Canada, we are the first expedition company to co-design excursions with Inuit Elders and residents, with 100% of revenue going back to local hosts and artists.
In Arctic Canada, we are the first expedition company to co-design excursions with Inuit Elders and residents, with 100% of revenue going back to local hosts and artists.
In Antarctica, we are introducing the industry’s largest kayaking and camping program. Beginning in October 2025, capacity will expand significantly, with an 188% increase in kayaking, double the camping spots to accommodate up to 60 guests per night and new solo-traveler access.
Additionally, we recently appointed Kelvin Murray as our director of expedition operations. One of the most respected veterans in the field, his decades of experience ensure our expansion is matched by integrity, safety and quality.
For many, an expedition is a once-in-a-lifetime journey. There has never been a better moment to experience the world in this way; responsibly, adventurously and with the company that pioneered the segment.
And what does the future hold for the company and its fleet of polar ships?
We are entering a very exciting chapter. With new investment and ownership, HX now has the agility to expand faster and innovate further. We have modernized ships such as MS Fram and MS Spitsbergen with new science centers and upgraded interiors.
We are building programming that creates lasting value for the communities and environments we visit. We are expanding our Science & Education program, giving more researchers access to our ships and more guests the chance to contribute to real-world science. We are also finding new ways to reduce emissions and waste, with upcoming regulations such as FuelEU Maritime helping accelerate the transition to cleaner fuels.
In 2026, our 130th anniversary year, we will celebrate with special programming, new itineraries (including a once-in-a-lifetime total solar eclipse sailing in Greenland) and more immersive partnerships with local communities. Our vision is simple: to responsibly lead the future of expedition travel through educational science, sustainable practices and community collaboration. We want HX to set the standard for how this industry grows and ensure we leave a legacy that benefits both people and planet.
