HX Expeditions has reported record 2025 sales growth in Australia and New Zealand, with sales intake increasing 18 per cent year-on-year, driven by a 17 per cent uplift in advisor-booked sales.
Globally, the expedition cruise operator recorded an 11 per cent increase in sales intake, reflecting sustained demand for expedition cruising and continued investment in commercial capability.
Amber Wilson, Director of Sales Australia and New Zealand, said the result reflects a deliberate strategy to strengthen HX’s position in the local market.
‘Australia and New Zealand are very important markets for HX and our increased sales over the past 12 months reflect a focused strategy to strengthen and grow our foothold in both countries,’ Wilson said.
‘Advisors are responding because they see commitment, consistency and a partner building for the long term.’
Independence supports long-term strategy
At the beginning of 2025, HX completed an ownership transaction establishing the company as a fully independent expedition cruise operator.
Chief Executive Officer Gebhard Rainer said independence has enabled greater agility and investment clarity.
‘2025 was a defining year for HX. Independence gave us the flexibility to move faster, invest with intention and execute a clear, long-term growth strategy,’ Rainer said.
The company said its 2025 focus included strengthening trade engagement and driving greater commercial consistency across regions.
Systems investment to support advisor growth
HX expanded its partnership with cruise technology provider Versonix, implementing the Seaware Touch platform to improve booking efficiency.
All 2027–2028 season bookings are now processed through the upgraded platform, which centralises inventory, pricing and distribution across sales channels and enables greater self-service functionality for travel advisors.
Wilson said technology investment is designed to support trade partnerships.
‘Technology helps remove friction and support growth, but our strategy starts with people, partnerships and trust,’ she said.
Fleet upgrades and product expansion
In 2025, HX completed refurbishments of MS Fram and MS Spitsbergen, including redesigned interiors, enhanced dining venues and upgraded Science Centres.
The company also repainted its five expedition ships to introduce a unified visual identity across operating regions.
In Antarctica, HX increased kayaking capacity by 188 per cent and doubled camping capacity, while maintaining alignment with International Association of Antarctica Tour Operators guidelines.
2026 outlook and 130-year milestone
HX enters 2026 with expectations of continued growth. On 8 July 2026, the company will mark 130 years since pioneering expedition cruising in 1896.
‘There has never been a better moment for expedition travel,’ Wilson said. ‘For partners and guests, this milestone underscores both our legacy and our future direction.’
