HX Expands Americas Team to Boost Trade Support
HX, formerly known as Hurtigruten Expeditions, is strengthening its presence in the Americas by announcing a slate of new hires across business development, marketing and tour operations. This recruitment drive comes as the company seeks to deepen its travel trade partnerships and bolster support for advisors at a time when its U.S. booked revenue surged 115 percent between 2022 and 2024. The expanded team will bring specialized expertise to each region as HX targets further growth in a vibrant market.
Steve Smotrys, managing director and senior vice president of commercial for the Americas, said that the new appointments reflect HX’s commitment to invest in the right talent to drive its strategy. “This expanded team brings the energy and expertise needed to strengthen our trade relationships and accelerate growth across the region,” Smotrys said, highlighting the critical role of dedicated resources in maintaining momentum after the company’s rapid expansion. The surge in hires reflects HX’s confidence in sustaining momentum through targeted market engagement and operational excellence.
The business development team will be led by Ana Duarte, who takes on the role of Senior Business Development Manager for LATAM and tour operators. John Milbrath joins as Business Development Manager for the Northwest U.S., while Linda Cavanah will cover the Central U.S. market. Barrett Caldwell is tasked with driving growth in the Midwest and Mid-Atlantic regions, and Aidan Flood will focus on the Northeast U.S. These appointments ensure that HX has boots on the ground to support local travel partners and deliver tailored solutions that address market-specific needs.
In the marketing division, HX has bolstered its capabilities with the hiring of Destiny Weiss and Jenna Amaral as Senior Marketing Managers for the Americas, alongside Cristina Macedo, who will serve as B2B Trade Marketing Manager for the region. These marketing professionals bring extensive experience in trade marketing and digital strategy, laying the foundation for more targeted campaigns and enhanced brand visibility. Their arrival is expected to elevate HX’s engagement with advisors and drive demand for expedition offerings through personalized outreach and digital initiatives.
HX is also reinforcing its tour operations team to ensure seamless coordination of expedition experiences and on-site support for travel advisors. These operational hires will manage logistics and partner relations at key departure points, enabling smoother sailing for clients and advisors alike. By building a strong backbone of tour operations talent, HX aims to deliver consistent, high-quality service as it expands its lineup of Arctic, Antarctic and tropical expeditions across the Americas.
The expansion across business development, marketing and tour operations positions HX to capitalize on consumer interest in expedition travel. The additional resources will enable more personalized service and stronger partnerships with travel agencies and advisors, driving higher bookings and satisfaction. With a nearly 20-year legacy as Hurtigruten Expeditions and a renewed focus on trade, HX is primed for further gains in the Americas.
As HX prepares new product launches and attends key trade events in 2025, its enlarged team will be pivotal to strategy execution. Advisors collaborating with HX can anticipate enhanced training, co-marketing initiatives and improved operational support. By investing in talent, HX demonstrates its commitment to the travel trade community and its ambition to lead the expedition market in the Americas.
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