TORONTO — HX Expeditions has named the Americas its largest source market worldwide, with the region delivering 53% year-over-year growth in the first half of 2026 and advisor-sourced sales up 61%.
The milestone comes as HX celebrates its 130th anniversary. Between 2024 and the first half of 2026, the Americas moved from HX’s third-largest source market to its largest.
To support continued growth in North America, HX is expanding its travel advisor resources with a new onboarding program, a dedicated Groups division and additional commercial team appointments.
“Becoming our largest source market reflects the strength of our travel advisor partnerships and the growing demand across the Americas,” said Steve Smotrys, Managing Director and SVP Commercial, Americas. “Our travel advisor partners have told us where they need additional support, and we’ve responded with investments in onboarding resources, dedicated Groups support and a stronger commercial team designed to help them grow their business with HX.”
NEW ADVISOR ONBOARDING PROGRAM
HX has launched an automated Travel Advisor Welcome Program to help newly registered advisors build confidence in selling its expedition voyages.
The program delivers five emails during an advisor’s first three weeks after registering on the HX Travel Advisor Portal, covering the company’s expedition heritage, destinations, onboard experience, sustainability initiatives, scientific contributions and Basecamp philosophy.
Currently available to newly registered North American advisors, the program is generating click-through rates approximately three times higher than standard advisor communications. HX plans to expand it to additional markets.
DEDICATED GROUPS SUPPORT
HX has launched a dedicated Groups division serving Canada and the United States, following last year’s doubling of its North America-based Guest Excellence team.
The new division supports travel advisors and tour operators with inventory planning, logistics coordination, guest experience support and voyage execution.
The team is led by Senior Group Specialist Zachery Krapes and Groups Specialist Madelyn Nunez Paredes. Krapes previously managed large group programs with Windstar Cruises while Nunez Paredes brings more than 16 years of hospitality experience, including 12 years with The Walt Disney Company.
“Zach and Madelyn bring outstanding expertise and a deep understanding of group travel,” said Smotrys. “Their experience positions us to continue growing our group business across North America.”
COMMERCIAL TEAM EXPANDS
HX has promoted Jennifer Kennedy to Senior Manager, National & Strategic Accounts and appointed Charlene Sherman as Senior Manager, National & Strategic Accounts.
Kennedy will oversee national accounts, consortia and key strategic partners after previously serving as Business Development Manager for the Southeast.
Sherman joins HX from Viking, where she developed Trade Sales and National Account Marketing initiatives. She previously held sales and marketing roles with Cunard and Seabourn.
Aliette Penton has also joined HX as Business Development Manager, Southeast, covering Florida, Georgia, Mississippi, Louisiana and Alabama. She brings more than two decades of cruise industry experience.
HX plans to add Business Development Manager positions in Northern California and the Midwest, as well as a Sales Coordinator role.
Travel advisors can access HX’s advisor programs and resources through the HX Travel Advisor Portal. For sales support, contact the HX Travel Advisor team at +1 (866) 312-6791.
Lead image caption (clockwise, from top left): Jennifer Kennedy, senior manager, national and strategic accounts; Charlene Sherman, senior manager, national and strategic accounts; Aliette Penton, business development manager, Southeast; Groups specialist Madelyn Nunez Paredes; and Senior Group Specialist Zachery Krapes
