The cruise lines VP and MD of Europe and global sales enablement announced the all-inclusive model coming to the expedition lines fleet in an interview with Travel Bulletin.
HX's all-inclusive offering covers daily expeditions and activities; full-board dining; drinks (wine, beer, spirits and cocktails during the day and evenings); all-day coffee, tea and soft drinks; free Wi-Fi; gratuities; HX's interactive science programme; access to saunas, hot tubs, fitness rooms and more; professional photos from the onboard photographer; and other additional experiences.
Simplifying the sales approach
Nathaniel Sherborne, VP and MD of Europe and global sales engagement, said the new inclusions are founded upon "simplicity in both the trade and guest spaces."
"We feel that adventure should be inclusive. Combining the landing experiences and shore experiences, along with the Science Centre inclusions and, naturally, the high-quality food and beverage options on board means that guests can concentrate on having an amazing expedition with HX," Nathaniel explained
Redefining a century of sailing
It is more than the sales pitch that is being redefined with the move to all-inclusive options: since rebranding to HX in December 2023, the brand has entirely redefined its approach upon three key pillars, distinguishing itself from the well-established legacy of Hurtigruten Expeditions."
The first key pillar has involved highlighting HX's expertise in the expedition cruise sector, emphasising, as Nathaniel elaborated, that the cruise line "has explored these parts of the Earth more than anyone has for longer than anyone has" during the Hurtigruten Group's near-130-year history.
Secondly, HX is positioning itself as the ideal option for the curious traveller, as Nathaniel said: "This is more than just a sail past Antarctica... it's about the Science Centre onboard, the enrichment programme with expedition leaders and scientists on board that will continue that curiosity long after their expedition for the day ends."
Finally, the line wants to be "the leader in mindful adventures," with 1,000 places annually reserved for scientists to conduct vital research across its destinations, inviting guests to share in that intrepid experience, and a spotlight on sustainability.
Swapping a safari for Svalbard
The move to all-inclusive makes the choice of an expedition cruise more accessible to those who may, traditionally, opt for other adventurous options. Nathaniel explained: "The cruise market, those who want to take a once-in-a-lifetime trip to Antarctica, the Galapagos or Svalbard is a market that we want to align ourselves with: there's analogies there and people understand what that experience looks like.
"However, the adventure being all-inclusive is going to lean into the market of guests who would have classically gone on safaris or adventure holidays, where they are used to a level of inclusion. This move is very much about not just the physical onboard operation being all-inclusive, but the peripheral experiences, too."
Expeditions to Antarctica and the Galápagos this October will be the first to introduce the all-inclusive offering, before its rollout across the entire fleet from November 2024.
