HX (Hurtigruten Expeditions) Establishes Dedicated Sales & Marketing Team in Australia and New Zealand

Director of Sales Amber Wilson welcomes Shannon Davis, Gareth Coakley, Kirsty Fruin, and Jemma Gormack

Melbourne, Australia (March 5, 2025) – HX Expeditions (formerly Hurtigruten Expeditions), the world’s leading expedition cruise company, is strengthening its presence in Australia and New Zealand with the establishment of a dedicated regional Sales and Marketing team. This announcement marks the next stage in HX Expeditions' expansion in the region, following the December appointments of Steve Smotrys as Managing Director and Senior Vice President, Commercial for the Americas, Australia & New Zealand, and Amber Wilson as Director of Sales, Australia & New Zealand.

Following its split from former sister brand Hurtigruten, HX Expeditions is reinforcing its trade-focused approach, ensuring travel advisors have the resources and support needed to drive success in the rapidly growing expedition cruise market. With Australia and New Zealand emerging as key growth regions, HX Expeditions is investing in a strong, experienced team committed to fostering partnerships with the trade.

Amber Wilson, Director of Sales, expressed her enthusiasm about leading this dedicated team: "The expedition cruise market is dynamic and expanding, and our team's combined expertise and passion position us to lead in this exciting sector."

The newly formed team includes industry veterans who have worked across both Hurtigruten and HX Expeditions brands, as well as new talent bringing fresh perspectives from leading travel companies:

Shannon Davis, Senior Marketing Manager, Australia & New Zealand
Shannon is an experienced marketing leader with a deep background in travel and tourism, having worked with brands such as Cathay Pacific, Cruiseco, and The Outbound Agency. With expertise in strategic planning, brand management, and tactical campaigns, she will spearhead marketing initiatives that strengthen HX Expeditions' position in the region and drive engagement with both trade and consumers; she commences March 10, 2025.
shannon.davis@travelhx.com

Gareth Coakley, Key Account Manager, Australia & New Zealand
Gareth brings extensive experience in the travel and tourism sector, having previously served as Key Account Manager for both Hurtigruten and HX Expeditions. With a deep understanding of the industry and a proven ability to foster strong partnerships, Gareth is well-positioned to drive strategic growth and engagement with key accounts across the region.
gareth.coakley@travelhx.com

Kirsty Fruin, Key Account Manager, Australia & New Zealand
With a robust background in sales and trade partnerships, Kirsty joins HX Expeditions with a focus on strengthening relationships with travel advisors and industry partners. Her experience in managing key accounts will be instrumental in enhancing support for the trade and driving awareness of HX Expeditions' world-class expedition cruise offerings.
kirsty.fruin@travelhx.com

Jemma Gormack, Marketing Executive, Australia & New Zealand
Jemma brings a wealth of experience in campaign management, digital marketing, and graphic design. Passionate about storytelling and adventure, she will play a key role in elevating HX Expeditions' brand presence in the region, engaging both trade partners and travellers through compelling content and initiatives.
jemma.gormack@travelhx.com

“Having worked alongside Gareth, Kirsty, and Jemma under the Hurtigruten Group, I am thrilled to unite as a team and focus exclusively on HX Expeditions’ growth,” added Wilson. “Bringing in a marketing leader like Shannon, with her strong background in travel and brand strategy, further strengthens our ability to expand our presence in the region.”

The expedition cruise market has seen remarkable growth, with the number of passengers sailing on expedition itineraries increasing by 71% from 2019 to 2023. The surge highlights a growing demand for immersive, experience-driven travel, and HX Expeditions is well-positioned to lead in this space with its expanded regional support.

Steve Smotrys added: "This next phase underscores HX Expeditions' long-term commitment to Australia and New Zealand. Our trade partners are at the heart of our success, and by building a dedicated team in the region, we’re ensuring they have the tailored support needed to thrive."

HX Expeditions has been guiding curious travellers on mindful adventures since 1896 and today offers voyages to over 250 destinations across more than 30 countries. Renowned for its pole-to-pole expeditions, HX Expeditions offers what it calls the perfect balance of sustainability, adventure, and comfort. With such a vast portfolio of itineraries spanning the globe, having a dedicated team in the region ensures trade partners have the support and resources needed to effectively promote and sell these unique experiences.

For more information about HX Expeditions and its immersive expedition cruises, visit travelhx.com.

To download high-resolution images and team headshots, visit this Dropbox.