The United States Tour Operators Association (USTOA) has welcomed HX (formerly Hurtigruten Expeditions) as its newest Active Member. This addition brings USTOA's total to 50 Active Members, representing 147 brands.
"USTOA is committed to fostering sustainability in tourism and HX’s expertise and passion for responsible travel strongly align with our association’s vision,” said Terry Dale, president and CEO of USTOA. “HX is distinguished for its pole-to-pole expeditions that combine sustainability, science and education to create transformative travel experiences. They are a very welcome addition to our membership portfolio.”
Steve Smotrys, managing director and senior vice president of commercial, Americas, for HX, expressed enthusiasm about the move as well.
“As we join the esteemed USTOA family, HX is excited to expand our presence in the Americas, where we see tremendous opportunity for growth,” Smotrys said. “With a focus on supporting our tour operator and trade partners, we've tailored our expedition products to meet the evolving needs of American travelers — from launching a fleet-wide all-inclusive offerings to introducing shorter, more accessible itineraries.”
Smotrys shared that 173% of HX's revenue growth since 2019 is thanks to the brand's commitment to the trade.
“As USTOA members, we look forward to building even stronger relationships with North America travel advisors to further enhance the expedition experience for their clients,” he said.
HX has been providing mindful travel experiences since 1896, operating a fleet of modern ships that offer expedition cruises to over 250 destinations across more than 30 countries. The company is recognized for its pioneering sustainability efforts, being the first cruise operator to eliminate heavy fuel oils, ban single-use plastics in its operations and introduce hybrid cruise ships. HX also contributes to scientific research by donating over 1,800 free cruise nights to onboard scientists and runs the HX Foundation, which provides grants for community projects focused on education and marine conservation.
Editor’s Note: This article was generated by AI, based on a press release distributed by USTOA. It was fact-checked and reviewed by a TravelAge West editor.
