HX Hurtigruten Expeditions is transforming the expedition cruise landscape with a bold move towards an all-inclusive standard. The initiative, spearheaded by chief commercial officer Alex Delamere-White, signals a commitment to clarity and value for both customers and travel agents alike.
Beginning in October, this offering will be initially available for the captivating regions of Antarctica and the Galapagos, with plans to encompass all destinations by November. This strategic move aims to address key concerns around hidden costs and complexities in booking.
New All-Inclusive Standard for HX Hurtigruten Expeditions
HX Hurtigruten Expeditions has taken a significant step in redefining the expedition cruise experience by introducing an all-inclusive offering as a standard across its entire fleet. This move, according to chief commercial officer Alex Delamere-White, is driven by the belief that “adventure should be all-inclusive”. Starting in October, this offering will initially be available on Antarctica and Galapagos sailings, with plans to extend it to all destinations by the following month.
Components of the All-Inclusive Package
The comprehensive all-inclusive package includes daily expeditions, full-board dining, and unlimited alcoholic and soft drinks. Travellers will enjoy complimentary Wi-Fi, gratuities, and professional photographs taken by an onboard photographer. Additionally, guests will receive a jacket and water bottle as a memento of their journey. Delamere-White highlighted that the initiative was in response to feedback from customers concerned about “hidden extra costs” and from agents who found the previous expedition cruise offerings complicated to sell.
Agent Engagement and Market Performance
The importance of travel agents in Hurtigruten’s strategy is emphasised through the company’s active steps to simplify the selling process. Delamere-White noted, “Travel agents are critical to our success moving forward”, acknowledging the need for clarity and enhancement in the company’s propositions. The UK market has emerged as a particularly strong performer in the recent wave period, demonstrating “fantastic results,” with sales for 2025 showing promising trends.
Strengthening the UK’s Market Presence
The introduction of a dedicated HX team in the UK last year has played a substantial role in this success. Delamere-White expressed satisfaction with the UK agents’ performance, stating that although significant progress has been made, “there’s still a long way to go”. The company is optimistic about further developments in the UK market and aims to expand its base of collaborating agents.
Efforts to Expand Agent Collaboration
HX is keen on reaching out to agents who might not traditionally engage with expedition cruises but offer products appealing to similar customer bases, such as safari holidays. The introduction of a B2B helpdesk is a strategic move aimed at improving agent support and making sales “effortless”. Delamere-White pointed out that the frequency of expedition cruise sales is low compared to mainstream cruises, making it vital to streamline the process.
Feedback from Early Initiatives
Initial feedback on the B2B helpdesk pilot, operating out of the UK call centre, has been positive. It not only facilitates sales but also enhances agent satisfaction with the service provided. The company notes that agents are selling more and are more satisfied with the assistance they receive from the dedicated team, highlighting the success of this strategic initiative.
Conclusion on the All-Inclusive Initiative
With the all-inclusive offering set to become standard, HX Hurtigruten Expeditions is well-positioned to eliminate complexity and elevate the adventure cruising experience. The positive response from agents and the market underlines the potential for growth and the collective endorsement of this expansive strategy.
As HX Hurtigruten Expeditions embarks on this new chapter, the emphasis on an all-inclusive experience illustrates a forward-thinking approach to cruising. The feedback from markets and agents strongly supports this transition, paving the way for a simplified and enriched customer journey.
