«HX passengers can take part in scientific studies»

Since earlier this year, Hurtigruten's expedition ships have been sailing under the new HX brand. With science laboratories, expertise and special destinations, HX aims to set itself apart from the competition.

Gebhard Rainer took over as CEO in July 2024. The Tyrolean has a long career in tourism behind him, with his last stop being Sandals Resorts. In an interview with Travelnews, he talks about the HX brand and the upcoming route highlights.

Mr. Rainer, how is the 2024 travel year going for HX?

Gebhard Rainer: We are on the path we envisioned. We are satisfied with the number of incoming bookings. Most notably, bookings are once again being made well in advance – nine months to a year ahead. The share of last-minute bookings is declining.

Has the transformation process towards the new brand been completed?

The split of the two companies will be completed by the end of October. The coming travel year will be the first independent one and we can concentrate fully on our trips.

What challenges have you faced in your new job?

When you take such a step towards a new brand, there are a lot of detailed issues to clarify. This concerns the infrastructure, the technology, the division of the teams, new training courses. But everything is going very well, we are in the final spurt.

Who are HX's customers?

We can count on many guests who have already had experience with Hurtigruten voyages. However, we are now also increasingly attracting new markets, such as Australia, the USA, the UK and China.

How important are Swiss guests?

The Swiss market is crucial for us, with strong interest in expeditions and high-end products. Swiss customers are adventurous and engaged. We collaborate closely with major travel organizations in Switzerland and maintain excellent connections.

What are HX's upcoming route highlights?

From 2025, HX will be flying its guests to the capital Nuuk and offering three new Greenland expeditions with the hybrid expedition ship MS Fridtjof Nansen. The new expeditions combine longer landings on the west coast with exploration of the northern part of Greenland, such as a visit to Thule and the Kane Basin. And for the highlight of the Northern Lights season, the 'Arctic Norway - Expedition under the magical Northern Lights' voyage from HX is set to depart for the first time in January 2026. The eight-day expedition takes place exclusively north of the Arctic Circle and offers deep insights into the natural wonders and rich cultural heritage of Norway.

What do you think makes an HX expedition special?

HX has a vision of sustainable tourism, innovation and social engagement. Our focus is on science, education and sustainability. Each ship is equipped with a laboratory, allowing our guests to engage directly with scientists on Zodiac excursions and participate in hands-on activities such as collecting water samples and assisting with analysis. We also prioritize supporting local communities and strive to minimize our impact on local infrastructure.