The expedition brand formerly known as Hurtigruten Expeditions—now operating as HX Expeditions—has unveiled its 2027-2028 season, signalling a shift in focus from geographic expansion to enhanced depth in its existing areas of operation. According to the company, the new season will concentrate on immersive, community-led experiences in regions such as Antarctica, Greenland, Arctic Canada, Iceland, Patagonia and the Outer Hebrides.
In an interview, CEO Gebhard Rainer explained that the strategy emphasises developing meaningful connections with places and people rather than simply adding more destinations. He noted that whether guests journey into Greenland’s wilderness alongside local chefs or engage in excursions co-designed with Inuit Elders in Arctic Canada, the emphasis is on depth and cultural authenticity.
For Antarctica, HX provides its most advanced kayaking and camping programme to date, offering enhanced access to remote polar landscapes. In Greenland, the season will build upon prior collaboration with local chefs by deepening the culinary component of the guest experience and further integrating traditional knowledge and local heritage.
The company has also updated its loyalty scheme—HX Explorers—with a four-tier points system (Bronze, Silver, Gold, Platinum) to recognise frequent travellers. Under the new model, guests may accrue points not only for nights sailed but also for onboard activity and selected experiences taken at home.
With this latest programme, HX Expeditions positions itself as a leader in what it terms “mindful travel”—voyages that prioritise engagement, sustainability, and meaningful interaction over mere destination count. The company’s public-facing promotional materials reiterate the tagline: “Change the way you see the world.”