HX (Hurtigruten Expeditions) is revolutionising its pricing structure by transitioning to an all-inclusive offering, part of an initiative to simplify the product for the trade and to further enhance its expedition proposition. The company will also drive increased awareness of what’s offered when booking with HX.
The Norwegian expedition cruise operator will include daily expeditions and activities, full board dining, house wine and beers with dinner and throughout the day, all-day tea, coffee and soft drinks, gratuities and more.
Speaking exclusively with LATTE, Damian Perry, Managing Director APAC said he believes the HX product “is without question the market leader when it comes to expedition. Now to be able to wrap it in the all-inclusive offering makes it the perfect product.”
Subscribe to LATTE Cruise’s free eNewsletter to keep up to date with everything in the luxury cruise space.“There’s confusion in the market with a lot of expedition brands differing by what they do and how they do it. Our competitor analysis shows HX is already one of the most all-inclusive solutions out there. It’s easy to sell, supportive of our partners and easy for our guests. Now we’re taking it to the next level.
HX’s all-inclusive offering ranges from expert-led daily expeditions, access to a series of science-led activities both on board and out in the wild, to alcoholic and non-alcoholic drinks and even professional photographs.
Under a phased approach, HX will introduce the all-inclusive structure initially across its extensive Antarctica and Galapagos programs from 1 October 2024, with other expedition destinations to follow. HX also offers expedition programs in Alaska, Greenland, Iceland, Svalbard and the iconic Northwest Passage.
“We already offer significant value. F&B is included, drinks during meal time, a range of different activities and access to the science centre. What we haven’t been able to nail is that people understand our value proposition and that clarity around it and what’s included,” Perry explained.
“There was a seed of doubt from consumers about out-of-pocket expenses. What’s an add-on and what’s not?”
“This change is about taking all that confusion away for the partners and the customer,” he said, telling LATTE the move has been in the works for quite some time.
“We’ve expanded what’s included, F&B, extended drinks package to all day, Science Centre, Wi-Fi, activities, the photographer. Now it’s packaged up clearly and very easy to sell for our partners and transparent to the customer,” Perry said.
At the Virtuoso AU/NZ Forum in Bangkok last week, Perry “fished out” agency owner-managers for their view on HX’s offering. Those discussions with Virtuoso owner-managers “cemented the decision,” he told LATTE.
“It’s such a great expedition proposition at a premium standard – hardware, experience, expertise. Partners in Bangkok suggested it’s the right way to go.”
HX’s pricing won’t be impacted as the expedition cruise operator uses dynamic pricing, where the cost fluctuates depending on factors such as availability, season, etc.
HX will also offer “tag on” pricing options for guests who wish to book activities such as sea kayaking or extra hikes, or prefer top-shelf wines and spirits.
“Expedition cruising can be a complex product for agents to sell, given the unique destinations we visit and varying experiences by operator,” said Alex Delamere-White, HX Chief Commercial Officer. “We’re confident that by including so many elements as standard in the price, we can simplify life onboard and enhance our trade-friendly focus.”For guests booking a HX expedition in Antarctica departing from October 2024, their regular-grade cabin will now include:
Daily expeditions and activities such as hikes, community visits, talks and more
Full board dining, including breakfast, lunch and dinner with house wine and beer
Wine, beer, spirits and cocktails available across the day and evening
All-day coffee, tea & soft drinks
Free Wi-Fi
Gratuities
HX’s interactive science programme, Science Centre and activities both on and off the ships
Access to sauna, hot tubs, fitness room and more
Professional photos from the onboard photographer
Opportunities to engage with and support local communities and environmental initiatives through Hurtigruten Foundation.
Take home expedition gear and reusable water bottle
