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Damian Perry, Managing Director Asia Pacific for Hurtigruten/HX will expand his skill’s scope for the historic Norwegian brand, taking on the added responsibilities as Vice President of Sales, solely for Hurtigruten, LATTE can exclusively reveal. The move will take effect from January 2025.

Steve Smotrys, recently appointed Senior Vice President, Americas for HX (Hurtigruten Expeditions) — and highly-regarded in the Australian cruise sector following his decades of service with Carnival Corporation, most recently at Seabourn — will expand his remit to include Australia and New Zealand, under the new structure.

Perry has steered the regional operations of Huritgruten Group since 2017, laying down the foundation for the business of both Hurtigruten Norway and HX Hurtigruten Expeditions.

This year, both arms of the business separated as individual independent units (officially in November 2024), and it was under Perry’s expertise that this divide between the brands was relayed transparently to trade partners throughout 2024.

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Last week Hurtigruten announced the company had been acquired by a consortium of existing investors, which will pump 110 million Euro in new long-term funding of the coastal business. The transaction will complete the process of the separation of Hurtigruten from HX. The business will operate as a standalone company, headquartered in Oslo with a fleet of 10 ships under the Norwegian flag.

“The transaction allows us to continue to deliver our long-term goals, enable sustainable growth, and enhance our customer experience,” Hedda Felin, Chief Executive Officer at Hurtigruten said last week.

Perry said: “Each business is keen to build focused and robust teams from within, and with new team members that will support the industry offering market-leading products and experiences. The first step in the process is well underway with the appointment of Australia & New Zealand market leadership.”

Perry continued: “Hurtigruten has been my passion for the last 7 years; first establishing the business in Australia and across Asia Pacific with the support of many great industry partners. I have been fortunate to lead a brilliant team of people across the region and look forward to building.”

“I will continue my focus on this industry icon and work closely with an exceptional Norwegian and global team led by Hedda Felin as CEO, maintaining our steadfast commitment to trade and delivering a cultural, environmentally focused, experience-rich journey as we have throughout our deep history of over 131 years.”

Perry told trade partners key aspects of Hurtigruten’s mantra will be focused on safety, an exceptional customer experience and continuing to chart the course as a “progressive company; a thought leader and world leader in our broad-scope, sustainably focused organisation.”

In recent years, Hurtigruten has expanded its operation beyond the Coastal Passage to encompass Svalbard (including touring, hotels and cruises), the introduction of a new ‘Signature’ premium experience (revealed exclusively by LATTE), and more recently, all-inclusive voyages.

Perry explained the dedicated HX team in the region will be headed up by Smortrys from the United States. Smotrys was with Seabourn for four years, most recently as VP of Global Sales for Luxury Ocean Voyages and Expeditions.

“This new Americas, Australia/New Zealand structure ensures we have the resources and leadership needed to unlock the region’s potential, to achieve long-term growth, and meet the unique needs of advisors and guests.”

Perry concluded, saying he “looks forward to supporting and investing in long-term mutually beneficial partnerships across Australia, New Zealand, and Asia Pacific.”

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