Speaking on HX ship Fridtjof Nansen during a two-night "training voyage" to Heligoland, Mark Walter insisted momentum in the expedition sector is only heading in one direction – and agents who act early stand to benefit.

"Expedition cruising is only going up," he told TTG. "Our advice to trade is now is the time to strike."

The 5-7 May sailing from Hamburg forms the centrepiece of HX’s 130th anniversary celebrations, bringing together 400 agents from across the UK and Europe for an immersive introduction to the brand. Programming included simulated landing operations, wild seal encounters and expert-led scientific sessions designed to replicate the core elements of an expedition voyage.

Walter explained the fam trip's objective was less about immediate bookings, and more about long-term conversion driven by confidence.

"If they come away with confidence and knowledge, that’s the job done," he said. "We need them to go back as ambassadors and say, 'I get it now'. That penny-drop moment is everything for us."

Agents' social media biggest impact indicator

Walter stressed that expedition cruising remains a "considered purchase", with longer booking cycles than mainstream cruise, making traditional success metrics less relevant in the short term.

So instead, HX is closely tracking social media engagement from the trip as an early indicator of impact.

"You can see it instantly," Walter added. “If agents are posting, that paints a picture for us. People don’t talk about something unless they’ve had a good experience."

He added that aligning content with high-profile nature programming – citing the influence of documentary series such as Blue Planet, and the brand's own series with Julia Bradbury – can help agents tap into emotional demand and drive enquiries.

75% discounts and Antarctica fam for agents

Alongside experiential learning, HX is backing its trade push with financial incentives. As part of its anniversary campaign, agents can earn £130 in vouchers per booking made between May and July, while heavily discounted agent rates (including Antarctica and Galapagos sailings at up to 75% off) aim to encourage first-hand product experience.

"If agents take their own holiday, they can sell it better," Walter said.

HX’s post-fam strategy leans heavily on maintaining engagement beyond the trip itself. WhatsApp groups created for each sailing remain active long after disembarkation, with agents celebrating bookings and sharing memories from the fam.

"It shows the experience sticks, and that it’s not something they want to let go of," Walter continued.

While no further European mega-fams are currently confirmed, Walter hinted at continued investment in smaller-scale initiatives, including an Antarctica fam later this year and ongoing booking incentives.

The Heligoland programme also aims to reinforce HX’s positioning to agents, which Walter frames around three core pillars: heritage, comfort and curiosity.

He noted that while expedition cruising is often sold on destination, the onboard experience frequently exceeds expectations, particularly in areas such as dining and accommodation.

"The ships consistently surprise people," he said. "The standard is often higher than they anticipate."

'Without agents, our plans don't happen'

HX is also continuing to strengthen ties with key trade bodies, including Clia, ECN and Atas, in a bid to reach different agent segments and reinforce its expedition credentials.

For Walter, the scale of the Hamburg sailing, and the company’s willingness to invest in it, sends a clear message about the role of the trade in HX’s growth strategy.

"The commitment from the business is significant," he said. "There’s a real understanding that without agents, our plans don’t happen."

As the expedition sector rapidly expands, HX believes that early engagement will translate into long-term gains for the trade.

"The more people talk about it, the more it grows; and it's growing fast," Walter said. "Right now, there’s a real opportunity for agents to be part of that."