Charting a course for growth with Carla Brake of HX Expeditions
Can you catch us up on what you’ve been up to recently and how things are going since you joined HX EXPEDITIONS?
It’s been a whirlwind in the best way. Since joining HX, I’ve been focused on strengthening our presence across the Canadian market and ensuring our travel partners have the tools and support they need to succeed in the growing expedition cruise segment. One of the most exciting milestones was our expansion of the Americas team this spring—adding new sales leadership in Canada and the U.S., plus a refreshed field sales strategy. That move has already made a difference, with more tailored support and stronger regional engagement. It’s also been a year of big investments for HX globally. Our 130th anniversary has become a launchpad for new trade-facing initiatives, including the biggest global agent incentive we’ve ever offered.
This year HX won an Agents’ Choice Award for the first time. Why do you think HX is resonating with Canadian travel advisors?
I think Canadian advisors are connecting with the passion and purpose behind what we offer. HX isn’t just another cruise line—it’s an expedition company with over 130 years of heritage and a strong legacy in polar exploration. Our guests aren’t just ticking off destinations—they’re actively engaging with the science, culture, and sustainability of the places we visit.
But we also know how important it is to empower our trade partners. That’s why we’ve launched our largest-ever global incentive: Sell 3 – Sail for Free. Advisors who make three new bookings between July 1 and October 31, 2025, can earn a complimentary expedition in 2026. It’s our way of saying thank you—and giving them the chance to experience firsthand what makes HX so special. We’ve also rolled out new marketing tools, doubled down on training, and continue to invest in ways that help advisors grow their business in the fastest-growing segment in cruising.
What’s new and exciting at HX this year and beyond?
There’s so much happening. We’ve just launched a new culinary program in Greenland in partnership with local chef Inunnguaq Hegelund, showcasing Arctic ingredients and traditional techniques. In Arctic Canada, we’ve co-developed excursions with Inuit Elders—meaningful, community-first experiences. And looking ahead to 2026, we’ll be celebrating 130 years of expedition heritage with special anniversary sailings, exclusive offers, and new itineraries including a Total Solar Eclipse voyage in Greenland and new winter expeditions in Northern Norway. It’s a milestone year, and we plan to mark it meaningfully.
Do you work from home or the office? If from home, how do you maintain a good work/life balance?
I work from home and, like many in this industry, often travel for meetings or events. I’ve learned to be intentional with my time—setting boundaries, blocking off breaks, and making sure I carve out space to recharge. I also genuinely love what I do, which helps create a natural sense of balance. That passion fuels me every day. And when I do lose track of time, my wonderful dog Stanley is always there to remind me it’s time to log off for our regular evening walk.
Can you share some insights into the itineraries that are selling well for Canadian travellers? Are you noticing any other trends based on agent bookings or demand? Is there anything else agents should know?
Antarctica continues to be a top-seller, especially as more people go to Antarctica with HX than any other operator. We’re also seeing strong interest in the Galápagos, as it’s a year-round destination that offers warm waters, wildlife, and adventure with a smaller footprint. A big trend is clients asking for more meaningful, off-the-beaten-path experiences with a sustainability focus. My advice to agents: lean into the storytelling. These are not just trips—they’re life-changing journeys.
The theme of this issue is bucket list travel. Which HX trip is on YOUR bucket list?
That’s a tough one, but Greenland is at the top of my HX bucket list. As a foodie, I’m drawn to the locally inspired menus by Chef Inunnguaq Hegelund—his tasting menu showcases Arctic ingredients like wild herbs, seafood, and Greenlandic lamb in ways that are both inventive and deeply rooted in tradition. HX is working directly with local producers to source ingredients, and you can truly taste the place in every bite. But what moves me most is the community connection. I especially love that on some sailings, there’s even a soccer game with local kids. As a sports lover, moments like that warm my heart—they’re joyful, genuine, and unforgettable.
What’s something that a lot of people may not know about you?
I was born and raised in Corner Brook, Newfoundland—a beautiful place to grow up, surrounded by nature and strong community ties. It’s a full-circle moment now, as Corner Brook is actually featured on one of HX’s expedition itineraries, which makes it even more meaningful to me. And yes, I still have a bit of that Newfoundland accent—especially after a cocktail or two!
If you had to sing karaoke tonight, which song would you pick?
I was blessed with an athletic gene—but zero singing talent! That said, I’m always up for a bit of fun. If I had no choice, I’d go with “Sweet Caroline”—it’s one of those songs where the crowd can (hopefully) drown me out and sing along.
Do you have anything to add?
Just a heartfelt thank you to Canadian travel advisors. Your support, curiosity, and commitment to clients make all the difference. Expedition cruising isn’t just about where you go—it’s how you go, and who benefits. And with HX, we’re proud to offer journeys that matter.
