Scenic Group UK targets ‘next level’ as nine-ship build programme gathers pace

Scenic Group’s UK sales and marketing director has outlined ambitious plans to “take things to the next level”, backed by fresh leadership appointments and substantial new fleet capacity over the next three years.

The announcement comes as the luxury operator marked a landmark occasion by hosting UK travel agents on board Scenic Eclipse II in Tilbury, marking the group’s first ship visit to London.

Speaking during a webcast with Travel Weekly editor-in-chief Lucy Huxley on board, Nichola Absalom said: “We’re looking to grow and we are growing capacity and inventory. Shane [Lewis-Riley], alongside the other two marketing directors that I’ve brought in, will take us to that next level.

“It is a really exciting time for us. The marketing directors are from outside the industry, giving us a fresh perspective.”

Absalom stressed that the travel agent community remains vital to the operator’s long-term strategy, adding: “We can’t do this without them.”

The leadership additions and inaugural London ship visit coincide with Scenic Group’s 40th anniversary.

Absalom noted that the business had evolved into “a category of one” since launching as an Australian coach touring operator in 1986, now offering global land tours alongside luxury river cruises, ocean sailings and expedition yachts.

“We’re not the biggest fleet, and we don’t ever want to be the biggest, but we are growing quite fast with nine ships launching in the space of three years,” she said.

Absalom emphasised that all vessels are owned, designed, built and operated in-house by Scenic Group, making the company “unique in the cruising industry”.

Danube River ship Emerald Astra and ocean yacht Emerald Kaia launched this year, with Seine River vessel Emerald Lumi debuting next year, followed by two further ocean-going Emerald vessels and Scenic Ikon over the next two years.

Further details regarding Scenic Ikon will be announced in the coming months, following the recent release of its deployment schedule through to 2029 and a teaser video.

“It has sold very well, mainly to previous customers,” Absalom said. “Once guests come on board and experience Scenic or Emerald, we see a huge repeat rate.”

She added that the UK market is performing strongly, with sales split evenly between the travel trade and direct bookings.

“We are on sale up until 2029 and we are already virtually sold out for 2027,” Absalom said. “Our ocean yachts offer limited capacity with around 100 passengers, which is why we are building more ships – because the demand is clearly there.”