Scenic Group boosts its global expansion with nine new ships and a focus on sustainability

Ken Muskat, president for the United States and Latin America of Scenic Group, detailed the company's growth strategy, which includes new additions to its fleet, route expansion and a strong focus on sustainability.

What are the objectives of your participation in the fair?
We're participating in various panels where we're showcasing our expertise in both river and expedition cruises. We also have a team working with destinations and tour operators on the operational side, and we're taking advantage of the opportunity to meet with media outlets and organizations like CLIA. It's a key opportunity to position the brand, demonstrate our growth, and forge new business relationships.

What new developments are you presenting at this year's event?
We are currently experiencing a period of significant expansion. Over the next three years, we will be adding nine new ships: four ocean-going and five river-going vessels, distributed between our Scenic and Emerald brands.

We recently added the Emerald Kaia, a superyacht that sets a new standard in its category, and we have more on the way. We are also expanding our offering on key rivers such as the Danube, Rhine, Seine, Douro, and Mekong.

How are market trends evolving?
We are seeing a growing interest in river cruises, especially among a younger audience seeking authentic experiences and greater cultural immersion.

In addition, the segment is evolving towards year-round operations, with more nights at the destination, new ports, and more diversified excursions.

What role does sustainability play in the company's strategy?
It's central. We have a program called "Cherish the Planet," which permeates all our operations. We work on reducing emissions, using cleaner fuels, implementing systems that eliminate the need for anchors to protect the seabed, and using technologies that reduce noise to avoid impacting marine life.

We also measure the carbon footprint per passenger and publish annual reports on our progress.

How are you approaching growth in North and Latin America?
It's a combination of marketing, working with travel agents, and brand positioning. We have a high customer retention rate, which drives organic growth.

In Latin America, we work extensively with specialized media and the trade, while in the United States we strengthen our presence with digital and mass media campaigns. We also invest in ongoing agent training, as it is a very specialized product.