In April, during the Seatrade Cruise Global Conference, I had the opportunity to sit down for a private conversation with Ken Muskat, Managing Director of Scenic Group USA, to discuss the rapid expansion of Scenic Discovery Yachts, its little sister, Emerald Yachts, and Emerald River Cruises. The concept being presented was that Scenic is “All Season” and “All Inclusive”; something that as you will read, should also include “All Styles of Travel”. (OK, that may be a reach, but really not that far of one.)

I was looking forward to catching up with Ken since in March 2022, I was invited to experience Scenic’s first luxury expedition yacht, Scenic Eclipse (228 guests/200 in polar regions), a/k/a the Scenic Discovery Yacht. Back then, which really isn’t that long ago, Scenic was, to my mind, an Australian tour operator with some pretty luxurious river cruise ships (which I then described as similar to Seabourn but on the river) and one luxury expedition ship. 

The Yachts

It didn’t take long for me to become a proponent of Scenic.  I was truly impressed even before I stepped onboard as the staff, with many familiar faces, greeted me as I stepped out of the private transfer to the Scenic Eclipse in Ushuaia.  While I knew my friend Tom Götter from our days with Seabourn, I was surprised by how many former Seabourn staff were onboard, bringing with them a very high level of service…and they made me feel right at home. Scenic delivered on all levels: Service, Cuisine, Ship, and Expedition. Here is one of my articles, Reflections on Scenic Eclipse Expedition with Goldring Travel 

Since my experience, the one-ship luxury expedition line has expanded to three ships, with her sister, Scenic Eclipse II, and, in April 2028, the larger Scenic Ikon (270 guests/200 in polar regions). And I have sent quite a few of my clients on Scenic Eclipse to experience Antarctica and, more recently, Europe, and all of them come back with glowing reviews. For example:

We loved this cruise. Best ever. But how could anyone not love Antarctica? We may do it again. Thanks for the recommendation to do the full route. Scenic expedition staff was amazing. We don’t have your frame of reference on this but I think that this expedition staff would be hard to beat, generally young, but educated, interesting,  full of energy, worked well together, and always 100% on time and with a great plan for the day. Hotel staff also excellent. 

Meanwhile, also in 2022, Scenic’s little sister, Emerald Yachts, was launched with Emerald Azzurra (100 guests), which is focused on more intimate yacht-like experiences in year-round warm-water destinations (and a great yacht to charter). The next year, Emerald Sakura followed, and this year, Emerald Kaia (128 guests with some more yachty things like a swim-up platform and waterslide).  To be clear, while Scenic Eclipse I, II, and Ikon are focused on delivering an ultra-luxury experience (including butlers, premium beverages, multiple included immersive excursions, and more), Emerald delivers a more casual luxury with options and flexibility as to what you want included over and above the complimentary beer and wine at lunch and dinner, wi-fi, gratuities,  airport transfers, and a selection of included shore excursions.

The River Ships

Scenic has also taken big steps in the river cruise market, both in Europe and Southeast Asia. While the Scenic river cruise concept started out as more of an extension of its original, heavily Australian/New Zealand land tour market, it has developed into a top-tier international all-inclusive luxury river cruise experience, again with the same Scenic-Emerald product differentiation as compared to Emerald River Cruises.  

On a Scenic river cruise, there are “Scenic Freechoice” included tours (usually 3-5 options) and Scenic Enrich (an included private, after-hours, luxury experience for the entire ship).  Also included are unlimited premium beverages, wi-fi, gratuities, and airport transfers. On Emerald, there is one included tour, wine and beer at lunch and dinner, wi-fi, gratuities, and airport transfers.

I am told guests actually move between the Scenic and Emerald brands, depending on what they desire for a particular journey. Related thereto, Scenic and Emerald have a combined loyalty program, so you can earn status and enjoy benefits across both brands. 

STOP THE PRESS

As I am writing this article, Scenic has just announced it is expanding its operations yet further: Into India and Sri Lanka with a combination river cruise/land tour! India & Sri Lanka River Cruises & Tours | Scenic Cruises with its inaugural season running from October 2027 to March 2028. Talk about combining one’s strengths!

Scenic – A Transformational Company

OK, back to the main article! With all this expansion going on and a more defined focus on luxury rather than expedition, I wondered what Scenic Group’s future plans were, especially vis-à-vis my favorite: The Expedition Experience.  The reality is, as I’ve hinted at, Scenic is a transformational company that is celebrating its 40th anniversary, but remains the baby of its owner and CEO, Glen Moroney, with his wife, Karen, who assures her personal touch to the design of each ship’s interiors.

With that brief background, let’s discuss Scenic’s future in the luxury, expedition, and exotic travel markets, which have created year-round options through the expansion of its hardware and, with its ability to move much of it, more extensive and unique itineraries. 

My curiosity arose, not by the expansion of Emerald Yachts, but rather by the announcement of Scenic Ikon, which will be a larger version of Scenic Eclipse and Scenic Eclipse II. My immediate concern was wondering if Scenic was going to change from a top luxury polar expedition to more of an expedition-light luxury cruise experience. My concerns were immediately assuaged. Scenic and Scenic II will continue to be about 70% polar expedition, and Scenic Ikon (increased size and capacity to 270 guests) will be about 20% expedition, with a focus more on Mediterranean and Aegean, with some expeditions in the Falklands and Chilean fjords. 

While that was a relief, as the Scenic expedition experience is remaining top-notch, what surprised me was that Scenic currently operates 14 river cruise ships, but with its expansion in India, a second ship on the Mekong River, and another on the Douro River between 2027 and 2028.  Add to that Emerald’s fleet of 10 ships, which is expanding to 13 by 2028, and this previously petite cruise company has positioned itself as one of the top luxury and premium lines.

So, what started out as my concern that Scenic might be lessening its commitment to luxury expeditions has turned into a far better understanding of Scenic’s strategy and action plan to expand its reach to be “All Inclusive” in “All Seasons” as it expands its reach not only with diverse options touching more of the world, but also to more upscale and luxury travelers.

Goldring Travel has Experienced Scenic’s Expedition in Winter. 

Now it is Time to Experience Scenic’s River in Summer!

I will be experiencing the Scenic Diamond on a Bordeaux river cruise on August 2, 2026. It is a seven-day cruise that really is more of a “use the ship as a hotel” one, as the cruises between cities are fairly short. It does offer – along with access to some of the world’s great wines and spectacular vineyard countrysides – plenty of time to experience the region’s restaurants, bistros, and more without having to worry about the logistics of getting from place to place or unpacking and repacking.  Just imagine trying to do all that and still have a world-class wine experience!  (Of course, let me know if you would like to join me!)

The Scenic Diamond is one of Scenic’s older river cruise ships, launched in 2008 but significantly refurbished in 2017, when it was upgraded with modern marble interiors, added Scenic Culinaire (a cooking studio), a salt therapy room, e-bikes, and more.  With two main dining options (the à la carte Crystal Dining Room and the more casual al fresco Riverview Terrace) plus the intimate 32-guest L’Amour and upper suite guest chef’s table experience…and room service (unusual for river cruises), dining options are plentiful.  But more on the ship when I am onboard!

The itinerary is aptly named “Bordeaux Affair” as I will be spending a good bit of time there and, of course, tasting wines. (This will be my second extensive visit to the area: Goldring Travel’s 2012 Food & Wine Cruise (Bordeaux- Day 2: Chateau Margaux and Chateau Lynch-Bages), so I am well-prepared and excited to dive right back in!)

Unlike most river cruise lines, on Scenic, you make your tour selections in advance. Keeping in mind that on a river cruise, there is usually a good bit of free time before and/or after a tour or docking, so individual experiences – both dining and culinary – will be at the fore for me, my Scenic Freechoice selections (after spending the first full day sailing to Libourne) are (with estimated times):

• Bourdeaux (Day 1 Overnight – Day 2 8:00 AM) – Free Time!
• Libourne (Day 2 1:30 PM – Day 3 2:30 PM) – Wines and Vineyards of Saint Emilion (Other options are visiting an artisanal flour mill, visiting a sturgeon farm (caviar), or a walking tour.) 
• Blaye (Day 3 6:30 PM – Day 4 3:00 PM) – Active Walking Tour of Blaye during the day. In the evening is the Scenic Enrich: A visit to Château d’Agassac with a string quartet.
• Bourge (Day 4 5:30 PM – Day 5 12:30 PM)– Visit a Local Estate for a Côtes de Bourg wine tasting (Other options are a carriage museum or guided cycling)
• Fort Medoc (Day 5 2:00 PM – 7:00 PM)– Medoc Wine Tasting (Other option was the wine tasting by cycle.)
• Cadillac (Day 6 9:00 AM – 2:00 PM) – Sauternes by bike (Other options are the same tasting by coach or a walking tour)
• Bordeaux (Day 6 5:30 PM – Day 8 – 7:00 AM) – Free time!

The opportunity to taste (and drink!) so many different wines within seven days may seem daunting, but alas, I am a “highly trained professional” and am up to the task. Seriously, though, for an oenophile, this is a wonderful itinerary.  

Let’s Review!

Scenic has rapidly expanded from a land-based tour company to one that includes more than two dozen upscale and luxury river cruises, three luxury expedition ships, and three upscale yachts, touching the Antarctic, Arctic, Southeast Asia, India, France, Portugal, and Central Europe, with more to come.  During this expansion, it has impressed both my upscale and luxury clients and me; something that is not always attainable. 

While Scenic may not be one of the first names you think of for expedition, cruise, or river cruise, it should be! Interested? Give Goldring Travel a call, email, text, or WhatsApp!