This year marked the 40th anniversary of Seatrade Cruise Global – and the energy in the room felt different.
It was a milestone worth celebrating, but also a moment for reflection. The cruise industry is riding a wave of unprecedented growth, but just below the surface, there’s a layer of uncertainty – geopolitical headwinds, shifting consumer priorities, and a crowded market where bigger often tries to mean better.
It was a milestone moment – one that carried both the momentum of growth and the tension of transformation, with an undercurrent of excitement about what’s next. And in a year when so many brands were chasing headlines, Scenic Group quietly (and confidently) stood out in all the right ways.
Curated, Not Crowded
While other brands touted mega-ships with capacities topping 8,000 passengers, Scenic Group – home to Scenic Luxury Cruises & Tours and Emerald Cruises – announced something different:
- Emerald Raiya and Emerald Xara, two brand-new luxury yachts, will join the fleet to serve warm-weather destinations with sleek design and small-ship intimacy – each with a capacity of just 128 guests.
- Emerald Lumi will mark the brand’s debut on the Seine, expanding Emerald’s footprint into one of Europe’s most storied and scenic rivers.
- Emerald Kaia, the next-generation oceangoing yacht introduced at Seatrade 2024, will officially set sail in 2026, bringing an elevated yacht experience to warm-water cruising.
- Emerald Astra, also launching in 2026, will become the 10th Star-Ship in Emerald Cruises’ acclaimed European river fleet.
For a small, but mighty brand like Emerald Cruises, this level of measured growth – five new ships by 2027 – is not just impressive. It’s a clear signal of confidence, demand, and a brand deeply in tune with what today’s luxe traveler truly values.
A Moment on the Main Stage
The industry took notice.
During the State of the Cruise Industry panel – arguably the most high-profile session of the entire conference – executives from the world’s largest cruise lines took the stage. Yet, it was Scenic Group and Emerald Cruises that received a special shoutout for their impressive order book and bold expansion plans.
To hear our name called in a room of nearly 4,000 industry professionals, travel advisors, and global media wasn’t just a highlight. It was a moment of affirmation – a reminder that purposeful, strategic growth doesn’t go unnoticed.
Scenic wasn’t just part of the conversation – it was helping shape where the industry is headed.
Curating Connection, Not Just Conversation
Beyond the stage, we focused on what Scenic does best: refined, high-touch experiences.
Our team hosted one-on-one meetings with top-tier outlets including Condé Nast Traveler, AFAR, Robb Report, Travel + Leisure, Cruise Critic, and more. These weren’t your typical speed-date interviews. They were deep, insightful conversations about growth, positioning, and what luxury actually means in 2025.
What stood out? These editors weren’t just interested. They were fans. There was shared enthusiasm for Scenic Group’s momentum, especially among those eager to challenge outdated perceptions of cruising. We heard it more than once: this is the cruise experience for people who think they’re not cruise people. From river cruising, to boutique yachting to polar expeditions, Scenic Luxury Cruises & Tours and Emerald Cruises are offering something travelers don’t even know they’re missing.
And that’s what resonated. Editors shared our excitement, our goals, and even our language. One travel editor even said, “This is the hidden gem we want to help people discover.” That’s a rare moment in PR: when you feel the story you’re telling click into place for someone who can amplify it.
To commemorate the exciting growth and offer a true “surprise-and-delight” moment, we gifted media artisanal French chocolates (a nod to Emerald Cruises’ Seine River debut) and ESPA sea salt scrubs, inspired by the wellness philosophy aboard our yachts. Each meeting culminated in a champagne toast – not just to new announcements, but to the relationships, resonance, and shared storytelling that give them meaning. Because Scenic Group doesn’t let milestones pass without acknowledgment. We believe in celebrating with those who champion us – and who help bring our story to life.
Showing Up Where It Matters
One of the most rewarding aspects of this year’s Seatrade was seeing Scenic Group not just attend, but actively lead key conversations through select panel participation:
- Ken Muskat, President of Scenic Group USA/LATAM, joined the first-ever Small Ship Presidents Panel, discussing the rise of boutique yachting and how Scenic is setting the pace.
- Claudius Docekal, VP of Ocean Deployment, joined an expedition cruising panel where he shared how Scenic’s approach is rooted in depth, authenticity, and unforgettable moments – not just checking destinations off a list, but creating journeys that resonate long after guests return home.
- Chef Tom Goetter, VP of Hotel Operations, shared how small ship cruising is uniquely aligned with today’s traveler: those seeking meaning, connection, and once-in-a-lifetime moments. He highlighted how Scenic’s culinary program reflects this shift, offering everything from barramundi heli-fishing in the Kimberley to Michelin-level dining amid the icebergs of the Antarctic Peninsula. It’s not just food, it’s a storytelling experience rooted in place, passion, and precision.
These weren’t surface-level soundbites. They were significant, and so was the audience’s response. For me, it was a masterclass in strategic thought leadership – choosing the right platforms, with the right messages, delivered by the right voices.
My Takeaway: Authenticity is the Advantage
If there’s one thing I took away from this week, it’s this: In a sea of sameness, brands that know who they are – and stay true to it – will always rise.
Scenic Group didn’t need to outshout the competition. It stood out by being consistent, confident, and real. In PR, that’s the dream: to represent a brand that doesn’t have to be reinvented every time news drops. It simply needs to be revealed.
So whether you’re launching a ship, a product, or a new campaign – remember:
- Authenticity is the message. Don’t overcomplicate it.
- Meaning beats mass. You don’t need everyone: you need the right people.
- Substance will always win. Especially when the hype fades.
At Seatrade Cruise Global 2025, Scenic Group didn’t just make a splash. It made a statement.
