Making the US No. 1 market for Scenic is Ken Muskat's mission

Currently it's second to Australia, the company's home, where Scenic is well known.

Raising a non-US-based company's profile and sales stateside is something Muskat did with MSC Cruises USA, where he was EVP & chief operating officer before leaving in August. He started at Scenic Group USA in December.

Personal and professional appeal

Scenic hasn't had a managing director stateside in a few years. Muskat said the growing small ship, luxury, expedition and river company appealed both personally and professionally and the broad product line presents a 'huge opportunity.'

Over 18 years with Royal Caribbean International, two with SkySea Cruise Line in China and seven with MSC Cruises USA, he knew the big-ship market in and out.

After sailing on Scenic Eclipse along the coast of Chile, 'I was completely blown away,' he said.

'It's different and exciting ... This gave me an opportunity to round out my resume, as well as being a great personal experience, the kind of experience my family and I would do. Antarctica or a luxury yacht cruise in the Caribbean is more my speed now.'

A special culture

Before going on Scenic Eclipse, Muskat was inspired by Scenic founder and Chairman Glen Moroney's passion. Then, onboard, he witnessed the same passion in the crew and the management, from the heads of food and beverage to guest services to marine operations.

The special culture fostered by Moroney and his wife Karen, director of project design, make for a 'close, family-like environment.'

Empowered crew

He also was impressed by how, on a small ship, the people are empowered to incorporate their own ideas into everything from special cocktails to wine or whiskey tastings, menus, the service and the shore excursions.

Unlike on big ships, where standard operating procedure is paramount, 'They have the flexibility to be creative and do unique things for the passengers,' Muskat said. 'They have a voice and can impact the customer experience,' cementing relationships.

'Big learning curve'

Muskat admittedly has a 'big learning curve' — he said luxury clientele are different, and he has to get to know the travel advisors who specialize in this sector.

In the Hollywood, Florida office, he's responsible for sales (trade, direct, charter, MICE), marketing, public relations, finance, HR, revenue management and contact center. He also leads sales and marketing in Central and South America.

Muskat reports to Anna Wolfsteiner, global chief of sales & marketing. His fellow market heads are Lisa McCaskill in Canada, Richard Twynam in the UK, Dominika Lang for EMEA and Anthony Laver in Australia. All work closely with Wolfsteiner and COO Damien Thomas, both based in Zug, Switzerland.

Muskat's team

Key US associates are Ann Chamberlin (head of sales), Robert Castro (acting head of marketing), John Stunson (finance), Laura Hummel (contact center), Lisa Auguste (groups), Donna Kurtz (charter sales), Brianna Anderson (revenue), Natasha Groysman (HR) and Brian Chapman (air/sea) — a 'strong team,' Muskat said.

Former VP Marketing Maggie Carbonell, a colleague from Royal Caribbean, left for a new opportunity at OneSpaWorld in December before Muskat started. So he's conducting a search for a replacement and said Castro is a strong contender.

Scenic Eclipse II and Emerald Sakara

This year Scenic Eclipse II and Emerald Sakara join the fleet, doubling ocean capacity. As for growth beyond these, demand will determine.

If Muskat was impressed with Scenic Eclipse, he said Scenic Eclipse II, debuting in April, will 'take it to another level' with some new features.

Current priorities

These ship launches will give the opportunity to engage travel advisors and media via first-hand experience, strong social media presence to drive engagement, and education and sales support for the trade. Webinars, conferences and trade incentives are part of this, and Muskat wants Scenic Group to be known as 'easy to do business with.'

Clear brand positioning, new websites, contact center support, groups policies and service and how best to work with top accounts are other priorities.

He's attending the ASTA River Expo in Budapest in March, where Scenic Jasper will be available for travel advisors to tour, and he hopes to expand his own first-hand product knowledge by sailing on Emerald Azzurra soon.

'What we do between the poles is just as amazing'

Conveying that 'what we do between the poles is just as amazing' as Scenic's expedition offerings, Muskat said, and it's important to tell 'why Emerald ocean yachts are so incredible for warm water cruising.'

Continued growth and competition in the segment drive excitement, in his view, and there's greater interest from a younger demographic with appeal for those looking for something extra special.

Muskat also wants to make Scenic USA 'one of the most sought after places to work.'

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