Scenic Group Accelerates Luxury Cruise Revolution With New COO and Next Generation Ship Growth Plans

Written By: Subhankar Chakraborty

Subhankar Chakraborty

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September 2, 2026 10:18 AM

Scenic Group is entering a major phase of expansion with the appointment of a new chief operating officer and an ambitious fleet development programme across its luxury cruise portfolio. The leadership move comes as the company strengthens its global operations and prepares for the arrival of next generation cruise ships across key destinations.

With continued investment in Luxury river cruises, Luxury yacht cruising and technology-driven operations, Scenic Group is positioning itself for the next stage of Global cruise industry growth. The appointment highlights the company’s focus on operational excellence, innovation and delivering elevated experiences for travellers worldwide.

Scenic Group Strengthens Leadership During Major Cruise Expansion Phase

Scenic Group has strengthened its executive leadership structure with the appointment of cruise industry veteran Sture Myrmell as chief operating officer. The move has been made during one of the most important expansion periods in the company’s 40-year history.

Based at Scenic Group’s Zug office, the new COO role will focus on managing global operations across the company’s Scenic and Emerald Cruises brands. The responsibility will cover luxury river cruises, ocean cruising and land journey products.

Myrmell’s appointment adds extensive international cruise leadership experience to Scenic Group’s senior team. His career includes senior roles with Cunard, Seabourn, Princess Cruises and P&O Cruises Australia. He has also held leadership positions as president of Carnival Australia and Carnival UK, chief operating officer at Journey Beyond and president of Aroya Cruises.

The appointment has been positioned as a strategic move to support Scenic Group’s continued growth while maintaining high standards across its expanding global cruise operations.

New Executive Appointments Support Technology and Operational Development

The leadership change follows the recent appointment of Riko van Santen as chief information officer, strengthening Scenic Group’s focus on digital transformation and technology development.

Van Santen brings more than 25 years of international technology and digital leadership experience within the hospitality sector. His previous role as chief information officer at Kempinski Hotels has supported his appointment to lead Scenic Group’s technology strategy.

His responsibilities will include business growth support, digital innovation, cybersecurity development and data-led decision-making.

The addition of both senior executives reflects Scenic Group’s investment in leadership capabilities required to support the company’s expanding operations.

As the cruise industry continues to evolve, technology and operational efficiency are becoming increasingly important factors in delivering modern guest experiences. Scenic Group’s latest appointments are designed to strengthen these areas while supporting the company’s long-term development plans.

Next Generation Cruise Ships Drive Luxury Fleet Growth Strategy

Scenic Group is advancing a significant capacity expansion programme across its Scenic Luxury Cruises & Tours and Emerald Cruises & Tours brands.

The company’s growth plans include the introduction of several next generation cruise ships and luxury vessels designed to expand its presence across international markets.

The recently launched Emerald Kaia luxury yacht and Emerald Astra Star-Ship have already joined the company’s growing portfolio. Emerald Astra operates on the Rhine, Main and Danube rivers, strengthening Scenic Group’s offering in European luxury river cruising.

Further expansion is planned for 2027 with the launch of Emerald Lumi on the Seine River, Scenic Aura on India’s Hooghly River and the new luxury yacht Emerald Raiya.

The fleet expansion will continue in 2028 with new Scenic ships planned for the Mekong River. Emerald Xara will become the first Emerald Cruises ocean vessel to operate in the Asia-Pacific region, while Scenic Ikon will begin its inaugural season in the Mediterranean and Antarctica.

These developments reflect Scenic Group’s continued commitment to expanding Luxury yacht cruising and Luxury river cruises while responding to wider Global cruise industry growth.

Scenic Group’s Integrated Model Supports Future Cruise Innovation

A key element behind Scenic Group’s expansion strategy is its vertically integrated business model. The company designs, builds, owns and operates its own ships, supported by its shipbuilding division MKM Yachts.

This approach allows Scenic Group to maintain greater control over vessel development and operational standards across its growing fleet.

The company’s investment in next generation cruise ships, combined with strengthened leadership and technology capabilities, is expected to support its future plans across luxury travel markets.

Through its Scenic and Emerald Cruises brands, the company continues to focus on premium experiences across river, ocean and yacht cruising sectors.

As Global cruise industry growth continues to reshape traveller expectations, Scenic Group is building its future around innovation, operational strength and expanded international capacity.

Conclusion

Scenic Group is strengthening its position in the luxury cruise sector through new executive leadership, technology investment and an extensive fleet expansion programme. The appointment of Sture Myrmell as chief operating officer supports the company’s operational development as new next generation cruise ships enter its portfolio.

With continued focus on Luxury river cruises and Luxury yacht cruising, Scenic Group is preparing for a new phase of international growth. The company’s integrated business model, combined with innovation and expanded capabilities, highlights its commitment to delivering premium travel experiences while supporting wider Global cruise industry growth across emerging and established markets.