Scenic Group Expands U.S. Sales Leadership

To keep up with its continually growing demand, Scenic Group USA has appointed Anthony Viciana as vice president of sales and Aliette Penton as director of new business development for charter and incentives.

“Bringing Anthony and Aliette on board represents a pivotal step in strengthening our U.S. sales force as we build on our turning the year with the most advanced bookings in our history and a record-breaking WAVE season,” said Ken Muskat, President of Scenic Group USA/LATAM. “They each bring deep expertise, respected industry reputations, and a shared commitment to delivering exceptional value to our partners and guests.”

Viciana brings more than three decades of experience in cruise sales, having worked for Princess Cruises, Cunard, and Carnival Cruise Line. At Scenic, he will oversee trade efforts across the U.S. and Latin America for both Scenic and Emerald Cruises.

According to Scenic, Viciana is well regarded for his relationship building skills with the trade, results-driven approach, fostering accountability, transparency, and team empowerment.

“I’m honored to join at such a dynamic moment for the company and look forward to partnering with our valued travel advisor network to further strengthen our presence across the U.S. and beyond,” Viciana said.

Penton brings more than two decades of experience to her role, newly created to accelerate Scenic’s charter and incentives segment. She will lead proactive outreach to corporations, financial services firms, affinity networks, and luxury lifestyle brands, while also identifying conferences and events to elevate brand visibility for both Scenic and Emerald Cruises. She has previously worked for Carnival Cruise Line and MSC Cruises.

Both Viciana and Penton will work out of the Scenic Group U.S. headquarters in Hollywood, FL.

“Their leadership will be instrumental as we continue to meet the growing demand across our Scenic and Emerald Cruises brands – particularly as we deepen relationships with the trade distribution as well as grow in the charter and incentive space,” Muskat added.