Scenic Group USA Adds West Coast Sales Director

Scenic Group USA has named Andrea Medellin as regional sales director for the U.S. West Coast.

Medellin brings more than 25 years of experience across hospitality and tour operations, including most recently serving as sales manager, North America at Europe Express. Her background also includes roles with Sandals and Beaches Resorts, Marriott, Hilton, and Airlines Reporting Corporation (ARC), as well as experience as a travel agency owner.

“Andrea has a deep understanding of the advisor channel and the ability to translate that into commercial growth,” said Ken Muskat, president of Scenic Group USA & LATAM. “Her ability to blend data-driven strategy with authentic relationship building makes her exceptionally well-positioned to accelerate our growth in the West.” 

Medellin’s appointment comes as Scenic Group continues to expand its luxury river cruise, yachting, and expedition travel footprint in key U.S. source markets. 

“Scenic is at a pivotal point in its growth, with a product that is highly differentiated in both the ultra-luxury and luxury spaces,” said Medellin. “The opportunity to build on that momentum across the West and further engage the advisor community is incredibly compelling.” 

The Western U.S. remains a priority region for Scenic Group, with a high concentration of luxury-focused advisors and clients. Medellin will focus on expanding advisor education, increasing brand visibility, and driving consistent engagement through targeted sales initiatives and regional activations. 

“There is a significant opportunity to further develop the advisor base in the West through strategic outreach, education, and partnership,” she added. “This is a market that responds strongly to product clarity, service consistency, and long-term relationship building, which are all areas where Scenic Group is well positioned.”