Just Back from the ASTA River Cruise Expo: 5 Questions with Scenic Group’s Ken Muskat

Each year the ASTA River Cruise Expo is attended by the senior most leadership of most of the river cruise lines. As in previous years, this year that lineup included Ken Muskat, president of Scenic Group USA/LATAM, who sat down with TMR to talk about recent Scenic Group announcements, what travel advisors are still misunderstanding about Scenic Group, and more.

Q. Scenic Group recently replaced its long-standing two-for-one pricing system with a new four-tiered pricing program. Did you hear from clients or advisors that the two-for-one fares were confusing? If not, why did you make the change?

“Nobody told us that it didn’t work or they didn’t like it,” Muskat said. “We’ve done two-for-one now for about two and a half years. It worked. It was a good, strong message when we really needed to start getting some awareness out in the marketplace. But it’s run its course.”

Specifically, Muskat said the two-for-one pricing does not reflect where Scenic Group is “as a luxury brand experience.”

The company also wanted to come up with something that “was a little bit more simple and more aligned with what travel advisors do with the competition.”

He emphasized that the four-tier system is easy to understand and rewards clients for booking further out. In particular, the non-refundable fare, which offers the greatest value to clients is also “a huge win” for travel advisors, he said. (Travel advisors keep the commission on a non-refundable booking that is canceled by the client.)

He added that the system makes it easier to tack on value adds when there’s available space to promote, rather than having to change pricing.

“Instead of changing the price all the time, if we’ve got a need, we can say more is included. Maybe we include the helicopters or we include a drink package on Emerald, instead of messing with the pricing.”

So far, he told TMR, the response has been good.

Q. Scenic Group also recently introduced a combined loyalty program, which suggests that guests are already going back and forth between the brands or expressing interest in trying the brand they haven’t sailed yet. Do you see more demand for Emerald cruisers to try Scenic or vice versa? And is the demand more on the yacht side than on the rivers?

Muskat told TMR he doesn’t have hard data to answer the question perfectly, but said, anecdotally, the demand is definitely more between the river to yacht (or yacht to yacht) products than on the rivers, though there is some movement from Emerald river to Scenic river.

“You would think that Scenic river guests would graduate to Scenic ocean, but we do see Scenic river guests, because of the size of the ships, going to Emerald Yachts… because of the warm weather experience and going to the Seychelles.”

He pointed out that while an Emerald Yachts cruise by itself might be a lower price point than a Scenic, a client that chooses an Emerald Kaia sailing packaged with a land safari is an ultra-luxury client.

But not being recognized for their previous sailings was upsetting.

 “We were seeing Emerald guests sail with Emerald five times, then go to Scenic for the first time and not be recognized and that was upsetting for the guests because in the family [Scenic Group], they had already sailed five times.”

“Doing this reciprocal earning loyalty program has been very well received by our past guests. It’s the right thing to do as we’re growing with both brands on both ocean and river.”

Q. If you had to pick one river itinerary that perfectly captures what Scenic does best and one that shows off Emerald at its best, which would you pick?

For Scenic, Muskat chose to answer personally.

“I did Scenic Bordeaux, which was outstanding. It was so perfectly aligned with the wine experience, the culinary experience, the upscale experience, land and onboard. I love that.”

For Emerald, he chose something traditional.

“I think Emerald being a more entry level into river, the Rhine is what people are looking for, seeing all the castles. That’s what I would choose for Emerald.”

He also thinks the Rhine shows off the activity level of an Emerald cruise.

“Emerald is a bit more active, a little bit more grab the bike and go out on your own.”

Q. Is there anything that you wish more travel advisors understood better about Scenic Group, Scenic Cruises, Emerald Cruises, or all three?

Surprisingly, Muskat said travel advisors still don’t seem to be familiar with Emerald Yachts.

“This just came up at this conference [again]. I’m amazed with the amount of marketing and talk that we do around the Emerald Yachts how many people don’t realize that they exist,” he told TMR.

He thinks advisors are familiar with Scenic’s two yachts because they do Antarctica and the Arctic. Or maybe it’s because they have helicopters and things that get talked about a lot more, he said.

With Scenic Group soon to have five Emerald Yachts (by 2028), it’s something Scenic Group needs to fix, he added.

“We’re going to do much more to make sure that advisors are well aware of these yachts.”

He added that he thinks the fact that the ships are easier to charter than other cruise products will help.

“Advisors, typically when they hear the word charter, get scared. They think, too expensive, too high risk. But when you look at yachts that hold only 100 or 128 people… getting 100 people is a no brainer. There are many advisors out there already doing 100 person groups on large ships that can easily charter. And to be able to do your own customized itinerary, your own entertainment, your own food and beverage experience. It’s incredible.”

Q. If you could secretly listen in on one conversation happening on board a Scenic or Emerald river ship, which would you choose: the first time guest, discovering a Scenic or Emerald river cruise for the first time, or a seasoned repeat guest comparing notes?

Muskat struggled to choose just one option.

“I would first choose the first timer because I would get a huge thrill at just how amazed they are at the experience and that it was just not what they expected,” he said. But at the same time, he admitted he would love to listen to a conversation of repeaters, “just to ensure that we’re constantly upping our game and consistently delivering on what we should be delivering.”