Scenic Group (parent company to Scenic and Emerald Cruises & Tours) recently announced its joint Scenic & Emerald Rewards loyalty program. To learn more, we sat down with Robert Castro, the company’s vice president of marketing.
In particular, the executive discussed the influence that travel advisors had on the decision to combine the once-individual programs, and what the revamp means for their clients and future sales.
What prompted the launch of Scenic Group’s new loyalty program?
As we look to improve our overall guest experience, it was evident that guests wanted to be recognized across the Scenic Group brands. This new program unifies our loyalty strategy globally, simplifies the experience for guests and advisors and allows us to better recognize lifetime value rather than siloed brand activity.
This new program unifies our loyalty strategy globally, simplifies the experience for guests and advisors and allows us to better recognize lifetime value rather than siloed brand activity.
It also reflects how Scenic Group has evolved: We are no longer individual brands operating independently, but a portfolio designed to reward curiosity, loyalty and repeat travel across experiences
What kind of travel advisor feedback influenced the decision?
Travel advisors shared that their clients were interested in trying other experiences within Scenic Group, and that they wanted to be recognized for all travel they do within our broader portfolio of offerings.
Will there be any reciprocal perks between the two brands and even the various river, expedition and yacht (as well as any land) products?
Yes — and this is a key enhancement.
Scenic & Emerald Rewards is designed to recognize guests across the entire Scenic Group ecosystem. Status is portable, benefits are meaningful and recognition follows the guest — whether they are sailing a European river, an ultra-luxury ocean voyage, a yacht cruise or taking a land journey.
While benefits are thoughtfully tailored to the product type, loyalty status is consistent and honored across brands. This allows guests to enjoy elevated recognition without starting over when they explore a different travel style
Is the goal to encourage loyal guests to discover sister brands and their programs?
Very much so — but in an authentic, guest-led way.
We see Scenic Group as a portfolio of experiences, not isolated brands.
We see Scenic Group as a portfolio of experiences, not isolated brands. The new loyalty program removes barriers and invites guests to explore naturally — whether that means a Scenic river guest discovering Emerald Yachts, or an Emerald guest stepping into Scenic’s ultra-luxury expedition world.
Importantly, this isn’t about forcing cross-selling. It’s about rewarding curiosity and making it easy for guests to stay within the Scenic Group family as their travel tastes evolve.
What else is new or on the horizon for travel agents to be aware of?
We recently launched our Partners in Travel Exclusive, which gives our partners a 25% commission on a total of 10 select river sailings between Scenic and Emerald Cruises & Tours, as well as our Partners in Travel Challenge, which provides opportunities for advisors in the U.S. to win a cruise onboard our newest vessels — Emerald Kaia and Emerald Astra.
