Twenty-five-year cruise-industry veteran Ken Muskat has joined Scenic Group as managing director – Scenic Group USA, overseeing both Scenic Luxury Cruises & Tours and Emerald Cruises.
We had a chance to catch up with the executive — following his time at MSC Cruises and SkySea Cruise Line in China — to discuss the vision he has for the lines under his leadership.
Ken Muskat, managing director – Scenic Group USA
Credit: 2022 Scenic Luxury Cruises & Tours
How will you increase brand awareness for Scenic’s cruise lines?
I think it is critical that we make use of data to evaluate the success of the strong efforts that have already been put in place to increase brand awareness among consumers and travel advisors.
While I believe we will continue a consistent mix of online and offline marketing efforts, the key will be a deeply targeted approach of direct market access, where luxury customers and luxury travel advisors reside. Our brands are very visual and experiential, so getting customers and travel advisors to touch and feel our brand — whether virtually, through pop-up experiences or by sailing on our ships — will also play a key role in raising awareness.
… Getting customers and travel advisors to touch and feel our brand — whether virtually, through pop-up experiences or by sailing on our ships — will also play a key role in raising awareness.
We also continue to build our loyal guest base and explore new marketing programs and social media platforms. We are fortunate to have two new ocean yachts joining our fleet in 2023, which always drives awareness and excitement around the growth of the company. Finally, we will do everything possible to provide support to our valued travel advisors, so they can use their best marketing efforts to get the word out about the vacation experiences provided by Scenic Luxury Cruises & Tours and Emerald Cruises.
How will you translate your experience working with big ships to smaller ocean vessels and riverboats?
Other than the size of the ships and the category (ocean yacht, river and expedition), there is really not much of a difference from the variety of roles I’ve held with big-ship cruise lines versus our goals at Scenic Group. I’ve always been positioned to drive brand awareness and preference among consumers and the trade in the most important cruise market in the world.
I’ve always worked for global companies going through significant growth, and I’ve always heavily depended on the travel advisor distribution [channel] to fill the berths. The big-ship brands allowed me the opportunity to learn all sides of the commercial business, including the best ways to approach FIT business, group business, charters and corporate incentive business, as well as leveraging brand partnerships. These tactics and relationships will easily apply to the Scenic and Emerald Cruises brands.
Scenic Gem is one of the line’s river ships.
Credit: 2022 Scenic Luxury Cruises & ToursIn what ways will your experience in international markets be helpful in your new role?
My international experience, working in China and with colleagues in offices around the globe, has helped me understand how various markets differ, and how a one-size fits-all model does not always work best.
Each market behaves differently based on cultural differences and consumer expectations — thus driving us to take a customized approach to commercial activities to achieve the greatest demand and highest premiums from that particular market. In addition, there are certain markets that behave very much the same, in which case, sharing successful best practices is always a huge plus.
My international experience, working in China and with colleagues in offices around the globe, has helped me understand how various markets differ, and how a one-size fits-all model does not always work best.
With expedition and river cruising experiencing such a boom right now, how do you foresee differentiating Scenic Luxury Cruises & Tours and Emerald Cruises from the rest of the crowd?
I’ve sailed on Scenic Eclipse, and my stellar experience left me with a true understanding of the vision and commitment to excellence that [owners] Glen and Karen Moroney have for their cruise lines. I am truly looking forward to sailing on our other ships, including Emerald Azzurra, and our river ships.
I believe we offer a luxurious and service-oriented vacation product that is consistent and heartfelt. Our crew [members] have a passion for what they do every day, and it is evident in each and every one of their interactions with our guests. We empower our crew to do everything possible to ensure guests leave with customized and personalized memories that you can only find on ships the size of Scenic and Emerald Cruises.
Guests today are looking for bucket-list experiences, special stories to bring home to their loved ones, unique opportunities to meet people from around the world and travel to global destinations. We offer this in a highly competitive way, and as one of the only companies with such a variety of products.
This mix of product, from our 200-guest ocean yachts traveling the globe — equipped with helicopters and subs onboard — to our 100-guest ocean yachts built for warm-weather cruising, to our multitude of luxury river cruise offerings, allows us to really appeal to the ever-changing desires of luxury travelers today.
Scenic Eclipse features an onboard helicopter.
Credit: 2022 Scenic Luxury Cruises & ToursWhat advice do you have for travel agents who have never sold Scenic and Emerald Cruises?
First and foremost, immediately reach out to your regional sales director (RSD) so you can obtain first-hand knowledge about the brands. They are a fountain of information and support, and it is important that travel advisors make use of their insight and experience. When travel advisors really understand the uniqueness of the vacation product we offer, they will feel extremely comfortable offering it up to their clients who are looking for something new.
… Getting customers and travel advisors to touch and feel our brand — whether virtually, through pop-up experiences or by sailing on our ships — will also play a key role in raising awareness.
In addition, take time to speak to past guests and understand our guest satisfaction results. We understand that the most important thing a travel advisor can hope for is an overly satisfied client coming back from their vacation. This is something that the staff at Scenic and Emerald Cruises strives to meet with consistency and dedication to service.
Our RSDs can take travel advisors through the financial benefits of selling Scenic and Emerald Cruises — the easy booking tools available, the commission offerings and any incentives we have at the time. We can also work with them to develop a strong sales and marketing plan and jointly invest in driving new business their way. And we have an inside sales team that offers trade sales support, freeing up RSDs to do more business planning with our valued travel advisors.
My final message for the trade is, of course, to experience it yourself. Advisors are five times more likely to sell a brand after experiencing it themselves. They need to take advantage of ship tours, fams, corporate symposiums and special rates to get onboard, because there is nothing like first-hand knowledge that can be shared with clients.
Can agents expect any new tools and/or incentives to drive them toward more sales?
Absolutely. We will always evolve, especially as we grow. This includes a constant review of what tools we offer and what tools we need to improve upon, as well as any new tools we need to add. We will depend on the trade to help us understand what is needed to make it easier to drive more business and provide outstanding service to our valued travel partners, so that Scenic and Emerald Cruises become their brands of choice.
Incentives for the trade will be available to boost sales, and we will use these throughout the year on a targeted and customized basis. These will be constantly evaluated to ensure the ROI [return on investment] works, and that the incentives are accomplishing our joint goals.
