Coffee break: Richard Twynam, Scenic Group

In an exclusive interview, Rebecca Barnes catches up with Scenic Groups’ managing director, UK & Ireland Richard Twynam, to talk about the importance of trade sales, new launches and grand experiences on the water

How’s 2023 looking so far?

I’m incredibly positive about the 2023 outlook for The Scenic Group. Agents continue to remain front and centre of our business and we are committed to ensuring they have the right support, tools and training to continue to sell our products. We have more than doubled our FAM programme and have two exciting launches – Scenic Eclipse II and Emerald Sakara – that raise the bar within the luxury cruising space. The importance of trade sales is the main focus of our attention longer term, and that will remain our focus going forward.

What are your plans for enhanced trade partner relationships? 

We already have several agent initiatives in market and never stand still. Our current WAVE campaign gives agents a chance to win one of six ‘Moments of Wonder’ that replicate the ‘Scenic Enrich’ and EmeraldPLUS experiences available to our clients when sailing. Surprises include helicopter rides, private dining experiences at five-star restaurants, a night out at the theatre, a luxury evening of wine and whisky tasting with an expert. We also recently began regular weekly webinar training sessions that focus on the best of Scenic and Emerald Cruises’ product, driving trade engagement as we head into the peak selling period. In a separate initiative, we’ve been hosting a series of VIP dinners for top-performing and new agents in towns and cities across the UK. The dinners are part-training and part-‘thank you’ to partners, with sessions concentrating on our ultra-luxury yacht products Scenic Eclipse and Emerald Azzurra, and a particular focus on their itineraries in the Caribbean.

What are you most excited about?

I’m excited for my first ‘peak season’ and no longer being the new boy! We have some excellent offers for river cruising which are designed to stimulate demand and underline great value luxury. For example, Scenic is offering private door-to-door transfers, including business class flights, on all European sailings for 2023 booked until February 28. Emerald Cruises is offering complimentary business class flights and savings of up to £1,400 per couple on 2023 Europe river sailings, and free business class flights or premium economy flights plus incredible savings on luxury yacht sailings in 2023 & 2024. Later in the year, I’m looking forward to the arrival of Scenic Eclipse II and Emerald Sakara. The addition of itineraries in new regions such as the Caribbean for Emerald Cruises, and East Antarctica and Ross Sea for Scenic, is a real coup for the business. Scenic Eclipse and Scenic Eclipse II will operate side by side and visit places rarely explored, showing how Scenic Group is going beyond what other exploration lines do. We’re currently working through the launch events for both brands but hope to have as many agents on board as possible.

Can you share some details on Emerald Sakara and the itineraries?

Emerald Sakara has 50 deluxe suites and staterooms, of which more than 80 per cent feature a balcony – it carries a maximum of 100 guests to ports and harbours only accessible to small yachts. Similar in design to sister ship Emerald Azzurra, Sakara has a marina platform which I’m excited to try for myself! Both yachts also have a Wellness Centre complete with the Elements Spa gym and infrared sauna. Emerald Sakara will launch on August 5, 2023 with the 8-Day Ionian Sea Adventure before summering in the Mediterranean & Adriatic Sea. In November, she will traverse the Atlantic Ocean ready for a season in the Caribbean & Central America. During our Wave period, guests can enjoy some tremendous offers on board both yachts.

Which itinerary would you love to sail on?

I am looking forward to trying our Scenic River cruise product when we showcase Scenic Jasper at the CLIA conference. New itineraries to the Scenic River programme for 2023 include Charming Castles and Jewels of Europe plus land stay which have really caught my eye. The addition of a cruise with a land-based five days at the beginning is driven by demand for longer holidays, demonstrating an appetite for grander experiences. This is a fantastic product for agents to sell, as it can provide something different to the norm.