Scenic Group has appointed Ken Muskat as Managing Director – Scenic Group USA.

Muskat will join the USA management team on December 12 in the Hollywood, FL office and will report directly to Anna Wolfsteiner, Global Chief of Sales & Marketing.

According to a press release, Muskat comes to Scenic Group USA with more than 25 years of cruise industry management experience with leading travel brands, most recently serving as EVP & Chief Operating Officer for MSC Cruises (USA), CEO of SkySea Cruise Line in Shanghai, China as well as serving 18 years in a variety of key leadership roles at Royal Caribbean International. His high marks for professionalism, strategy development and execution, securing new business opportunities, trade relations and team building fueled his steady and rapid rise through the executive ranks.

“With the exciting growth of Scenic Group, the US Market is a key strategic market for our company’s success,” said  Wolfsteiner. “Ken’s experience and expertise in developing teams, forging strong relationships with the trade distribution, and building brand awareness will ensure we drive demand from our valued travel advisors and consumers for our ocean and river brands. We are excited to welcome Ken to the Scenic Group family during this time of growth for our company and strong return of the cruise industry.”

As the USA managing director for Scenic Luxury Cruises & Tours and Emerald Cruises, Muskat will be responsible for the oversight and development of the US Market with key focus in the areas of sales, marketing, finance, revenue management and contact center working alongside colleagues from around the globe.

The company said he will lead significant growth efforts within the luxury trade distribution in the US, Mexico, Central & South America and continue to build brand awareness and demand for Scenic Group’s growing family of luxury ocean yachts and luxury river cruise ships. With two new ocean yachts being delivered in 2023, top priorities for Muskat include building demand through sales and marketing efforts by ensuring the talented sales force and trade distribution have the best tools to market and sell Scenic Luxury Cruises & Tours and Emerald Cruises as well as providing outstanding service in the company’s contact center for guests and travel advisors.

“I am beyond excited to begin this next chapter in my career with Scenic Group,” Muskat said. “I have wanted to expand into the luxury ocean, expedition and river cruise vacation segment and I cannot think of two better brands to do this with than Scenic Luxury Cruise & Tours and Emerald Cruises. Having now personally experienced the industry leading vacation product provided on Scenic Eclipse, I am certain there is tremendous opportunity to build brand awareness and significant demand amongst the trade distribution and consumers in the US market as well as Mexico, Central & South America. The once in a lifetime vacation experiences and meaningful memories these brands provide our guests is something consumers are looking for today and one that I am excited to work with an outstanding team to deliver.”