Scenic buoyed by 35% year-on-year boost in trade sales
Luxury cruise and tour operator Scenic Group, which includes Scenic Luxury Cruises & Tours and Emerald Cruises, has posted its best trade sales week to date
Sales through the trade in January 2025 outperformed sales from the same period in 2024 by more than 35 per cent, with the week commencing 27 January posting 15 per cent more sales than the same week in 2024.
The group reported an uptick in popularity amongst UK travellers for Emerald Cruises’ Caribbean yacht itineraries thanks to Emerald Sakara appearing in two episodes of Channel 5’s Susan Calman’s Cruise of a Lifetime in January.
Meanwhile, UK sales for Scenic and Emerald Cruises’ 2025 river cruise itineraries are up more than 35 per cent on last year’s figures.
For Scenic, the eight-day Gems of the Danube has sold particularly well, with three times as many sales as last year, while sales of Emerald’s eight-day Majestic Rhine sailing also more than tripling year-on-year.
Jonathan Davies, head of sales at Scenic Group UK, said: “We are thrilled to see such positive results to date. We know that these wouldn’t be possible without the ongoing support from our valued trade partners.
“Our trade sales have increased thanks to engaging with more agents, providing more opportunities for ship visits and equipping our partners with strong offers and marketing collateral for the peaks period.”
As a result of the uptick in trade bookings, the company has extended its incentive offering agents £50 in rewards for every 2025 booking made until the end of February.
It comes after the line saw group bookings from the trade increase by 85 per cent between January and July in 2024 compared to the same period in 2023.
