When it comes to travel buying habits, people do things differently. Some clients prefer shopping online, while others are won over by face-to-face encounters. And it’s clear that Scenic and its sister company Emerald Cruises appreciate that their target audience (“mature” travellers) enjoys the latter along with their trusted advisor.
Hence the company’s 22 information sessions currently taking place across Canada, from Victoria to Hudson, Que. The free events, hosted by the company’s BDMs, last 90 minutes and cover off Scenic in the morning and its more affordable sister company Emerald in the afternoon. Throughout the presentation, the company mentioned the importance of working with travel advisors to plan the perfect trip.
Open Jaw sat in on the Etobicoke, Ont. Scenic event last week and we were impressed by the turnout – about 100 consumers and travel advisors.
“We sell not just holidays but memorable experiences,” Ontario BDM Mary Lynn Villeneuve told the group. “We are a floating five star boutique hotel.”
Scenic was founded 38 years ago by Australian Glen Moroney, who started with motorcoach tours and in 2008 expanded to cruising (now there are both river and ocean options). Today the company operates in over 60 countries, and there are currently 60 staff in Canada including 4 BDMs.
Its Aussie roots continue to show, not only in the friendly accent of the voiceover for the videos we saw but also in the “no tipping” policy – gratuities are even included for shore excursions (there’s no tipping culture in Australia) and included minibar in each cabin. Clients aren’t even asked for a credit card imprint when they board.
The dress code is casual: for example gents are requested to wear long pants in the evening but jacket and tie is not expected.
And – nice touch! – Scenic includes one laundry service per person per cruise, which Villeneuve peronally loves and suggests clients do the day before their return home. “Imagine coming home with a suitcase full of clean clothes!”
Sales in Canada were up 10% last year and Scenic Group Canada is looking forward to another successful year in 2025.
Not surprisingly, the company offers some long itineraries as travel to Europe is such a major undertaking for their clients from Oz. These include, new for 2025, the 59 day Ultimate European Journey combining river cruising, a Med cruise on the Scenic Eclipse discovery yacht and a 15 day escorted tour of Switzerland, Germany and Austria.
“We don’t think of luxury as opulence but more an attitude of personalization, best-in-class crew, and health and wellness,” said Villeneuve. Services of butlers and a health and wellness coach (you can also sign out an e-bike) are included in the cruises. Liquor is “top shelf”, and there are a host of dining venues – “a venue and a menu for every occasion” as she put it.
The company is proud of its “enrichment” programs, exclusive events whereby an attraction (concert hall, museum) is closed to the general public for a program just for their passengers.
Villeneuve also outlined their programs to southeast Asia where the company has a host of cruises and cruise/land options.
Present at the event was Barb Tudino, an independent consultant with Cruise Holidays and Luxury Travel Boutique in Mississauga. She told Open Jaw: “Working with Scenic and Emerald Cruises as an agent is a delight. Their inclusive pricing means there are no hidden costs to worry about - and I especially love the flexibility and ease of adding air and pre or post experiences travel. It’s incredibly simple to arrange.”
Scenic has a host of early booking offers in place to March 31, and 2026 brochures are now available.
