Scenic Group has appointed Sture Myrmell as its new Chief Operating Officer (COO), strengthening the Group's management team as it embarks on one of the fastest periods of fleet expansion in its 40-year history. His appointment follows the recent addition of Riko van Santen as Chief Information Officer (CIO), reinforcing the Group's commitment to adopting advanced technology across the business.
Based in Scenic Group’s Zug office, Sture will lead global operations for Scenic and Emerald Cruises’ portfolio of luxury river and ocean cruises and land travel products. He brings extensive international leadership experience within the cruise and travel sectors, having held senior management positions with some of the industry’s most recognized brands, including Cunard, Seabourn, Princess Cruises, and P&O Cruises Australia. He was subsequently President of Carnival Australia and Carnival UK, Chief Operating Officer of Journey Beyond, and most recently, President of Aroya Cruises.
Sture brings a deep understanding of operations, business strategy, passenger experience and market development, with a career marked by leading complex international businesses and driving the growth of global travel brands.
“Scenic Group has built an exceptional reputation based on innovation, quality, and creating truly memorable travel experiences,” said Sture Myrmell. “I am delighted to join the company at such an exciting time and look forward to working with our global teams to continue building on this strong foundation. There is a tremendous opportunity to further enhance operational excellence while continuing to deliver the world-class passenger experiences that define the Scenic Group brands.”.
Scenic Group founder and chairman Glen Moroney noted that the appointment of Sture Myrmell represents an important step in consolidating the Group's continued growth, within the framework of its 40 years of innovation:
“Sture is one of the most experienced and respected leaders in the global cruise industry,” said Glen Moroney. “His deep operational knowledge, business acumen, and proven ability to lead international teams will be invaluable as Scenic Group continues to expand its portfolio of luxury yachts and river cruises.”.
"His appointment, along with the recent addition of Riko van Santen as our new Chief Information Officer, significantly strengthens our management team. Together, these appointments reflect our continued investment in the people, capabilities, and innovation needed to support the next stage of Scenic Group's global growth.".
Riko van Santen joins Scenic Group with over 25 years of international management experience in technology and digital transformation within the global hotel industry. Previously, he served as Chief Information Officer at Kempinski Hotels and will now lead Scenic Group's technology strategy to support business growth, digital innovation, cybersecurity, and data-driven decision-making.
The strengthening of Scenic Group's management team comes as the company advances one of the most significant capacity expansion programs in its 40-year history, through its Scenic Luxury Cruises & Tours and Emerald Cruises & Tours brands.
The extensive program of new additions includes the recently launched Emerald Kaia, a luxury yacht, and the Emerald Astra, a Star-Ship, operating on the Rhine, Main, and Danube rivers. In 2027, Scenic Group will add the Emerald Lumi, sailing on the Seine River; the Scenic Aura, on the Hooghly River in India; and the new luxury yacht Emerald Raiya. The expansion will continue in 2028 with new Scenic ships on the Mekong River, followed by the Emerald Xara, Emerald Cruises’ first ocean-going vessel, sailing in the Asia-Pacific region, culminating with the inaugural season of the Scenic Ikon in the Mediterranean and Antarctica.
Scenic Group is uniquely positioned to drive this global growth thanks to its vertically integrated model, which encompasses the design, construction, ownership and operation of its ships, supported by its specialist shipbuilding division, MKM Yachts.
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