Scenic Group bolsters trade team to support ‘next stage of growth’

Scenic Group has appointed a new director of trade sales and partnerships.

Shane Lewis-Riley starts his new role on June 15 and will lead the established trade sales team for the group, which encompasses Scenic Luxury Cruises & Tours and Emerald Cruises.

On Friday (April 17), he announced his departure from his role as Titan Travel trade distribution director for “an incredibly exciting new challenge”.

Scenic Group said in a statement that he joins at a “pivotal time, as the business enters a significant phase of growth”.

Marking 40 years of operation, Scenic Group is embarking on its most ambitious fleet expansion in nearly a decade, with nine new river and ocean ships set to launch between 2026 and 2028.

“This investment will further strengthen the company’s presence across European and Asian markets, while responding to increasing demand for highly personalised, small-scale ‘ultra-luxury’ experiences in the sector,” said the statement.

Based in Manchester, Lewis-Riley becomes part of a newly formed UK leadership structure designed to support this next stage of growth.

He joins alongside recently appointed marketing directors Laura Gerrard, formerly of Merlin Entertainments, and Jane Witherington, previously with Mamas & Papas. Together with long-standing digital director Eleni Kettles, the team will form a strengthened director-level structure, all reporting to managing director, Nichola Absalom, who has overseen the sales team since the departure of director of sales, partnerships and strategic growth Nick Hughes in December 2024.

Absalom said: “We are really excited to be building a team that will take the UK business to the next level. Shane’s vast experience, his strong reputation within the industry, and his tenacious approach to driving sales make him a fantastic addition.

“This is a pivotal time for growth in the UK, with a significant opportunity to increase market share and drive sales as we expand our fleet, destinations and overall choice for our guests.

“We are seeing growing demand for alternative, niche and more personalised cruise experiences, and Shane’s expertise will be key in helping us capitalise on this momentum. I cannot wait for him to join an already high-performing team as we take things up another level.”

Lewis-Riley previously held roles at Virgin Voyages and P&O Cruises, before joining Titan Travel in 2024.

He said: “I’m thrilled to join the Scenic Group at such a dynamic time of growth. The team is already highly respected and I’m excited to help introduce new opportunities and strengthen existing partnerships.

“The product is exceptional and there’s a wealth of potential for agent partners to grow their businesses with us.”

The statement from Scenic added that his appointment “underscores” the group’s commitment in the UK to “strengthening trade partnerships and accelerating growth as it continues to expand its luxury cruise and touring portfolio globally”.