Scenic Group, encompassing Scenic Luxury Cruises & Tours and Emerald Cruises, has announced the appointment of Shane Lewis-Riley as director of trade sales and partnerships.In his new role, Lewis-Riley will lead the trade sales team, working closely with agent partners while also driving new ideas and generating incremental business through strategic partnership opportunities.Lewis-Riley joins Scenic Group at a pivotal time, as the business enters a significant phase of growth. Scenic Group, which is celebrating 40 years of operations, has announced its most ambitious fleet expansion since nearly a decade. Nine new river and ocean vessels are set to launch in 2026-2028. This investment will strengthen the company’s position in European and Asian markets while responding to the increasing demand for small-scale, ultra-luxury experiences. Based in Manchester, Lewis-Riley joins a newly formed UK Leadership Structure designed to support this new stage of growth. He joins newly appointed marketing directors Laura Gerrard (formerly of Merlin Entertainments) and Jane Witherington (formerly with Mamas & Papas). Lewis-Riley has previously held roles with Virgin Voyages, P&O Cruises and long-time digital director Eleni Kessels. Most recently he was director of trade distribution at Titan Travel.ADVERTISEMENTNichola Absalom said: “We are really excited to be building a team that will take the UK business to the next level. Shane’s extensive experience, his strong industry reputation, and his tenacious attitude to driving sales makes him a fantastic add-on. We are seeing a growing demand for alternative niche and personalised cruise experiences. Shane’s experience will be crucial in helping us capitalize on this momentum. I can’t wait for him join an already high performing team as we take the things up another level.” Lewis-Riley said, “I am thrilled to join Scenic Group during such a dynamic period of growth. I’m thrilled to be a part of a team that is already well respected, and to introduce new opportunities and strengthen partnerships. The product is exceptional and there’s a wealth of potential for agent partners to grow their businesses with us”For more information, visit scenic.co.uk / emeraldcruises.co.uk,
