Scenic Group, the parent company of Scenic Luxury Cruises & Tours and Emerald Cruises & Tours, has reinforced its commercial leadership in the Americas with two strategic appointments. Marilyn Cairo steps in as Vice President of Sales & Trade Relations, while Nicole Shrem takes on the role of Key & National Accounts Manager. The moves come as the group prepares for its largest wave of new ship deliveries and destination expansion to date.
Cairo brings more than three decades of sales leadership across the luxury travel sector. She previously served as Vice President of Sales at Classic Vacations, where she directed national sales strategies and deepened relationships with host agencies and independent travel advisers. In her new position, Cairo will oversee the US and Latin American sales strategy, with a focus on expanding Scenic Group's partnerships with travel advisers and strategic trade partners.
Shrem joins from Royal Caribbean International, where she was named 2025 Account Executive of the Year. Her remit at Scenic Group will be to strengthen ties with key and national account partners, supporting the growth of both Scenic Luxury Cruises & Tours and Emerald Cruises & Tours across the region.
Leadership perspective
Ken Muskat, President of Scenic Group USA and LATAM, welcomed the new hires with clear expectations. "Marilyn brings tremendous leadership experience, commercial expertise and a proven ability to inspire high-performing teams, whilst Nicole brings valuable national account experience, strong trade relationships and an impressive track record of success," he said.
Cairo echoed the importance of the trade channel. "Travel advisers are at the heart of our business, and I have always believed that a brand's success is directly correlated with the success of its travel adviser partners," she noted.
The appointments arrive at a pivotal moment for Scenic Group. The company is in the midst of its most ambitious fleet expansion, with new river ships and ocean vessels slated for delivery over the coming years. These additions will broaden itineraries across Europe, Asia, and the Americas, increasing the need for robust trade partnerships and dedicated account management.
Scenic Group's dual-brand strategy—Scenic Luxury Cruises & Tours for upscale river and ocean voyages, and Emerald Cruises & Tours for a more contemporary yacht and river experience—positions the company to capture demand from both premium and upper-premium segments. The new leadership is expected to sharpen the group's focus on adviser education, group sales, and repeat business.
Industry observers note that the timing aligns with broader trends in the cruise sector, where river and expedition cruising continue to outperform. As lines invest heavily in new tonnage, the ability to secure distribution through key accounts becomes a competitive differentiator. Scenic Group's latest hires signal a deliberate push to solidify its presence in the US market, which remains the largest source market for ocean and river cruising worldwide.
For travel advisers, the changes mean a more dedicated support structure. Cairo's history with Classic Vacations gives her deep insight into the needs of host agencies and independent contractors, while Shrem's Royal Caribbean background brings a strong understanding of national account dynamics. Together, they are expected to align Scenic Group's trade strategy with the evolving expectations of modern travel sellers.
Scenic Group's expansion also includes new destinations and enhanced onboard experiences, from culinary programs to wellness offerings. The company has been investing in digital tools and training to help advisers sell more effectively, and the new leadership will likely accelerate those initiatives.
As the group moves forward, the focus remains on delivering value to both passengers and trade partners. With a growing fleet and a sharper commercial team, Scenic Group is positioning itself to capture a larger share of the luxury and expedition cruise market in the Americas.
