The Scenic Group has appointed Stephanie Deaton as Senior Director, Charter & Incentive Sales for the US and LATAM markets.
This appointment comes amid accelerate growth across Scenic Group’s river, ocean, and expedition segments – driven by rising demand for incentive travel and private charter experiences.
With over 25 years of experience in the corporate and incentive travel industry, Deaton is a recognised leader in full-ship charters, corporate group programmes, and strategic partnerships, Scenic said.
She brings a comprehensive background across both contemporary and luxury cruise lines, with direct insight into the buyer perspective – positioning her to align Scenic Group’s offerings with the evolving needs of corporate and group travel planners.
“During this critical time of growth for Scenic Group, it is exciting to have someone with Stephanie’s well-rounded understanding of the industry,” said Ken Muskat, President, Scenic Group, USA and LATAM.
“Her ability to anticipate clients’ needs and deliver exceptional, tailored experiences –combined with her strong relationships and strategic mindset – make her a trusted partner in the MICE channel and the broader luxury travel space,” he said.
Deaton added: “Scenic Group is at the forefront of innovation and luxury in the cruise industry.
“I’m thrilled to join at such a pivotal time and help elevate the charter and incentive sales strategy to new heights. Our diverse fleet, global itineraries, and the ability to create fully customised experiences offer an unmatched value proposition for corporate and group travel partners,” she said.
Deaton will lead the Charter & Incentive Sales division, which recently expanded with the addition of Aliette Penton as Director of New Business Development, Charter & Incentive Sales.
Penton will report to Deaton, focusing on new client acquisition, while Deaton focuses on strengthening long-standing relationships with incentive houses and corporate buyers.
Scenic Group’s growth in MICE bookings is being met with investments in fleet expansion. New river vessels like ‘Emerald Astra’ and ‘Emerald Lumi’, along with a wave of superyachts – including ‘Emerald Kaia’, ‘Emerald Raiya’, and ‘Emerald Xara’ – are purpose-built to serve the evolving needs of corporate travel planners.
Designed for small-group intimacy and high-touch experiences, these ships blend exclusivity with the flexibility today’s incentive programmes demand.
For nearly 40 years, Scenic Group has built up a portfolio of brands – Scenic Luxury Cruises & Tours, Emerald Cruises, Emerald Tours, and Mayflower Cruises & Tours.
