Scenic Group appoints Shane Lewis-Riley as director of trade sales and partnerships | News
Scenic Group, which includes 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 driving increased revenue through strategic partnership opportunities.
Lewis-Riley joins Scenic Group at a pivotal time as the company enters a significant phase of growth. In celebration of its 40th anniversary, Scenic Group is embarking on its most ambitious fleet expansion in almost a decade, with nine new river and ocean vessels due to enter service between 2026 and 2028. This investment will further strengthen the company’s presence in the European and Asian markets while responding to the industry’s increasing demand for highly personalized, small-scale, ultra-luxury experiences.
Based in Manchester, Lewis-Riley will become part of a newly formed UK leadership structure designed to support this next phase of growth. He joins recently appointed marketing directors Laura Gerrard, formerly of Merlin Entertainments, and Jane Witherington, formerly of 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.
Lewis-Riley previously held positions at Virgin Voyages and P&O Cruises. He was most recently director of trade distribution at Titan Travel.
Nichola Absalom said: “We are very excited to be putting together a team that will take the UK business to the next level. Shane’s extensive 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 see growing demand for alternative, niche and more personalized cruise experiences, and Shane’s expertise will be key in helping us capitalize on this momentum. I can’t wait for him to join an already high-performing team as we take things to the next level.”
Lewis-Riley said: “I’m thrilled to be joining 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 is a wealth of potential for agent partners to grow their business with us.”
For more information visit scenic.co.uk / emeraldcruises.co.uk,
