JUST SIX MONTHS after joining Saudi Arabia’s AROYA Cruises, former Carnival Australia president and Journeys Beyond chief operating officer Sture Myrmell has been appointed COO at the Scenic Group.
In March Mr Myrmell was recruited as president of the Jeddah-based AROYA, owned by government-backed Cruise Saudi, which operates its eponymous 150,695 GT vessel focusing on the Arabian market, carrying up to 3,362 passengers and 1,600 crew. However, operations this year have been curtailed by the Middle East turmoil.
Scenic Group says Mr Myrmell’s appointment reinforces the group’s executive leadership team as it progresses “one of the most significant growth periods in ship expansion during its 40-year history".
"His appointment follows the recent arrival of Riko van Santen as chief information officer, strengthening our commitment to the adoption of advanced technology across the whole business," the company stated.
Based in Scenic Group’s Zug office, Mr Myrmell is to lead global operations across the Scenic and Emerald Cruises’ portfolio of luxury river and ocean cruising, and land journey products, Scenic said.
“He brings extensive international cruise and travel leadership experience, having held senior positions with some of the industry’s most recognised brands, including Cunard, Seabourn, Princess Cruises and P&O Cruises Australia," the company stated.
He later served as president of Carnival Australia, and Carnival UK, as chief operating officer at Journey Beyond, and recently as president of Aroya Cruises.
“Sture brings in-depth knowledge across operations, commercial strategy, guest experience and market development, with a career defined by leading complex international businesses and driving growth across global travel brands," the company said.
"Scenic Group has built an exceptional reputation for innovation, quality and delivering truly memorable travel experiences," Mr Myrmell said.
"I am delighted to be joining the business at such an exciting time and look forward to working with our global teams to build on this strong foundation. There is a significant opportunity to further strengthen operational excellence while continuing to deliver the elevated guest experiences that define Scenic Group’s brands."
Scenic Group founder and chairman Glen Moroney said Sture Myrmell’s appointment represented an important step to build on the Group’s continued growth.
"Sture is one of the most experienced and highly respected leaders in the global cruise industry. His depth of operational expertise, commercial acumen and proven ability to lead international teams will be invaluable as Scenic Group continues to expand its luxury yacht and river cruise portfolio," Mr Moroney said.
"His appointment, alongside the recent addition of Riko van Santen significantly strengthens our executive leadership team. Together, these appointments reflect our continued investment in the people, capability and innovation required to support the next stage of Scenic Group’s global growth."
Scenic Group’s strengthened leadership team comes as the company advances one of the most significant capacity expansion programs in its 40-year history across its Scenic Luxury Cruises & Tours and Emerald Cruises & Tours brands.
The extensive pipeline includes the recently launched Emerald Kaia luxury yacht and Emerald Astra Star-Ship, operating on the Rhine, Main and Danube rivers. In 2027, Scenic Group will launch Emerald Lumi on the Seine River, Scenic Aura on India’s Hooghly River and the new luxury yacht Emerald Raiya.
The expansion will continue in 2028 with new Scenic ships on the Mekong River, followed by Emerald Xara, the first Emerald Cruises ocean vessel to sail in the Asia-Pacific region, culminating in the inaugural season of Scenic Ikon in the Mediterranean and Antarctica.
Scenic Group says it is uniquely positioned to deliver this global growth through its vertically integrated model of designing, building, owning and operating its ships, supported by its specialist shipbuilding division, MKM Yachts.
Scenic added that he brings in-depth knowledge across operations, commercial strategy, guest experience and market development, with a career defined by leading complex international businesses and driving growth across global travel brands.
The press release added that van Santen brings more than 25 years of global leadership experience in technology and digital transformation across the international hospitality sector.
Formerly chief information officer at Kempinski Hotels, he will lead Scenic Group’s technology strategy to support business growth, digital innovation, cybersecurity and data-led decision-making.