Scenic has been taken aback by the level of interest for its newest superyacht, Scenic Ikon, to the point that the luxury cruise company is recalibrating its next steps.

Slated to commence operation in April 2028, the third project in the Scenic Discovery Yachts fleet – after Scenic Eclipse I and II – was confirmed by Scenic Founder and Chairman, Glen Moroney two weeks ago in Sydney. Moroney was in the country from Europe on a multi-city showcase to promote the brand’s new 270-guest yacht that will be equipped with helicopters and submarine.

According to Anthony Laver, Scenic Group GM Sales & Marketing APAC the response from consumers and the trade for Scenic Ikon has been “phenomenal”. He says the initial response has meant Scenic has had to “recalibrate what we thought was going to be forward bookings and deposits.”

“The fact that we’ve sold out the first two departures and nearly sold out the third, our bookings into 2029 with some quite high percentages for the Med 2028/29, and Antarctica ‘29, we look at the forecast we originally put in place, and they’re all smashed, so we’re really excited.”

And there’s still a lot more to be revealed for Scenic Ikon, Laver told LATTE on the sidelines of the Luxury Travel Collection’s Global Business Owners’ Harbour Soirée in Hong Kong this week, with an elevated wellness program, new dining experiences and more destinations still to be announced for the maiden season.

Moroney chose Australia, where Scenic Group has its strongest roots, to launch Scenic Ikon to the world for good reason.

“Australia being the birthplace of Scenic and having a strong brand, [it] made sense of us to go out and test the waters in an area that we know has a strong loyalty base, a very strong brand recognition, strong travel partnerships and more importantly, we have a strong reputation for delivering all-inclusive luxury,” Laver explained. 

Scenic Discovery Yachts vs hotel brand yachts

Laver said with luxury hotel brands such as The Ritz-Carlton Yacht Collection, Four Seasons, Orient Express and Aman entering the yachting space, it’s Scenic’s all-inclusive offering that will set the brand apart.

He says these upmarket hotel brands are working off a ‘hotel base’ pricing structure, meaning the client is only paying for a hotel room as the core product, and everything else is, generally, an add-on. Such as transfers, dining, beverages, experiences, entertainment, touring, tipping and more.

“There is a quite a large menu of things that are optional extras, and that’s where we have a strong point of difference.” 

“We don’t go out and compare. We believe we have all-inclusive ultra-luxury yacht cruising in a class of its own, which differentiates us.” 

Laver adds that competition is healthy for cruising, telling LATTE: “we want them to come in to the market because it actually shows the value equation much more strongly when they’re going out offering one thing, and we’re going out offering a similar… let’s call it ‘amazing yacht experience’, but with all these extra inclusions.”

“That’s where we see is a major benefit to the brand, and the experience.”  

Polar class advantage

Another crucial point of difference between the Scenic Discovery Yachts and hotel brand yachts is the Polar Class 1A hull of the vessels. And while Scenic Ikon enables Scenic Group to increase its focus on the Mediterranean and warmer water sailings, where Laver admits there was a “gap in our portfolio,” (and where it will sail 60-70% of the year), the ice-strengthened hull gives the luxury cruise and travel company “greater versatility.”

“When you have polar class 1A, you can go into polar regions. There may or may not be ice there, but having the flexibility when you’re in the northern part of Europe to go to the Arctic, or to fjord regions where there’s a lot of floating ice, gives the ship the ability, and for us to say, that we can be completely global.” 

He notes, “When you produce a ship for a specific season and reason, then you’re stuck to that, whereas the versatility of what Scenic Eclipse and Ikon has, is that it can go to all these regions and it can still deliver these amazing experiences, both offshore, onshore and on the ship. That still is not comparable.” 

Scenic Ikon II?

Given the apparent ‘overnight success’ of Scenic Ikon’s launch, and based on Scenic’s history of building more than one ocean ship in each segment it operates, LATTE quizzed Laver when was Scenic Group planning to cut the first steel for Scenic Ikon II?

A clear flattered Laver said optimistically, “If you look at our history with Emerald, we did Azzurra and Sakara, you look at what we did with Scenic Eclipse… Let’s just see how the first Ikon goes. “

“I’m sure that if it continues as successfully as it has, then I’m confident Glen will make the announcement at the right time. But there’s nothing set in stone, because this industry is quite dynamic.” 

“We’re so delighted with the response for Ikon as it is, whether a second ship comes or not, it is going to depend on how that sells in the first six months. So stay tuned.” 

Scenic Group’s partnership with LTC

Meanwhile, Laver said Scenic Group’s partnership with LTC for the Harbour Soirée as Platinum Partner was important for the Australian-born brand. 

“Not just because LTC/Travel Associates and the Flight Centre Group are an important part of our growth, but that they really are focusing on that luxury cruise market.” 

“We are eager to develop a deeper B2B relationship with the areas of the FCTG that are growing,” he said. 

After an around the country tour to promote Scenic Ikon in Australian cities late last month, Moroney continues the global launch of the new six-star ship in Canada this week, followed by the US next week, and then the UK. Other markets, including Latin America, Asia, India and EMEA, will follow in the first quarter of 2026.