SeaDream Yacht Club has appointed James William Scott as its new trade sales director for the UK and Ireland. 

The former 30 Under 30 finalist joins the Norwegian cruise line after nearly two years at Hapag-Lloyd Cruises, where he served as sales manager for the UK and Ireland. 

“I’m honoured to take on the responsibility of continuing to grow the incredible SeaDream Yacht Club brand across the UK & Ireland. I’m excited to get started!” Scott wrote on LinkedIn on Monday, 9th February. 

“SeaDream’s approach to yachting – intimate, unhurried, and highly personal – stands apart in the market. I look forward to working closely with our trade partners to introduce more guests to a yachting experience that prioritizes time, access, and genuine connection.”

Based in the United Kingdom, Scott will “oversee all sales activity for SeaDream Yacht Club across the UK and Ireland.” His priorities include “strengthening existing trade partnerships, expanding distribution, and supporting advisors with strategic tools, training, and market-specific initiatives.”

During his time at Hapag-Lloyd Cruises, Scott focused on exposing the expedition cruise brand to the UK and Irish market, expanding its trade distribution and building stronger brand awareness across both consumer and trade audiences. He also hosted the line’s first UK and Ireland expedition fam trip, as well as a global fam trip on the MS EUROPA 2. 

Scott was also previously business manager at Cunard, sales manager at Oceania Cruises and business development manager at Norwegian Cruise Line. 

“James brings a deep understanding of the UK and Ireland travel trade, combined with a thoughtful, relationship-driven approach to sales,” said Andreas Brynestad, chief executive of SeaDream Yacht Club. “His experience across premium and luxury cruise brands, along with his commitment to long-term partnerships, makes him a strong addition to our team as we continue to grow in this important market.” 

Scott got his start in the industry in secondary school, where he specialised in tourism and travel. The Southampton native went on to travel around New Zealand for a year, before returning to the UK to join Holland America Line and Seabourn as a reservations cruise consultant. He was later promoted to international air-sea consultant and business development representative. 

Scott credits his father for always championing his career choices, telling TTG: “My dad always told me to aim for the stars. I may not reach them, but I’ll hit the top of the tree, rather than aiming for the top of the tree and only hitting the bark!”