Lewis-Riley, who will take up his new role on 15 June, will lead the group's trade sales team, working closely with trade partners while also driving new ideas and generating business through strategic partnership opportunities.

The group said Lewis-Riley joins at a "pivotal time" as the business enters "a significant phase of growth" while celebrating 40 years of operation. It added nine new river and ocean ships are set to launch across both its Scenic and Emerald brands between 2026 and 2028.

This investment will further strengthen the company’s presence across European and Asian markets, while responding to growing demand for highly personalised, small-scale ultra-luxury experiences in the sector, Scenic said.

Based in Manchester, Lewis-Riley becomes part of a new UK leadership structure designed to support this next stage of growth. He joins alongside recently appointed marketing directors Laura Gerrard, formerly of Merlin Entertainments, and Jane Witherington, previously with 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.

'Wealth of potential'

Absalom said: “We're really excited to be building a team that will take the UK business to the next level. Shane’s vast 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 are seeing growing demand for alternative, niche and more personalised cruise experiences, and Shane’s expertise will be key in helping us capitalise on this momentum. I cannot wait for him to join an already high-performing team as we take things up another level.”

Lewis-Riley added: “I’m thrilled to join the 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’s a wealth of potential for agent partners to grow their businesses with us."