Scenic Tours has a brand-new name.
Originally founded in Australia in 1986 as a coach tour operator by Glen Moroney, Scenic has been a staple of land tours in both Australia and Canada for decades. Since then, the company has expanded into river cruising with its ultra-luxurious and trendsetting Scenic Space Ships, and has even opened dedicated offices in the United States in an increased effort to woo American travellers.
“We started out in Australia as a very different company 29 years ago. Today, we’re a global company, with a unique perspective on all-inclusive luxury travel,” said Scenic Chairman Glen Moroney. “In that time we’ve come to define who we really are. We’ve also learnt so much about our business, and about how to improve our guests’ travel experience. Our offering is now much more tailored. Our experiences have become unique, handcrafted events. And, above all, we now have a much clearer idea of our mission – to help our guests discover the incredible wonder in the many locations we visit.”
Now, after a 12-month search to determine how to best position the company, the consensus was that the brand was strong – it just needed some tweaking. As a result, Scenic Tours is now simply Scenic.
Along with the new name comes a new logo, revised marketing material, and signage aboard Scenic’s branded motorcoaches and river cruise ships. This new branding can already be found across Scenic’s fleet of Space Ships, including the just-launched Scenic Jasper, which our own Ralph Grizzle was present aboard earlier this month.
Also part of the Scenic family is Emerald Waterways, which began operations just last year as Scenic’s more accessible, casual river cruise arm. I sailed aboard Emerald Star last summer, and was pleased with what I saw – classy, intimate ships with plenty of innovative features to like.
If anything, Scenic has worked every bit as hard to build their river cruise operations up to the already high standards of its land tour products. For consumers, the name is now even easier to remember.
More information on Scenic and its European river cruise fleet can be found by viewing our company profile here on River Cruise Advisor.