WHY IT RATES: The additions are significant in that they see the brand expand its US footprint and deepen its support for travel advisors and their luxury clients.—Patrick Clarke, TravelPulse Senior Editor
As Scenic Group continues to experience record expansion and demand in the U.S. market, the company proudly announces the appointments of Anthony Viciana as Vice President of Sales and Aliette Penton as Director, New Business Development – Charter & Incentive. These additions underscore the brand’s investment in expanding its U.S. footprint and deepening support for travel advisors and luxury clients.
“Bringing Anthony and Aliette on board represents a pivotal step in strengthening our U.S. sales force as we build on our turning the year with the most advanced bookings in our history and a record-breaking WAVE season,” said Ken Muskat, President of Scenic Group USA/LATAM. “They each bring deep expertise, respected industry reputations, and a shared commitment to delivering exceptional value to our partners and guests. Their leadership will be instrumental as we continue to meet the growing demand across our Scenic and Emerald Cruises brands – particularly as we deepen relationships with the trade distribution as well as grow in the charter and incentive space.”
Anthony Viciana, Vice President of Sales. (Photo Credit: Scenic Group)
With more than three decades of experience in cruise sales and leadership, Anthony Viciana steps into his new role at a uniquely opportune moment. He will oversee trade sales efforts across the U.S. and Latin America for both Scenic Luxury Cruises & Tours and Emerald Cruises, leveraging longstanding industry partnerships and his proven ability to build and inspire high-performing teams at Princess Cruises and Cunard Line, alongside his national accounts experience at Carnival Cruise Lines. Viciana is widely regarded for his relationship-building skills with the trade, results-driven approach, fostering accountability, transparency and team empowerment.
“Scenic Group has established a remarkable reputation for innovation, excellence, and delivering truly elevated guest experiences,” said Anthony Viciana, Vice President of Sales. “I’m honored to join at such a dynamic moment for the company and look forward to partnering with our valued travel advisor network to further strengthen our presence across the U.S. and beyond.”
Aliette Penton, who brings more than two decades of cruise industry experience, joins Scenic Group in a newly created role focused on accelerating growth within the Charter & Incentive segment. As Director, New Business Development – Charter & Incentive, she will lead proactive outreach to corporations, financial services firms, affinity networks and luxury lifestyle brands, while also identifying high-impact conferences and events to elevate brand visibility for both Scenic and Emerald Cruises.
With over 15 years of experience at cruise brands like MSC Cruises and Carnival, she brings a wealth of knowledge to the role.
“Scenic Group’s brands offer an unmatched blend of sophistication, intimacy and flexibility – making them ideal for charter and incentive travel,” said Aliette Penton, Director, New Business Development – Charter & Incentive. “The role presents a strong opportunity to establish new networking opportunities and engage new clients who are looking for high-quality experiences that go beyond the conventional cruise vacation experience.”
Both Viciana and Penton will work out of the Scenic Group U.S. headquarters in Hollywood, FL.
These appointments come as Scenic Group celebrates a decade of Emerald Cruises and prepares for significant fleet expansion. With Emerald Kaia and Emerald Astra set to debut in 2026, and new ships planned through 2027 – including the brand’s first-ever Seine River vessel, Emerald Lumi, and two next-generation superyachts, Emerald Raiya and Emerald Xara – the company continues to invest in transformative journeys and cutting-edge innovation to meet the needs of today’s luxury traveler.
SOURCE: Scenic Group press release.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
