Adam Armstrong named Chief Commercial Officer for Scenic Group

Adam Armstrong has been named Chief Commercial Officer for Scenic Group, effective Nov. 1, 2026.

Armstrong is based in Scenic Group’s Zug office in Switzerland, and he will lead the global commercial organization for the Group’s brands, Scenic Luxury Cruises & Tours, Emerald Cruises & Tours and Mayflower, across its global markets.

He brings over 20 years of senior international experience across the travel and cruise industries; most recently serving as Global CEO of Contiki Holidays, where he led the business through the challenges of the pandemic and subsequently repositioned the brand for its next phase of growth.

Prior to Contiki, Armstrong was Managing Director of Royal Caribbean Group in Australia & New Zealand, followed by Managing Director of Silversea Cruises in the Asia-Pacific region, where he built extensive experience in commercial strategy, sales, marketing, revenue growth and brand development.

Glen Moroney, Chairman & Founder of Scenic Group, said: “Adam brings a strong track record of leading international businesses, building high-performing teams and delivering growth. His experience across both cruising and touring, together with his global commercial expertise, will be a great asset as we continue to expand our portfolio of luxury ocean, river and touring brands.”

As for Armstrong, he said of his appointment: “I am delighted to be joining Scenic Group and to be returning to the cruise industry. Scenic Group has an incredibly exciting platform for growth, with outstanding products and a range of new ships and destinations launching in the coming years. I very much look forward to working with Glen and bringing together the global commercial team to deliver the Group’s next chapter.”

Armstrong’s appointment follows the recent additions of Sture Myrmell as Chief Operating Officer and Riko van Santen as Chief Information Officer, further strengthening Scenic Group’s global leadership team as it enters its most significant phase of growth in decades.