Inside Ikon: Scenic Group unveils new era of ultra-luxe voyages at T.O. launch

The Scenic Group is entering an “Ikon-ic” era.

The global team behind the Australian-founded company that’s known for all-inclusive, ultra-luxury river and ocean cruises was in Toronto Monday morning (Nov. 3) to unpack the newest addition to its “Discovery Yacht” fleet, “Scenic Ikon.”

This 26,500-gross-ton ship, which will accommodate up to 270 guests in 135 all-verandah suites across five decks, ranging from 34 to 250 square metres, is set to debut in April 2028 – and yesterday’s launch, which carried the excitement and polish of a Hollywood movie premiere, gave travel advisors and industry leaders a sneak peek.

As cinematic renderings of the purpose-built expedition ship glided across a towering projection screen, Glen Moroney, founder and chairman of Scenic Group, took to a stage at the Globe and Mail Centre to share the story behind Scenic Ikon, which will join the company’s other Discovery Yachts, 2019’s Scenic Eclipse and 2023’s Scenic Eclipse II.

“I sat down with our engineers and our shipbuilding team and said, ‘What would it look like if we built the ultimate yacht for warm water and Mediterranean destinations, but [one] that still had the capability and amenities to operate in polar regions also?”

What emerged was a feat of innovation and ambition.

Every facet of Scenic Ikon’s design has been engineered to provide best-in-class experiences across vastly different destinations, whether cruising the Mediterranean, its primary base, or exploring Antarctica.

In addition to spacious and chic suites, guests will have access to 15 dining venues, expansive lounges and relaxation spaces – all within a “truly all-inclusive” environment.

What that means, in Scenic’s world, is included airport transfers, tips, Wi-Fi, personal butler service, excursions, surcharge-free dining at all restaurants, a customized in-suite minibar, and open access to an extensive selection of wines—30 varieties in total—and premium spirits, including 150 whiskies.

The ship’s 1,700 sqm, two-level Senses Rejuvenation Spa, will offer spa therapies, hydrotherapy, thermal experiences, and fitness. Access, here, is included – the only thing that isn’t are spa services, like massages.

From sea to sky

But wait until you see what happens off the ship.

Scenic Ikon comes equipped with two Airbus helicopters, and guests who take advantage of Super Earlybird offers receive a complimentary 20-minute flight.

Imagine your client lifting off in a private chopper, soaring over glaciers and taking in a bird’s-eye view of some of the world’s most remote landscapes. Yes – this could be their reality.

Additionally, newly-unveiled helicopter landings at renowned golf courses, celebrated local restaurants, and historic landmarks will feature across Scenic’s Discovery Yachts.

These one-level-up experiences are included for Chairman’s Club members, and for guests in the Penthouse and Owner’s Suites.

Zodiacs, paddle boards and kayaks are some of the other toys that guests will find on board. But why stop at experiences above the sea?

Scenic Ikon, like Scenic’s two other Discovery Yachts, also invite passengers to dive deep under water, aboard a custom-built submersible, Scenic Neptune III (a Triton AVA-9) and explore the hidden depths of Antarctica and beyond.

“These are experiences that only billionaires would typically have,” Moroney said, emphasizing that when you add everything up, the voyage offers “exceptional value.”

The company that began in 1986 as Scenic Tours, initially a provider of coach trips, and later river and ocean cruises, has come a long way.

Unpacking Scenic Ikon

Though it has Australian roots, the company is closely tied to Canada, having opened a sales office in Vancouver in the early 2000s, hiring local sales professionals who understand the market.

The expert knowledge extends to Scenic Group’s operations team.

James Griffths, general manager, ocean operations, was on hand yesterday to share technical details about Scenic Ikon, a Polar Code 6 ship with an ice class 1A Super strengthened hull.

He noted engineering enhancements like advanced stabilization features. “It can stop within its own length from full speed, and it can turn around within its own length as well,” he said.

Scenic Ikon also boasts “dynamic positioning,” Griffths went on to say.  

In other words, if the ship arrives in a remote bay, “you can literally click a button and the ship will remain in that spot using her huge, overpowered thrusters.”

Which means you don't have to drop a huge anchor onto the seabed, potentially harming marine life.

Other features of Scenic Ikon include modern battery technology – so she can go into a port, plug in, and not burn fuel – and fresh air circulation on board.  

Passengers will also be invited to go behind-the-scenes.  

“We're one of the few companies in the world that allow guests to come to the bridge at almost any time,” Griffths said. “That integrates them into the team. It makes them part of the discussion.”

“The pinnacle of discovery”

Jason Flesher, director of discover operations, called Scenic Ikon “the pinnacle of discovery.”

“They call it expedition cruising, but at Scenic, we call it a Discovery Yacht. Because it's not just what you're going to discover physically, it's what you're going to discover within yourself,” he said.

And a dedicated discovery team of 20 – biologists, geologists, historians and wildlife experts, including PhD holders, from all around the world – will be there to help lead the way.

“They’re not only going to give you deep, enriching lectures in a state-of-the-art theatre, but they're also your zodiac drivers. They're on shore, giving you a first-hand, real interpretation of the wildlife, history, and geology that’s unfolding in front of you, which makes it very incredible,” Flesher said.

Tom Goetter, Scenic Group’s vice president, oceans hotel operations, reviewed the ship’s culinary offer, which aims to “redefine cuisine” at sea.  

The 15 all-inclusive ways to dine include venues that serve fine dining Italian, steaks, seafood, salads and sushi, as well as a Chef’s Table experience.

But Scenic Ikon will also debut new culinary options, such as Textura (Spanish tapas), Summa (share-style plates), Alkemia (an open kitchen serving plant-based fare), Crustory (artisan pizzas) and poolside gelato made from local ingredients.

First two cruises are sold out

Construction of Scenic Ikon is well underway, with milestones including a steel-cutting ceremony in February 2025 attended by Croatian Prime Minister Andrej Plenković, and the keel laying in May 2025.

The Discovery Yacht remains on schedule for delivery at the end of 2027, ahead of final testing and entry into service.

The ship will then embark on its inaugural voyage from Venice in April 2028 – and the demand is strong.

Moroney shared that Scenic Ikon’s first two cruises are already sold out and the third one is 75 per cent there.

“We've sold in excess of 20 per cent of the capacity for the entire 2028 season,” he said. “The response has been absolutely amazing – and that's without talking about groups or charter requests.”

“The product, its inclusions, and the price point, has hit a very, very good nerve with the market.”

His advice to industry pros, trying to secure a spot for their clients on Scenic Ikon in 2028?

“I would suggest for them to book early,” he said.

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