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February 11, 2026

Scenic Group ushers in a new phase of its loyalty strategy with the launch of Scenic & Emerald Rewards, the global program that brings together the former Scenic Club and EmeraldEXPLORER into a single integrated platform.

The objective is clear: to offer guests a simpler, more transparent and rewarding system that recognizes and rewards loyalty across the Group’s full range of luxury experiences, from ocean yacht cruises and river voyages to fully escorted land tours.

The new program is the result of a careful analysis of feedback from travelers and travel advisors, with the aim of making the membership experience more seamless and the benefits more tangible. With Scenic & Emerald Rewards, all status points accumulated under the previous programs are consolidated into a single balance. Each member now has one account, with a more streamlined system for earning and redeeming benefits on every new booking.

The program remains complimentary for returning guests after their first journey and introduces a four-tier structure—Gold, Diamond, Emerald and Chairman’s Club—with revised thresholds and enhanced benefits. Tier progression is designed to deliver increasing recognition, exclusive privileges and an ever more personalized experience. According to Glen Moroney, Founder and Chairman of Scenic Group, this represents a significant evolution: few companies in the industry can offer members the opportunity to earn status points by traveling by ocean, river and land in more than 100 countries across all seven continents.

The most significant innovation is the introduction of the MyRewards feature, which assigns concrete monetary value to loyalty. Members earn 1% of the value of eligible new bookings as real monetary credit, redeemable toward future Scenic and Emerald cruises or land journeys. This goes beyond symbolic perks or experiential privileges, providing a measurable benefit that directly reduces the cost of a subsequent trip, making the program even more compelling for frequent travelers.

Scenic & Emerald Rewards members can access a range of benefits designed to enrich the overall experience, including priority access to new itineraries before their official launch, invitations to exclusive events, private transfers or airport hotel stays on selected itineraries, complimentary hotel nights on longer journeys, and priority services on board.

All current members have been automatically transitioned to the new program. In cases where previous tiers were consolidated, members have been assigned to the equivalent or higher level, with an upward adjustment of status points to ensure that existing benefits are maintained and, in some cases, enhanced.

With Scenic & Emerald Rewards, the Group takes a decisive step toward a more modern and integrated loyalty model aligned with its luxury travel offering. The unification of the programs and the introduction of a real monetary credit provide a tangible response to guests’ expectations for greater transparency, simplicity, and meaningful recognition.

In an increasingly competitive market, loyalty is not merely rewarded; it is elevated as an integral part of the travel experience. Scenic and Emerald thus strengthen their connection with their global community, offering not only exclusive itineraries but also a structured program that supports travelers over time, journey after journey.

Don’t miss news, updates, and reviews of Scenic Cruises and Emerald Cruises on Cruising Journal, featuring photos, videos, and special cruise offers.

Giorgia Lombardo

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