Two years after officially launching its Australian version of river cruising in the U.S. source market, Scenic has seen the number of its U.S. passengers increase to 20% of the business, a percentage the company hopes to continue to see grow. And while Scenic faces no shortage of river cruise competition in the U.S. market, there are several differentiating factors that could help the company achieve its goal.
After a few days onboard Scenic's newly launched, 169-passenger Scenic Jasper earlier this month, it struck me that there are several things the Australian company is doing a bit differently. For one, Scenic has developed several high-tech systems that give passengers more access to information both on and off the ship.
The most notable example is the high-tech Scenic GPS devices that the company provides passengers in lieu of the wireless tour guide systems most other river cruise companies use. The Scenic version, which the company calls Scenic Tailormade, is a touch-screen device slightly larger and thicker than an average smartphone that features a menu of options.
There is a voice guide option that works exactly like the popular wireless tour guiding systems, enabling tour participants to listen to a miked guide via headphones.
Scenic Tailormade audio devices feature extensive options. Photo Credit: Michelle Baran
But beyond that, the Scenic devices also offer passengers options that the standard wireless touring devices don't have, including a selection of self-guided city tours with information about various points of interest at each port call as well as a river guide, which includes a follow-along map of the river cruise and commentary about sights along the river.
Feedback about the devices from passengers onboard the Jasper was largely positive, with many having listened to the additional commentary. Those who did said it enhanced the experience for them to know a bit more about the sights they were seeing along the river. Of course, with technology there can always be a bit of a learning curve, and for some guests using the devices required some assistance at first.
Another technology-based feature was the entertainment system in the suites and staterooms. These, too, are popular systems on many river cruise vessels, often including movies on demand, satellite TV and Internet access. But I noticed several tools on Scenic's version of this in-room system that I haven't seen before, including an Internet tracker that shows how strong a WiFi signal guests can expect along the river, fact sheets about each port call and the option for passengers to check their invoices.
There were also several informational videos available, including a tutorial about the Scenic Tailormade devices.
Another tech-driven amenity in the staterooms is drop-down balcony windows. Similar to the systems in place on Uniworld Boutique River Cruise Collection vessels, Scenic has installed windows in the balcony suites and staterooms that can be lowered with the touch of a button to create a balcony. The result is an indoor/outdoor seating area that can be used in good weather and in bad.
Customization is key
When Australians travel to Europe, they often stay longer than Americans do, in part because of the longer travel time to get to the continent. Consequently, river cruise companies that cater to the Aussie market often work to ensure that there are more options onboard for passengers who might be taking longer, two- or three-week itineraries. And Scenic is no exception, offering a plethora of options the U.S. market can take advantage of, as well, even if they're only opting for a shorter, one-week river cruise.
The Scenic Jasper’s reservation-only Italian restaurant, Portobello. Photo Credit: Michelle Baran
Since Scenic began operating river cruises in 2008, the company has had six dining options available to passengers: the main dining room, a French- or Italian-themed specialty dining restaurant, a casual lunch cafe, 24/7 in-room dining, at least one lunch offering on the sun deck (weather permitting) and La Table Rive, an invitation-only wine-pairing dinner offered exclusively to passengers in the upper-deck suites and second-deck junior suites.
Having had the opportunity to experience La Table Rive, I can say it was an extremely well-executed gourmet dining affair, complete with an impressive selection of wines and an innovative tasting menu that seemed more adventurous than the reliably tasty main dining room fare (the lemongrass creme brulee appetizer most immediately comes to mind). While there are plenty of passengers who are happy to eat every meal in the main dining room, where they certainly can't go wrong, those who embraced some of Scenic's alternative dining venues were in for a pleasant surprise and at the very least a refreshing change of scenery.
And that goes for Scenic's Free Choice excursion program, too. In addition to the blockbuster sightseeing tours that most passengers opt for, Scenic usually has one or two excursions on offer that might be a bit off the beaten path, such as the Szechenyi thermal baths in Budapest or shopping with a chef in central Vienna's well-known open-air Naschmarkt. What I like about these fun and sometimes quirky options is that they give passengers permission to bypass the must-see sights and experience a whole different side of the destination, and I loved that some people who were in Budapest for the first time opted for the baths rather than the highlights tour. Nothing like bathing with the locals to get a very up-close-and-personal sense of the destination.
Featuring a greater variety of excursions isn't unique to Scenic, as almost all the river cruise lines have been working to expand their touring options, but it is consistent with Scenic's dedication to providing passengers with choice and options. Along those lines, Scenic also offers concierge services to passengers who would like to create their own privately catered excursions.
If customized service is what passengers desire, Scenic offers butler service, which includes early-morning coffee and tea service, shoeshine service and help with making on-shore arrangements such as limousine service or theater tickets.
The Scenic Jasper’s in-room entertainment and information system. Photo Credit: Michelle Baran
Sleek, modern styling
Scenic was founded in Australia by Glen Moroney in 1986. Since the company's river cruise business launched seven years ago, it has grown to consist of a 12-vessel fleet in Europe, including its two newest vessels, the 169-passenger Scenic Opal and the Scenic Jasper.
Earlier this year, Scenic went through a complete rebranding. The Australian company that was known as Scenic Cruises in the U.S. and as Scenic Tours in Canada was renamed Scenic for both markets.
With the name change came a new logo in a modern black-and-gold color palette that was implemented on all company documentation and across the fleet. The look and feel of the Scenic Jasper's interior, anchored in a sleek color scheme of black, white and gray, seemed to capture the essence of the Scenic branding update. The vessel's uncluttered entryway is coated in white and gray marble, accented by mirrored walls and modern paintings and sculptures. The open-layout lounge features contemporary couches and modish lounge seats. In the dining room and into the staterooms, the gray-and-white trend continues alongside furnishings in geometric shapes.