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As luxury expedition cruising continues to grow, Scenic is carving out its own niche by prioritising authenticity over gimmicks, says Director of Discovery Operations Jason Flesher.

In a recent conversation with LATTE, Flesher explained that Scenic’s focus remains on providing world-class experiences without resorting to flashy or dangerous stunts, as competitors come to market with novel, but potentially risky offerings.

“We don’t want to become a gimmick,” he said. “There are operators who do things just to attract attention, but we focus on authenticity. Our guests come for real, enriching experiences, not for something that’s just for show.”

Scenic, which operates luxury expedition yachts Scenic Eclipse I and II, was one of the first companies to enter the ultra-luxury expedition space when it launched Scenic Eclipse I in 2019.

Even now, it is one of the few brands that offers both helicopters and submersibles on expeditions, allowing guests to explore destinations like Antarctica or the Kimberley coast from both above and below the surface.

This dual experience has been a major draw for guests, according to Flesher, setting Scenic apart from its competitors. “No one else has both,” he noted. “People are excited to fly over these stunning landscapes, then dive to 100 meters below to experience the life beneath.”

While some expedition operators have turned to extreme activities to attract clients, Flesher cautioned that such offerings can often overlook the safety of guests. For example, polar snorkelling can become dangerous due to the extreme cold, even when using insulated dry suits, he said.

“You’re only going to last 10 minutes in the water, and so it’s not a true experience. It’s too cold, and there are safety risks. We prefer to provide genuine, authentic adventure without putting our guests at risk.”

The safety requirements of such an activity, along with others such as heliskiing, make it an inefficient use of time and resources in Flesher’s view. “At the end of the day, we realize it’s a niche,” he said. “It’s only for a few people but will affect the entire voyage for everybody else. So let’s stick with what’s authentic and what we do best and and we’ve held to those values.”

Instead of chasing trends, Flesher pointed out that Scenic quietly innovates while maintaining a commitment to safety and quality. He highlighted its Zodiac excursions as case in point – designed to be more intimate, with fewer passengers and expert guides, allowing for a deeper connection with the destination. In tropical regions, Scenic’s custom-built shades are engineered to withstand up to 60-knot winds, ensuring comfort even in the harshest conditions.

Scenic also recently hosted a four-generation family on a cruise to celebrate a couple’s 70th wedding anniversary in Antarctica, and the team was able to make sure that everyone in the group could participate in the activities. “It was a gift they gave to all the generations, and it was life-changing for them,” he said.

Looking ahead, Scenic Eclipse I and II continue to explore new destinations and find hidden corners of places they have already visited to maintain their spirit of adventure. But it’s staying true to its values that continues to set the cruise line apart, according to Flesher.

“We always try to add different locations to make it exciting for our guests,” he said, “but it’s the authenticity of the experience that keeps them coming back.”

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