Scenic Group Appoints Adam Armstrong as Chief Commercial Officer
Armstrong most recently led Contiki Holidays as global chief executive after moving to Switzerland in 2020, following leadership roles with Silversea and Royal Caribbean.
Scenic Group has named Adam Armstrong chief commercial officer. He starts on November 1, 2026, and will lead the group’s global commercial organization from its office in Zug, Switzerland.
His remit spans Scenic Luxury Cruises & Tours, Emerald Cruises & Tours and Mayflower Cruises & Tours across the group’s international markets. The appointment follows the recent additions of Sture Myrmell as chief operating officer and Riko van Santen as chief information officer.
“Adam brings a strong track record of leading international businesses, building high-performing teams and delivering growth,” said Glen Moroney, Scenic Group’s founder and chairman. Moroney said Armstrong’s commercial experience across cruising and touring would support the group’s expansion in luxury ocean cruises, river cruises and tours.
Armstrong has more than 20 years of senior international experience in travel and cruising. He most recently served as global chief executive of Contiki Holidays, taking that role in 2020 when he moved to Switzerland.
“I am delighted to be joining Scenic Group and to be returning to the cruise industry,” Armstrong said.
Before Contiki, Armstrong became managing director for Silversea in Australia and New Zealand in 2018. He had joined Royal Caribbean in 2009, subsequently becoming vice president and managing director of Royal Caribbean Cruises in Australia and New Zealand, with responsibility for Royal Caribbean International, Celebrity Cruises and Azamara.
Earlier, Armstrong joined P&O Princess in 2001, before its merger with Carnival in 2003. He relocated to Sydney in 2004 to work as a senior market analyst at Carnival Australia. An Oxford graduate, Armstrong began his career in the UK as a product manager with TUI Travel Group.
Looking ahead, Armstrong pointed to “a range of new ships and destinations launching in the coming years.”
