When Scenic Group unveiled Scenic Ikon, its newest Discovery Yacht launching in April 2028, Scenic Group Founder and Chairman Glen Moroney posed a question rarely heard in luxury cruising: can a ship this lavish still be considered great value for travellers?
The question wasn’t rhetorical. Moroney believes the answer lies in how Scenic defines luxury: not through price or excess, but through experience and inclusion. The 205-metre, 26,500-gross-tonne yacht will host 270 guests in 135 all-verandah suites, pairing cutting-edge design with Scenic’s signature all-inclusive model. Every feature, from the spa to the submersible, is part of a value story crafted to appeal to guests and the agents who serve them.
Building a new kind of luxury
“I wouldn’t say it’s the easiest thing in the world to build a large luxury ship,” Moroney said. “Ultimately, if you’ve got enough money and enough time, you can do whatever you want. But can you deliver that experience to your guests at a price they can afford? That’s the real question.”
He believes Scenic Ikon answers it. “When you look at the capability, the luxury, the amenities and the inclusions of our Discovery Yachts, there’s no ship currently in the water, or even planned, that can compete on all of those things combined. We have 15 dining venues with no surcharges, over 150 whiskeys in the bar, more than 30 wines, a 1,700-square-metre spa and a complimentary helicopter flight for early bookers. It’s all included.”
Moroney added that Scenic’s control over every element of the process is what keeps that level of value possible.
“Scenic Ikon has been conceived, engineered and built entirely in-house by our team at MKM Yachts. We own it, operate it and employ every crew member on board. That gives us total control over the product and the guest experience.”
Construction milestones are already complete, including a steel-cutting ceremony in February 2025 attended by Croatia’s Prime Minister and a keel laying in May.
Delivery is on track for late 2027, ahead of its April 2028 debut voyage from Venice, now completely sold out.
From Warrnambool to world-class
Moroney reflected on Scenic’s 40-year evolution from coach tours in regional Victoria to a fully integrated cruise line with its own shipbuilding division.
“We’ve gone from running pensioner tours out of Warrnambool to building polar-class yachts. But the heart of it hasn’t changed: creating exceptional experiences that offer real value.”
Guests booking early will receive complimentary helicopter flights, while top-suite and Chairman’s Club guests will have access to exclusive landings, from heli-golfing and mountain biking to vineyard visits and cultural experiences.
“You can almost leave your credit card at home,” Moroney said.
“Everything from transfers and tips to excursions and drinks is included.”
Helicopters, submersibles and next-generation tech
The ship’s innovation list reads like a wishlist for modern explorers. Two Airbus H130-T2 helicopters will operate from a custom-built bow deck lift system, joined by a Triton AVA-9 submersible designed to take up to nine guests beneath the surface in both tropical and polar regions.
James Griffiths, Scenic’s General Manager of Ocean Operations, said Scenic Ikon will be one of the most advanced yachts at sea.
“It’s built to Polar Class 6 standards with 360-degree Azipod propulsion for unmatched manoeuvrability and battery technology that allows silent, zero-emission port operations,” he said.
“Guests will experience comfort, stability and sustainability in equal measure.”
Discovery without compromise
Director of Discovery Operations Jason Flesher described Scenic Ikon as “the next level of ultimate luxury”. He said guests will experience the world “from above, below and on the ocean, all in a single day”.
His Discovery Team of scientists and guides will lead Zodiac tours, kayaking, snorkelling and heli-hiking expeditions, while delivering onboard lectures on marine life and geology.
“We hire for personality as much as expertise,” Flesher said.
“Because it’s not just about where we take guests, it’s about how they feel when they get there.”
Culinary and wellness reimagined
Vice President of Hotel Operations Tom Goetter said Scenic Ikon will take the brand’s culinary and hospitality standards “to an entirely new level”. Guests will have access to 15 dining venues, including Textura’s global social dining, the Cristobal pizzeria, and an expanded whiskey bar with over 150 varieties.
At the centre of the ship lies the two-storey Senses Rejuvenation Spa, spanning 1,700 square metres with hydrotherapy pools, salt lounges, saunas and a vitality terrace overlooking the ocean. Every suite includes a private veranda, bespoke furnishings, and Scenic’s adjustable Slumber Bed system.
Selling luxury through value
Moroney believes Scenic Ikon proves that ultra-luxury can still represent strong value for guests, and strong potential for agents. He said its appeal lies in simplicity: a truly all-inclusive product that leaves little room for hidden extras and rewards loyalty through consistency.
Moroney said this approach aims to make the guest journey seamless from start to finish, with every element of the voyage designed to deliver clarity and consistency. By including nearly every component of the experience, Scenic ensures returning guests know what to expect and advisors can sell with confidence.
Scenic has already released its 2028–29 Scenic Ikon Collection, covering 110 ports across 21 countries. Early sailings have sold out, with strong advance demand continuing across Europe, the Antarctic and South America.
KARRYON UNPACKS: Scenic is reshaping how agents sell ultra-luxury, blending aspiration with genuine value. With strong early demand and unprecedented inclusions, Scenic Ikon positions advisors to tap into a growing segment of clients seeking luxury without limits.
