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MSC Cruises’ CEO Reveals Plans to Establish Brand in U.S.

MSC Cruises, which is coming back to the United States when MSC Divina returns to Miami in November, is aiming to carve out a niche in the market rather than become a major player, according to its CEO.

June 26, 2015

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​Speaking exclusively to Cruise Critic, CEO Gianni Onorato said the line was looking to carry "a couple of hundred thousand" passengers across two Miami-based ships -- MSC Divina and new ship MSC Seaside -- by 2017/2018.

He acknowledged that the company needed to change its philosophy to succeed with Americans on its second push into the country.

"We need to get there with a different proposal," Onorato said. "And we will be doing that by improving the brand, investing in the organization and investing in the product."

When asked, Onorato said MSC was considering basing a ship out of New York "before 2022" -- when the last of the line's newbuilds are complete.

Here are some of the specific steps MSC will be taking to appeal to Americans:

Improve the brand: A TV campaign has just been launched in the U.S. which will explain what MSC stands for both literally and figuratively, i.e. 'a Mediterranean experience'.

Investment: The line is investing in its sales forces on both coasts as well as training for cruise specialist agents. It will also re-launch its website to consumers, adapting it to the U.S. market and making it easier to book.

Product: The line will be christening a brand new ship, purpose built for the U.S./Caribbean market in Miami in November 2017. The 154,000-ton, 4,140-passenger ship MSC Seaside, is designed for warm weather, with a huge amount of outdoor public space as well as terraces for all restaurants and bars. It is designed to look like a Miami condo, and appeal to a young, hip contemporary market.

It will also have an MSC Yacht Club, a high-end, exclusive space designed to attract premium cruisers.

The line has also pledged to upgrade the terminal where MSC Seaside will be based, improving the luggage carousels, the seating, and flooring and overall structure in time for the launch of MSC Seaside.

"We are offering a uniqueness in the market and we have got to show our spirit -- our 'elegant Mediterranean side' and move away from being 'too Italian'," Onorato added.

Cruise Critic members heavily criticized MSC Divina during its first stay in Miami for just that. The line did little to adapt it to the North American market and members found it markedly Italian in everything from decor and cuisine to service, languages spoken onboard and the number of smoking areas.

MSC withdrew the ship this summer to concentrate on the Mediterranean, but changed its mind about the redeployment. Divina will return to Miami in November 2015.

The line has taken on the key criticisms leveled at the ship first time round -- poor food, poor entertainment and poor service -- and addressed them, Onorato said.

"We carried forward the legacy of the past when we first based Divina out of Miami," said Onorato. "The ship was still geared towards a European market, with about 50 percent addressed to the U.S. market.

"We put together a travel advisory board of the most important travel agents in the U.S. and we've listened to their feedback, advice and suggestions."

As regards service, MSC has made three key senior officer appointments -- a new Captain, a new hotel manager and a new cruise director -- as well as employing a new, mainly Filipino crew.

As regards food, Onorato said: "We feel we've made huge improvements in food, with more menus geared towards North American tastes."

The line has also moved toward big budget, international shows that cut across language barriers.

"We're getting the first good results from this investment, but we are always looking to improve."

Sales for the inaugural summer 2017 cruises for MSC Cruises' MSC Meraviglia, its first next-generation ship, went on sale today (June 22).

Sales will initially be open just to MSC Club members, with the ship going on general sale on July 5.