Can MSC redefine the cruise game with four new ultra-luxury ships?
Fast-growing rival plans four vessels to challenge industry giants such as Silversea Cruises, Seabourn Cruise Line and Regent Seven Seas Cruises
The battle for well-heeled cruisers is about to heat up.
Fast-growing MSC Cruises has revealed plans to add a new “ultra-luxury” division that will compete in the space currently dominated by such lines as Silversea Cruises, Seabourn Cruise Line, and Regent Seven Seas Cruises.
The Swiss-based cruise operator said it had signed a memorandum of agreement with Italian shipbuilder Fincantieri for the construction of four luxury cruise ships that will roll out between 2023 and 2026.
Costing more than €2 billion (US$2.3 billion) in aggregate, the vessels will measure approximately 64,000 gross tonnes and feature 500 cabins, the company said.
Until now, MSC has focused on the mass market side of cruising with giant, resort-like ships that compete on price and amenities with the giant vessels operated by the likes of Royal Caribbean and Norwegian Cruise Line. It currently operates a fleet of 15 ships, with 10 more big vessels on order.
Still, MSC has dipped a toe into the luxury cruise market in recent years with the construction of high-end “ship-within-a-ship” luxury complexes at the top of its mass market ships. The complexes, called MSC Yacht Clubs, feature high-end cabins, butler service, private pool areas and other luxury touches. They sell for a premium price and have been in strong demand, according to MSC executives.
“It is off the back of the great success of our ship-within-a-ship luxury concept that our guests asked us to enter into the ultra-luxury segment, as a natural evolution of the MSC Yacht Club,” MSC Cruises executive chairman Pierfrancesco Vago said in a statement accompanying Thursday’s announcement. “These ships will be able to offer unique itineraries, thanks to their size, and the guest services will be taken to another level.”