Fleet launches MSC for Me
At leading travel show ITB Berlin, MSC Cruises, the world’s largest privately owned cruise line, unveiled its fleet-wide digital innovation programme, MSC for Me.
After spending the past three years working with over 11 of the world’s leading digital, tech and behavioural science experts, among which Deloitte Digital, Hewlett Packard Enterprise and Samsung, MSC Cruises’ holistic programme puts guests at the heart of every step of the development, design and construction of its ships.
The company envisions a fleet-wide roll-out of the programme, to the 11 upcoming next-generation mega ships, as well as to its 12 existing ships.
MSC for Me will bring to the sea some of the very latest advances in customer-centric technology, in a programme designed to meet the needs of guests for years to come.
It will debut on MSC Meraviglia, the company’s first next-generation mega ship coming into service in June, which will be fitted with 16 000 points of connectivity, 700 digital access points, 358 informative and interactive screens, and 2 244 cabins with RFID/NFC access technology. The programme will next be rolled out on MSC Seaside in November.
The Cruise Business Innovation team, supporting the vision and leadership of the company’s executive chairperson, Pierfrancesco Vago, has overseen the integrated development, design and construction of the new ships.
There will be three new classes of ships built from three new prototypes under the company’s 10-year investment plan. As a result, MSC Cruises will ensure that stateof-the-art technology is fully incorporated into every step of the development process of each prototype, from conception and construction through to the coming into service of each individual ship.
Vago commented: “From day one, innovation has been at the very core of what MSC Cruises stands for. Each time we bring to the market a new class of ship, we develop a brand new prototype, so that we can best address the evolving needs of guests. This distinct approach has led to over 800% growth over the first 10 years since we entered the cruising business.
“The length and scale of our investment plan is unprecedented in the industry and it means that we aren’t just planning ships and experiences relevant to our cruise guests in the next few years, but to those we will welcome on board as far out as 2030 and beyond.
“Technology at the service of the guest experience is advancing at a rapid pace and that is why we’ve already invested €20 million in the first two ships alone, to develop technology and infrastructure that is capable of meeting the needs of guests for years to come.”
The holistic and guest-centric programme is focused on connecting guests to their desired holiday experience through cutting-edge technology that is specially engineered to meet their every need, regardless of how they prefer to use technology when travelling.
In response to increasing demand for real-time flexibility, some of the innovative features that are available from MSC for Me are: Navigation:
this digital way finder will provide guests on board with advice, guidance and information on what’s on. The technology is similar to smart maps and helps them find their way on the 300+ metre long ships with a 5 metre precision. It also allows guests to locate their children, as needed.
Concierge: allows guests to easily book services, restaurants, excursions and more in real time, 24/7.
Capture: digital immersive discovery through virtual reality to preview excursions and a gallery with interactive screens showing the unique story of a guest’s trip, which they can share in real time.
Organiser: a planning tool for guests to check in with their mobile device, book trips, seats for shows, or the best dinner table, before embarking or when on board.
TailorMade: this digital, personal adviser will provide tailored recommendations, based on preferences. Intelligent face recognition will help staff take care of guests in a highly personalised way. Interactive bracelets will connect guests’ to the ship’s services and will activate geo-located suggestions through 3 050 bluetooth beacons.
Overall, MSC for Me will provide guests with over 130 smart features geared toward a fully optimised holiday.
These include a dedicated app to help guests tailor their holidays at any point on their journey, whether they are booking their excursions prior to embarkation or a specialty restaurant while relaxing by the top-deck pool.
In 2016, the cruises welcomed on board its ships 1.8 million guests from 170 countries. By 2026, the company expects to welcome more than 5 million guests a year.
As market leader in Europe, South America and South Africa, this year marks a milestone for MSC Cruises as the company will celebrate the christening of MSC Meraviglia in Le Havre on June 3 and MSC Seaside in Miami on December 21. Two more ships, MSC Seaview and MSC Bellissima are currently under construction and will come into service in June 2018 and March 2019, respectively.