MSC Curries Travel Agent Support For Huge Expansion Plan

MSC Divina in Istanbul.

When MSC Seaside starts sailing year-round out of Miami in December 2017, it will mark the beginning of a massive expansion for MSC Cruises—a company that already seen an 800% growth in capacity since 2003.

Over the next 10 years, MSC will spend $10.2 billion on 11 new ships, and is annual passenger capacity will grow threefold, from the current 1.7 million to 5 million.

It’s a huge investment, a bet that the cruise market will continue to grow. But MSC is confident, partly because of its product, but also because of trust in its trade partners, says executive vice president of sales and guests services Ken Muskat.

“We need agents’ help,” Muskat acknowledged at the CLIA Cruise360 conference in Vancouver last week. And to that end, it has a number of programs—some new, some virtually unknown—designed to help agents make sales.

Status Match
One of them is MSC’s Status Match program, which offers customers amenities they haven’t yet earned, based on their status in the loyalty programs of other vacation companies (other than airlines). It’s aimed at encouraging potential customers to give MSC a try by making them feel as welcome at MSC as they are at their usual travel partners.

The policy is part of a “continuous evolution of what we’ve been focused on for the past three years,” Muskat said. “It’s a great tool for travel agents, and it helps us bring first-timers into the industry.”

Educational programs for agents
To help travel agents better understand its evolving products, MSC hosts close to 100 agents on its ships every Saturday; “it’s key for agents to see the product,” Muskat said. Also in the works is travel agent university to help them learn about the product.

Muskat said MSC also hopes to make it more enticing for agents to book MSC cruises through a generous commission program—“a little richer than anyone else’s.” It pays 18% on groups, up to 25% on FITs, and 5% on ancillary items such as shore excursions and dining packages.

Agents also get credit for any new bookings made by cruisers while onboard an MSC ship.

Other news
 Muskat also spoke more generally about what’s new at MSC. He noted that:

—While While MSC has always been a European cruise line, and will continue to be that, it is hoping to have a bigger impact in North America. Five of its ships will eventually sail in the Caribbean, and two will sail to Cuba. MSC’s new private Caribbean island, Ocean Cay, will officially open in December 2017, will be a stop on most of its Caribbean itineraries.

—MSC’s flagship Caribbean ship, MSC Seaside, will debut with 90 suites (the most ever on an MSC ship) dedicated to the concierge-level Yacht Club. The club includes priority boarding and disembarkation, butler and concierge service, access to premium suites and restaurants, custom shore excursions, and admission to an onboard private pool. Seaside will feature three outdoor catwalks extending out over the water, terraced balcony staterooms, the longest zip line at sea, and an interactive 5D cinema—all designed to “remind cruisers why they cruise in the first place,” Muskat said.

—MSC’s other new private island, the Sir Bani Yas Island beach oasis, doesn’t necessarily mean a higher focus on the Persian Gulf, Muskat said. It is “just a way of us providing a better unique experience in that area.” The island is part of MSC “looking super-global” and creating unique experiences for its guests.