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MSC Cruises planning new VIP concept
June 5, 2006

A return to two-class cruising or simply a novel way of creating a new cruise niche for itself?

This was the question asked of MSC Cruises' commercial manager (international market) Achille Staiano when he revealed details of three-deck VIP areas being designed for MSC Fantasia and MSC Serenata.

Speaking at a presentation to the UK travel trade and media marking MSC Rhapsody's inaugural call at London Tilbury on June 2, he said: 'These will operate like VIP or executive floors in hotels, with only those passengers staying there being able to access that level from the lifts and stairs.

'They will have their own restaurants, spas, pools, shops, entertainment and service staff. Although they will be able to visit all other areas of the ships, they should have everything they need on those three decks.

'We have been looking back to the days of two- and three-class liner travel and, although we don't want to recreate a two-class system because it would cause friction on board, we believe that we can add this VIP feature discreetly enough to avoid resentment from the other passengers.'

With the two 133,000gt/3,900-passenger ships not due until 2008/9, he admitted that all the details had yet to be worked out but he said that there would be a variety of accommodation - 'not just suites' on the VIP decks.

'The thinking behind this concept is that we will be able to create a premium niche within our existing product instead of having the risk and expense of creating something completely separate.

'This way is also more flexible as we can always convert the VIP decks back to normal use if we want or need to in the future.'

Staiano believes the VIP concept would work both in North America and in Europe, particularly in emerging markets like Russia.

He also said the line was unlikely to build ships any larger than MSC Fantasia and MSC Serenata but would continue to emphasise the authentically Italian nature of its product.

'Cruises on Costa ships are no longer Italian just as those on P&O Cruises are no longer British now they are both American-owned. The new Costa ships are just the same as Carnival ones with big American-style shopping malls,' Staiano added.

In fact, he said that MSC's plans to adapt its on-board product to suit North American tastes when its ships cruised out of US and Caribbean ports had largely been dropped.

Seatrade Insider

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I am surprised to hear such a direct statement:

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Ernst wrote:
I am surprised to hear such a direct statement:

'Cruises on Costa ships are no longer Italian just as those on P&O Cruises are no longer British now they are both American-owned. The new Costa ships are just the same as Carnival ones with big American-style shopping malls,' Staiano added.

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Well, someone had to say it!

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Cheers

[ 06-05-2006: Message edited by: bulbousbow ]

Cunard of course have been operating a four class structure onboard the QE2 for decades. The QM2 has just introduced an intermediate (Caronia style) gradebetween the Britannia and the Grills.

I can see MSC are going to have a marketing dilemma filling their two giant newbuilds. As I’ve said before, ‘being Italian’ may not be a big enough draw.

I am not sure how the premium niche concept will work, but at least they are leaving it flexible and able to convert it back if it doesn't; which makes me wonder if they are not sure themselves of whether it will be accepted or not.

I wonder how they will get on in the american market. When they package themselves as Italian they will need to be careful. Will their passengers think italian, in the sense that some call the Olive Garden restaurants italian?

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Originally posted by Matts:
Good luck to them but Malcolm's long standing question remains. Why pay premium to cruise mass market?

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I suppose I already know the answer:

Some people with money want the biggest suite on mass market ship so they can see the 'steerage' passengers looking on with envy. They also want to eat in the main dining room so EVERYBODY can see them on the Captains table.

If they booked Cunard ‘Queen s Grill’ class for example, they would be hidden away in there own dining room, bar and lounge, with only the rich passengers (probably richer with more class) looking on who would not be so easily impressed.

To me, the idea of having a top suite on an NCL or RCI ship is like buying a Trabant made of gold.

[ 06-05-2006: Message edited by: Malcolm @ cruisepage ]

I wouldn't pay for a cabin on one of those ships, knowing that I would be considered as a second class passenger and that the most attractive areas of the ships would be forbidden to me.

Costa may not be Italian any more, and certainly have become a standardised farcusised product, but when I look at their fares, I can't help noticing that you can have a 18m² balcony stateroom cheaper than a MSC 13m² window cabin. And looking at both brochures, I really don't see any objective reason to prefer MSC to Costa (except maybe some of Farcus works, and yes Destiny class sucks...).

Of course, I'm aware I can't have a fair judgement on MSC as I never cruised with them : the food may be astonishing, the service may be better than Costa's, etc... but their prices skyrocketed since last year and I can't help having the feeling that they are trying to look like (and to price like) if they were a premium line where as they are still offering a mass market product.

I sincerely hope that their booking levels are low and that it would make them go back to a more reasonnable (according to me) policy.

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I have not, yet, sailed Costa.. I'll let you know my opinon when I have

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Originally posted by Thad:
I also think that there are people out there who might be wealthy, but genuinely like the big ship experience more...

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