CAISSA Touristic Group, a leading Chinese tour operator, and MSC Cruises, the world's largest privately owned cruise line and a leader in Europe, South America, and South Africa, reaffirmed the strength of their recent strategic partnership announcement today at a joint press conference in Beijing. They unveiled details of the cruise experiences to be offered aboard the MSC Lirica, which will begin serving the Chinese domestic market from Shanghai on May 16.
The Chairman of CAISSA Touristic, Chen Xiaobing, highlighted the popularity of MSC Cruises' routes in Europe and South America and its recent recognition as the number one cruise line in Europe. Xiaobing added: “MSC Cruises' distinctive European flavor perfectly aligns with the spirit of CAISSA Touristic, which also originated in Europe. What will set this agreement apart from other traditional partnerships between China-based tour operators and cruise lines is our emphasis on, firstly, training all onboard crew to ensure that guests receive the best MSC Cruises experience and service, and secondly, tailoring the entire onboard offering to the tastes and customs of the Chinese market.”
MSC Cruises CEO Gianni Onorato added that MSC Cruises' private ownership gives the company a clear advantage in China, as it already does in other global markets.
Onorato stated: “Everything in an MSC Cruises experience, from the hospitality, cuisine, and staff to the ship's interiors, is designed and controlled in-house, with meticulous attention to quality and detail—something only a family-owned company can offer. This means we can personalize every aspect of our offering—even introducing a new Ambassador role exclusively for MSC Lirica—to meet the needs of consumers in the markets we serve.”.
“We customized MSC Lirica by leveraging the local expertise of our partner, CAISSA Touristic. Furthermore, MSC Lirica is the perfect size for customers to fully benefit from this customization, meaning she brings to market a cruise product specifically designed to meet the needs of Chinese consumers, like no one else,” Onorato concluded.
During the press conference, Mr. Onorato presented several pioneering innovations in the industry, particularly in catering, entertainment, and onboard guest service, which will guarantee Chinese customers a unique experience tailored to their tastes, from the moment of boarding until the end of their trip.
Authentic Luxury Cuisine: Partnership with Chinese star chef Jereme Leung to create menus and new restaurant concepts
In addition to a wide range of quality Mediterranean restaurants, MSC Lirica guests will find exquisite Asian and international cuisine throughout the ship, created by renowned Chinese chef Jereme Leung. Well-known in China and revered by gourmets in the Far East and around the world, Chef Leung will create an Asian fusion restaurant called Jia Yao, offering numerous specialties from across China, including his signature hot pot and other signature dishes.
Additionally, to further enhance the authenticity of the dining experience, Chef Leung will provide the chefs of MSC Lirica with specialized training in traditional cooking methods that are their specialty, while the restaurant staff will also give Jereme Leung specific training on the cuisine and clientele they will be serving.
MSC Cruises CEO Gianni Onorato said: “We are thrilled to have Jereme Leung on board for this new adventure. He has extensive knowledge of Asian cuisine, which extends far beyond the borders of China, so Leung is also instrumental in the development and delivery of other onboard menus, including the Kaito sushi restaurant; the international and Chinese buffet and La Bussola will be open 20 hours a day, serving dishes from across Asia and around the world; and there will also be a Chinese tea bar.”.
An added advantage for groups and families seeking a more intimate experience is the possibility of booking private dining options at the Ippocampo restaurant.
Non-stop entertainment: a 20-hour daily program with activities and shows for groups, families, children, and couples
Another award-winning aspect of MSC Cruises' offering is entertainment. Based on this, MSC Cruises and CAISSA Touristic have created a comprehensive program of live music and dance, fun activities, leisure, and games for all guests, whether they are groups, families, children, or couples.
During the day, there will be a wide range of social options, with activities for children, adults, and families, as well as five different kids' clubs for all ages. Parents can also play with their children in the outdoor playground or watch them from the comfort of a hammock in the shade, under one of the newly installed sun canopies on the ship. Daytime activities also include arts and crafts workshops, European history and cultural lectures, language classes, yoga, tai chi, and fitness sessions, among others.
Evenings and nights will come alive with spectacular theater shows, live music, dancers, illusionists, cabaret performers, and much more. Throughout the ship's lounges and bars, 12 musicians will perform American, European, and Chinese music. The theater will offer three nightly shows featuring magic acts, a professional tenor, dance troupes, and various other performers. Guests can also attend themed nights, such as Hollywood Night, Italian Night, or Rock Star Night, and participate in games like "Dancing with the Stars" and Karaoke Superstar.
Unparalleled service: Cruise Ambassadors to guarantee relaxation, entertainment, and discovery from beginning to end
At the press conference, Mr. Onorato commented: “MSC Lirica guests will be able to enjoy a new personal service, unprecedented in the industry. Under a unique new staff structure, we are introducing, for the first time, carefully trained Cruise Ambassadors who will accompany guests throughout their cruise.”
Onorato explained that this service was created to meet all the needs of guests aboard the MSC Lirica and to ensure they fully benefit from the wide range of relaxation, discovery, and entertainment options. To make every cruise completely stress-free, these professionals will accompany guests at all key moments, acting as hosts, guides, and information points when needed.
Cruise Ambassadors, who speak Mandarin and English, will provide information and assistance throughout the day whenever needed. These trained professionals will be fully knowledgeable about all onboard services and experiences, as well as ports of call.
One example of the "extra-mile" services they will offer is assistance to guests with restaurant, entertainment, or shore excursion reservations. If travelers wish, their Cruise Ambassador can join the group for dinner, a show, or an excursion.
“Innovations like the Cruise Ambassadors are what we believe truly make a difference for our Chinese customers, and keep them coming back to MSC Lirica,” Onorato said.
MSC Lirica will be staffed by an industry-leading ratio of Mandarin-speaking personnel, with up to 80% in some departments. Staff will be recruited and trained through China's leading schools of excellence, while managers will also have the opportunity to receive on-the-job training aboard other MSC Cruises ships.
Other highlights announced today include a large and varied casino featuring classic and Chinese favorites, as well as a private baccarat room and a sic bo room. There will also be a wide range of boutiques showcasing high-end European brands, including Gucci, Bulgari, Longines, and Tag Heuer.
More information
As announced in September, the strategic cooperation between MSC Cruises and CAISSA Touristic will be the longest-lasting and most economically significant between a cruise company and a tour operator in the history of the cruise industry in China.
MSC Lirica is scheduled to arrive at its new home port of Shanghai on May 1, 2016, after a grand 60-day voyage from Rio de Janeiro via Barcelona, Marseille, Genoa, and Dubai. It will then begin sailing mostly three- and four-day itineraries, calling at South Korea and Japan, although longer options will also be available
