MSC Cruises unveiled its new global onboard digital innovation program, MSC for Me, at ITB Berlin. The company plans to expand the program onboard its next 11 new-generation ships, which will be built as part of an unprecedented €9 billion ten-year investment plan.
MSC for Me will bring the latest customer-centric technology to the sea with a program developed to understand passengers' needs in the coming years. It will debut on MSC Meraviglia, the company's first next-generation ship, which will enter service in June and sail weekly from Barcelona starting June 9. It will feature 16,000 connectivity points, 700 digital access points, 358 interactive information screens, and 2,244 cabins with RFID/NFC technology. The program will also be implemented on MSC Seaside in November.
MSC Cruises' Business Innovation team has overseen the comprehensive development, design, and construction of the new ships. The ten-year investment plan includes the construction of three new classes of ships, each based on a prototype. As a result, MSC Cruises ensures that state-of-the-art technology is fully integrated into the development process of every prototype, from the cutting of the first steel to the ship's entry into service.
MSC Cruises CEO Pierfrancesco Vago commented: “From day one, innovation has been at the heart of what MSC Cruises stands for. Every time we launch a new ship, we develop a prototype so we can better address all of our passengers’ needs. This differentiated approach has resulted in 800% growth during the first decade of our entry into the cruise business.”
Mr. Vago added: “The size and scale of our investment plan is unprecedented in the industry. This means we are not only planning to build ships and experiences relevant to our passengers in the coming years, but also for all those who will come in 2030 and beyond. Technology serving the passenger experience is advancing rapidly, which is why we have invested €20 million in the first two ships, to develop the technology and infrastructure capable of meeting the needs of the coming years.”.
Passenger needs have led MSC Cruises to invest in MSC for Me, directly shaping the cruise experience of the future. Research conducted in collaboration with Deloitte Digital has identified a number of key findings:
- Technology should help our crew provide an even better service to our passengers than we do now, while also enriching human contact.
- With 170 different nationalities sailing with us, the challenge of communicating effectively with passengers is complex. There's a need to provide relevant information based on the passenger's profile, and digital channels will facilitate this exchange of information.
- Simplifying and optimizing time planning, before and during the trip, to help passengers learn about available offers long before their trip begins.
- Enhancing the experience beyond "life on board" by integrating the passenger experience before and after the cruise as a fundamental part of the journey.
Furthermore, the research showed that over half of passengers are looking for personalized vacation experiences both before and after their cruise (59%), while 17% want them only while on board. Nearly three-quarters (73%) of passengers expressed interest in a more connected cruise ship vacation. The research identified that two out of three passengers (69%) would like to use their mobile phones on board, and 36% use tablets while cruising.
In response to the increased demand for greater real-time flexibility, some of the innovative new features available in MSC for me are:
- Navigation: This digital meeting point will provide passengers with tips, information, and guidance on what's happening on board. Similar to smart maps, the technology helps passengers find their way around these ships, which are over 300 meters long, with an accuracy of up to 5 meters. It will also help passengers locate their children, if needed.
- Concierge: allows passengers to book services, restaurants, excursions, and more in real time, 24/7.
- Capture: digital immersion to discover, through virtual reality, a preview of available excursions and a gallery with interactive screens showing the passenger's journey story, which they can then share in real time.
- Organiser: a planning tool to check in with your mobile phone, book excursions, onboard shows or the best table for dinner, before boarding or once onboard.
- TailorMade: a personal digital assistant that will provide customized recommendations based on preferences. Intelligent facial recognition will help staff provide highly personalized passenger care. Interactive wristbands will connect ship services and activate geo-located recommendations via 3,050 Bluetooth beacons.
In 2016, MSC Cruises welcomed 1.8 million passengers from 170 countries aboard its ships. By 2026, the company expects to have more than 5 million passengers on board each year.
As the market leader in Europe, South America, and South Africa, this year will be a milestone for MSC Cruises as the company celebrates 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 enter service in June 2018 and March 2019, respectively.
