Madrid (Spain), March 22, 2018. MSC Cruises, the world’s largest privately owned cruise company and the leading cruise line in Europe and South America, today unveiled another industry first with the introduction of a digital personal cruise assistant as a new feature of MSC for Me, the company’s digital innovation program.
This revolutionary new passenger service, developed in partnership with HARMAN International, a wholly owned subsidiary of Samsung Electronics Co., Ltd. and a leader in connected technologies for the automotive, consumer and business sectors, will debut on MSC Bellissima, currently under construction at the STX France shipyard in Saint-Nazaire, France.
The company also announced that MSC Bellissima, which will be MSC Cruises' next flagship, will be christened in the port of Southampton (UK) on March 2, 2019.Both announcements were made yesterday in London during the presentation of MSC Cruises' new 2019-2020 brochure to travel agents and media.
Gianni Onorato, CEO of MSC Cruises, commented: “This is yet another example of how we continually innovate to better serve the needs of our passengers, not only by focusing on current cruises but also by shaping the cruise vacation of the future. We use cutting-edge technology in a unique and comprehensive way, applying it at every stage of the development of our new ships, from conception and design to the final experience we offer our passengers. Thanks to our expertise in the cruise industry, the skill of our shipyard partners, and our exclusive collaborations with leading global experts in digital technology, such as Samsung and now HARMAN, we can introduce revolutionary technologies that offer our passengers a connected experience that enhances every aspect of their cruise.”
The virtual personal assistant for MSC Cruises passengers is an innovative, voice-activated conversational tool that uses artificial intelligence (AI) to intelligently communicate, learn, and predict passenger needs, as well as suggest helpful recommendations. This new and exclusive feature will offer passengers personalized information to help simplify and enhance their MSC Cruises vacation by answering their questions quickly and easily from the comfort of their own cabin.
Industry-leading digital innovation
MSC Cruises' digital innovation program was designed in collaboration with more than eleven of the world's leading experts in digital technology and behavioral science, including Deloitte Digital and Hewlett Packard Enterprise. This latest enhancement to MSC for Me was developed by MSC Cruises' dedicated business innovation team, led by Luca Pronzati, Director of Innovation, and HARMAN, experts in voice-activated technology who have developed audio solutions for some of the world's leading technology companies, such as Amazon, Google, and Microsoft. This new collaboration is the result of the ongoing relationship between MSC Cruises and Samsung, a partnership based on a shared goal of shaping the future of the cruise industry by introducing best-in-class connected technologies.
Sanjay Dhawan, President of HARMAN Connected Services and HARMAN CTO, commented: “Digital assistants and voice recognition technologies are transforming the way we communicate and work today. With this excellent tool, MSC Cruises will completely transform the onboard experience for its passengers. Imagine being able to get instant, personalized information, such as events happening on the cruises, entertainment options, travel updates, or simply play your favorite music with a simple voice command. HARMAN is very excited to bring this innovation to MSC Cruises.”
Unlike other home digital assistants that rely on cloud-based programs with internet-connected devices or apps, this digital tool will be designed around a ship-based solution, specifically tailored to the needs of MSC Cruises passengers. It will further enhance how passengers can access information onboard, offering a unique and personalized experience. Reflecting MSC Cruises' international reach, passengers will be able to communicate with the new digital personal assistant in seven languages: English, French, Italian, Spanish, German, Brazilian Portuguese, and Mandarin. The personal assistant will initially launch on MSC Bellissima, but will be available on all new ships in the future and is planned for the rest of the fleet.
This exclusive service is the latest addition to MSC for Me, a multi-channel digital experience designed to allow passengers to enjoy their vacation with cutting-edge technology. It includes the MSC for Me app, in-cabin connected TVs, and interactive information screens throughout the ship, among other features. MSC for Me was first introduced on board MSC Meraviglia, the award-winning sister ship of MSC Bellissima.
Southampton welcomes the beauty of MSC Bellissima
MSC Bellissima will become the fourth MSC Cruises mega-ship to enter service in less than three years since 2017, as part of a new €10.5 billion, 10-year investment program that includes the construction of 12 new ships. The model represents a further evolution of the award-winning Meraviglia prototype, as does its sister ship, MSC Meraviglia, which entered service in June 2017 and received Cruise Critic Editors' Award for "UK's Best New Ship" in 2017.
Presented as the new flagship of MSC Cruises, MSC Bellissima will be christened in Southampton on March 2, 2019 in an elegant event attended by VIP guests from around the world, as well as from the UK and Ireland.
Mr. Onorato continued, “The highlight of any new ship’s launch is its christening, a traditional maritime ceremony that holds great significance for us. For each new ship, MSC Cruises carefully selects a country and port to hold the christening. In the case of MSC Bellissima, we have chosen Southampton as a symbol of our ongoing commitment to growth in the UK and Ireland. This is a truly beautiful ship, worthy of the name Bellissima, and this christening will be a truly special moment for both MSC Cruises and the UK.”
An even better onboard experience
Each new MSC Cruises ship is designed to be something unique and distinctive, and MSC Bellissima is no exception; in addition to the new personal cruise assistant, the ship will offer new features and experiences.
Some of the most notable ones are:
- Two new Cirque du Soleil at Sea shows , exclusively available on board MSC Bellissima . The shows are currently in the creative development phase and are the result of a long-term partnership with Cirque du Soleil, the world's leading entertainment company, which will create a total of eight original productions for the four ships of the Meraviglia generation.
- The theater will offer new West End-style, while the iconic Sky LED screen, the longest that can be seen at sea at an impressive 80 meters, will delight passengers with a series of incredible animations and shows.
- The dining options on board have been further enhanced with the introduction of two new dining concepts: L'Atelier Bistrot, with terrace seating so passengers can enjoy the waterfront, and the trendy Market Street, inspired by street food stalls and serving a wide variety of tempting treats throughout the day and into the evening.
- award-winning family offering also includes some new attractions, such as the exciting Grand Canyon attraction in the water park and a wide variety of new, magic-inspired entertainment options for children of all ages. On the family deck, you'll find the DOREMI Studio Lounge, a dedicated space for all kinds of family activities; the DOREMI Tech Lab, a must-visit for tech-loving kids; and facilities designed in collaboration with family experts, such as the LEGO Group and Chicco.
MSC Bellissima will sail in its inaugural season through the popular Western Mediterranean area, while in winter it will move to the United Arab Emirates, stopping in Dubai, Abu Dhabi, Sir Bani Yas, Muscat and Khasab.
Visit the website if you would like more information about MSC Bellissima.
