BERLIN — MSC says it will roll out its new MSC for Me customer-centric technology on MSC Meraviglia, the cruise line’s first next-generation new mega-ship coming into service this June in the Mediterranean.
The company unveiled MSC for Me this week at ITB in Berlin. MSC says it envisions a fleetwide roll-out of the program, to the 11 upcoming next-generation megaships — to be built under MSC Cruises’ industry-unprecedented nearly $10 billion, ten-year investment plan — as well as to its 12 existing cruise ships.
The program will next be rolled out on MSC Seaside when the ship launches in November.
As part of MSC for Me, MSC Meraviglia will be fitted with thousands of connectivity points, 700 digital access points, 358 interactive screens and 2,244 staterooms with RFID/NFC access technology.
Key features available using MSC for Me are:
- Navigation: Digital way finder that provides guests on board with advice, guidance and information on what’s on. The technology is similar to smart maps and helps them find their way on the 1000+ foot long ships with a 16 foot precision. It also allows guests to locate their children, as needed.
- Concierge: Allows guests to easily book services, restaurants, excursions and more in real time, 24/7.
- Capture: Digital immersive discovery through Virtual Reality to preview excursions and a gallery with interactive screens showing the unique story of a guest’s trip, which they can share in real time.
- Organizer: A planning tool for guests to check in with their mobile device, book trips, seats for shows, or the best dinner table, before embarking or when on board.
- TailorMade: Digital, personal advisor that will provide tailored recommendations, based on preferences. Intelligent face recognition will help staff take care of guests in a highly personalized way. Interactive bracelets will connect guests to the ship’s services and will activate geo-located suggestions through 3,050 bluetooth beacons.
“From day one, innovation has been at the very core of what MSC Cruises stands for,” said Pierfrancesco Vago, Executive Chairman of MSC Cruises. “Each time we bring to the market a new class of ship we develop a brand new prototype, so that we can best address the evolving needs of guests. This distinct approach has led to over 800% growth over the first 10 years since we entered the cruising business.”
The length and scale of our investment plan is unprecedented in the industry, he adds. “It means that we aren’t just planning ships and experiences relevant to our cruise guests in the next few years, but to those we will welcome on board as far out as 2030 and beyond. Technology at the service of the guest experience is advancing at a rapid pace and that is why we’ve already invested about $21 million in the first two ships alone, to develop technology and infrastructure that is capable of meeting the needs of guests for years to come.”
With 170 different nationalities sailing with MSC Cruises, the challenge for communicating effectively with guests is complex, says the cruise line. “There is a need to provide relevant information based on the guest profile, and the digital channels must facilitate the effective delivery of this information.”
Additionally, MSC says its research shows that more than one in two guests are increasingly looking at customizing their vacation experience both before and during their cruise (59%), with one out of six guests (17%) claiming to do so only once they’re on-board. Nearly three quarters (73%) of guests claimed to be interested in a vacation at sea on a more connected cruise ship. MSC’s research also identified that more than two out of three guests (69%) wish to use a smartphone on board, and more than one in three (36%) uses a tablet while at sea.
In 2016 MSC Cruises welcomed onboard its ships 1.8 million guests. By 2026 the company expects to welcome over five million guests a year.