MSC New Luxury Brand Closer to Launch with Big Name Exec Appointments
Anna Kroupina, Open Jaw

MSC Group has released more information about its new luxury cruise brand in a news release Wednesday and announced five senior appointments to the new division management team, led by CEO Michael Ungerer.


MSC first announced plans for a new luxury division over two years ago.

“We’re getting ready to share our vision of luxury ocean travel with our trade partners when we will present our fleet, showcase our luxury vessels’ innovative designs and demonstrate what I believe will be a best-in-class guest experience for existing and future clients,” Ungerer said.


Michael Ungerer, CEO

The first vessel for the new luxury brand will be delivered in 2023 from the Fincantieri shipyard in Italy, with subsequent deliveries in 2024, 2025 and 2026. The first luxury ship will have a gross tonnage of 63,900 GT and feature 461 suites, all with oceanfront balconies or terraces.

The new appointments to the luxury line include:


Chris Austin, Chief Sales Officer


Chris was most recently SVP Global Sales and Marketing for four years at Seabourn Cruise Line. He previously worked for almost 20 years leading sales for the luxury brand portfolio at Starwood Hotels & Resorts.

Sarah Doyle, Chief Marketing Officer


Most recently Vice President Marketing at Bacardi Limited Europe, Sarah previously spent six years at Starwood Hotels & Resorts, where she was initially responsible for brand partnerships and then worked as Global Brand Director for W Hotels Worldwide.


Thatcher Brown, Commercial and Strategic Advisor


Thatcher most recently was President of Dream Cruises and Managing Director of Crystal Cruises Asia at Genting. He also worked for Fairmont Hotels and Resorts and the Jumeirah Group luxury hotel chain.


Sacha Rougier, Head of Itinerary Planning and Shore Experience


Sacha was Managing Director of Cruise Gate Hamburg for nearly six years. Previously, she was Business Development Manager for five years with the Port of Marseille.

John Stoll – Destination Experience Advisor


John worked as VP Land Programmes for 17 years at Crystal Cruises and was previously Director Land Programmes at Silversea Cruises.


“The leaders of the new brand bring more than 100 years of combined knowledge and expertise in the luxury, hospitality and cruise sectors,” Ungerer said. “Together they will create a luxury and lifestyle travel experience as distinct as it is trailblazing, exceeding the expectations of both discerning cruisers seeking something different, those new to cruising and nextgen lux travellers curious to start.” 

Anna Kroupina

Anna Kroupina Journalist

Anna is OJ’s newest member and she joins the team as a writer/reporter. She co-writes the daily news and covers events. Although she’s new to the industry, pursuing a career path in travel/tourism has been a goal since her first family road trip to the Florida Keys sparked a desire to discover the world and this exhilarating, fast-paced industry.

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