A North Sea sailing aboard MSC's new, Meraviglia-class ship Euribia in SEP revealed how it deftly navigates smaller ports that might be out of reach of larger mega-ships that carry more than 5,000+ passengers. Making its way from Copenhagen and then up through the narrows of Norway’s fjords, MSC Euribia brought its guests, including this Open Jaw correspondent, up close to the breath-taking cliff sides, cascading waterfalls and tiny villages that dotted the coast, for this North Sea itinerary. The ship was made for these landscapes and coastlines.
On board, entertainment ran the gamut from Cirque du Soleil style shows to theatrical covers of rock and roll classics to magic shows. For days at sea, there’s plenty to do for kids and kids at heart, with a water park at sea, a bowling alley and a basketball court and virtual arcades.
Launched in JUN 2023 in Copenhagen, MSC Euribia’s artfully painted #savethesea hull makes it unmistakable, and it will spend much of its time in the waters of Northern Europe and Scandinavia.
My experience on board the newest ship for the fast-growing cruise line inspired a lot of questions about MSC's growth and its strategy in the Canadian market. Ian Patterson, country manager and director of business development, MSC Cruises Canada, was happy to explain.
Open Jaw: MSC Cruises continues to build its fleet at a fast pace; can the company sell cruise holidays as fast as it can build its ships?
Ian Patterson: The cruise industry has returned in 2023 and we expect significant growth in 2024 as Canadians continue to travel at record levels. Our advantage is that we operate our ships geographically across the globe and do not focus on only a few markets. We are steadily introducing new ships with more itinerary options to meet the strong demand for cruise travel. Our next ship, MSC World America, is scheduled to launch in 2025 and will feature an elegant European design with American comforts to speak to all guests who will join us from all over the world.
Open Jaw: Many cruise lines are sticking with new builds of nearly-identical ships, but it seems that MSC is introducing varying designs.
Ian Patterson: We see our ships as an extension of the destination. Onboard, our guests can expect to find a European influence for example, in our food and wine selection, but they will also find North American influences in the entertainment programs and onboard ambience. With itineraries across the world including Europe, the Caribbean and in North America, including in Eastern Canada, our guests expect our ships to reflect the destinations they are visiting, but more importantly, to be innovative and best in class with exceptional customer care. Our ships were designed to appeal to guests of all ages and backgrounds with unique amenities such as the Aurea Spa for those focused on wellness and relaxation and the many kids’ clubs featuring LEGO and Chicco to entertain kids of all ages.
Open Jaw: Pierfrancesco Vago, executive chairman of MSC Cruises and its chief ship designer has been quoted as saying MSC's goal is to expand in US/North America. Are you gaining market share and traction?
Ian Patterson: Our goal in Canada is to spark more interest and help people experience our unique way of cruising. Our commitment to the Canadian market is shown by the fact that we have close to 40 employees working hard for the Canadian trade. We expect this number to increase next year. Canadians love cruising primarily in the Caribbean followed closely by cruising in the Mediterranean. Canadians gravitate toward a more international feel, and choose our Fly&Cruise program, which provides guests with a complete travel solution, including non-stop flights, one checked bag, dedicated transfers between the airport and MSC Cruise ports as well as the popular all-in drinks and WIFI package. They particularly love the 7-night itineraries.
Open Jaw: And is MSC Euribia, which is lovely, purpose-built for the European market and families in mind, or is it geared a bit more toward North American sensibilities?
IAN: MSC Euribia is built for the future and is the most energy-efficient cruise ship ever. She was designed with an international guest mix in mind, which can be seen from the food offerings in the 10 unique dining venues to the array of enriching entertainment experiences, including seven theatrical productions in the Delphi Theatre as well as live music from one of the largest big bands at sea. Unique features include the LED Dome at Sea, the longest indoor promenade featuring specialty shops and restaurants, the exclusive Thermal Area located inside the MSC Aurea Spa for guests focused on wellness and relaxation and Yacht Club, MSC Cruises ‘ship within a ship’ concept for the discerning traveller looking for the ultimate luxury cruise experience.
Open Jaw: And has MSC Euribia been doing well in pre-sales in Canada? And, how do you work with agents and advisors to give them incentive to sell MSC cruises?
Ian Patterson: Being the only major cruise line with an office in Canada, we continue to establish our presence in Canada by having direct and consistent conversations with travel partners and agencies. We have developed quite a number of new strategic partnerships and have Business Development Managers across the country who continue to lead relationships with trade partners. We are hosting journalists, travel writers and key influencers as these stories are extremely valuable in telling our story. We also focus quite a bit on digital marketing, maintaining streamlined communication with travel agents through direct emails, informing them about current promotions and incentives. [Our model] is a percentage structure.
Open Jaw: You’ve told us that MSC Euribia is the most energy-efficient cruise ship ever. Does sustainability resonate with Canadian clients?
Ian Patterson: Canadians, specifically millennials, are focused on sustainability and appreciate the efforts of the company to achieve net zero emissions by 2050. The company has invested heavily in environmentally friendly ships and in its operations – from alternative biofuel engines to waste management and water treatment. We recently won the Seatrade Cruise ‘Sustainability Initiative of the Year’ award for running MSC Euribia with net zero emissions during its maiden voyage from its shipyard in Saint-Nazaire to its naming ceremony in Copenhagen in June.
More information about Euribia and MSC is available on MSC's website.
