PHOTO: Watch the Partnership Pow Wow video of Michelle Fee interviewing Ken Muskat.

Ken Muskat, executive vice president of sales, public relations and guest services at MSC Cruises, is a veteran of the cruise industry with more than 18 years of experience. Ken is currently responsible for overseeing areas where he has been recognized for exceptional sales, marketing and leadership abilities. I sat down with him to discuss the line’s new, all-inclusive pricing structure, how to sell cruises to families and how travel agent partners play a key role in MSC’s North American growth strategy.

Michelle Fee: How has MSC Cruises committed to the North American market?

Ken Muskat: MSC Divina is returning to Miami year-round starting November 2015. In late 2017, the first of our next generation of “Seaside” class ships, MSC Seaside, will also sail year-round from Miami.

Fee: How would a travel agent sell MSC Cruises, letting customers know they have more of a European flavor?

Muskat: Throughout the global fleet, we maintain our Mediterranean-style cruise experience by offering outstanding homemade pastas, great wines, amazing entertainment and, on select ships, partnering with brands such as Segafredo Coffee, Eataly, Nutella®, Venchi Gelato and more.

Fee: How do you support travel agents as a brand?

Muskat: MSC Cruises has always operated under the philosophy that travel agents are our lifeline. Our MSC True Partnerships offers online support and sales and marketing tools: www.msccruisesagent.com. We also have a completely new booking engine — MSC Book, and have expanded our benefits, including enhanced commission opportunities, such as always paying 5 percent commission on all pre-booked and pre-paid ancillary items. We make it even easier for travel agents to upsell by offering outstanding value-adds across category experiences.

Fee: Can you tell us about your new pricing structure. What benefits does it have for travel agents?

Muskat: Our new pricing structure, called Inclusive Experiences, offers a simple way for travel agents to match their client with the experience they are looking for in four simple ways—the Bella, Fantastica, Aurea and MSC Yacht Club experiences. With Inclusive Experiences, MSC has made it easier than ever for travel agents to offer clients an experience that matches their expectations.

Fee: MSC is relatively new to the North American market. How has the support of agents helped you?

Muskat: The support of our travel agent partners has been tremendous and continues to grow every day. Travel agents have helped bring the MSC brand and unique experience to cruisers who may have never heard about MSC before. Agents are among the best and most credible brand advocates we have.

Fee: If you were a travel agent, can you tell us three ways you would grow your business?

Muskat: Agents today need to keep themselves relevant by offering clients services that a website or mobile device may not offer and focus on one-to-one relationships. The three ways I would focus on growing my business as a travel agent would be to ensure that I have a reputable customer relationship management (CRM) system, focus on my repeat and referral business, and become an expert in group business.

Fee: You have a year-round “Kids Sail Free” promotion. How does a travel agent market this to their existing customers with families?

Muskat: MSC Cruises is extremely family-friendly, offering outstanding activities in five different age-appropriate programs, so there is something for everyone. It is important to review what MSC offers for kids and families to understand the benefit of promoting our “Kids Sail Free” promotion.

Fee: What is your favorite thing to do on board an MSC ship?

Muskat: We offer a very unique activity on board MSC Divina — a wine blending class held by our onboard resident wine expert. During the class, you can choose to blend a red or white wine, then label it, bottle it and call it your own. Even if you don’t know much about wine, it is a really fun and personable activity, and it will leave you with a great memory of your cruise vacation.