PHOTO: MSC Cruises, which based the MSC Divina in Miami, is offering packages with different levels of inclusiveness. (Courtesy of MSC Cruises)
In an interesting pricing development, MSC Cruises is offering a variety of packages that give passengers different levels of inclusiveness. The new program lets customers decide what they want bundled into their fare - drinks, massages, priority boarding, half-price fitness classes or access to exclusive, adults-only areas.
Already introduced in most European markets, MSC Cruises said it is expanding the experience pricing to North America due to positive feedback received from guests and travel agents abroad.
"This is truly a win-win for travel agents and guests," said Rick Sasso, president of MSC Cruises USA. "Our unique model means increased profitability for travel agents and improved customer satisfaction as guests have more opportunity to customize their vacation experience based on their own personal desires."
The innovative price structure could set MSC Cruises apart from other cruise ships and garner new attention for the line, which is working to develop a following among North Americans. The Italian line has based the MSC Divina in Miami and, although it was originally billed as a year-round deployment, the ship now will spend next summer in the Mediterranean. But the company is laying the groundwork to expand in North America by beefing up its sales staff. Plus, four new ships are on order, signaling the possibility of more U.S.-based vessels.
The new pricing plan was welcomed by Vicky Garcia, COO and co-owner of Cruise Planners, an American Express Travel Representative, who also sits on the MSC Cruises USA Advisory Board.
"MSC Cruises USA's recent industry-first announcement of four all-inclusive offers is great to help grow agent profitability," Garcia said. "MSC's simplified categories will offer agents the opportunity to earn more commission by upselling pre-paid services."
It's the latest in a growing trend to adding value rather than slashing prices to sell staterooms. "We have seen this with Celebrity's 1-2-3 GO promo, Royal Caribbean International's Buy-One-Get-One-Half-Off promo and Norwegian Cruise Line's "ALL IN" package. MSC's all-inclusive packages offers added value rather than offering discounts, which benefits travel agents since the agent can earn more commission. For clients, there is the flexibility to add value into the price, while still maintaining an excellent value and experience."
The new pricing packages are called Bella, Fantastica, Aurea and MSC Yacht Club. The Bella level is what many cruisers do now - book the lowest price for interior, ocean-view or balcony staterooms and then pay separately for drinks, spa services and other extras.
The extras go up from there and are valued at up to $700.
The Fantastica Experience lets guests choose a premium location stateroom and gives them priority choice of early or late dining, 50 percent off all fitness classes and personal training, free room service delivery, and enhanced recreational activities for children including cooking and foreign language classes. As a special promotion, guests booking the Fantastica experience for seven-night or longer sailings on the MSC Divina between Oct. 18 and April 11 also receive a beverage package. This experience is available for guests booking interior, ocean-view or balcony staterooms.
The Aurea Experience includes the choice of premium locations of balcony staterooms and suites, and flexible main restaurant dining times. Additional benefits include priority boarding, unlimited alcoholic and non-alcoholic drinks, a massage and private spa consultation, access to the adults-only Top 18 sun deck, and the perks in the Fantastica experience.
The most inclusive choice is the MSC Yacht Club, the line's luxury ship-within-a-ship experience. This includes a private club with keycard access, priority check-in and check-out, butler service, a dedicated 24-hour concierge, access to the exclusive Top Sail lounge and pool, complimentary alcoholic and non-alcoholic beverages in the Yacht Club area, and access to a private MSC Yacht Club restaurant.
Travel agents will receive commission based on the cost of the package chosen. MSC Cruises will continue to pay 5 percent commission on a la carte options such as shore excursions that are pre-booked and pre-paid by guests.
The new pricing will be available for reservations starting Sept. 23 for sailings this fall. Guests who booked an interior, ocean-view, balcony stateroom, or suite prior to Sept. 23 will automatically receive the Fantastica Experience, excluding the promotional drink package offer. Travel agents interested in learning more about Inclusive Experiences, including a list of effective dates by ship, should click here.
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