INTERNATIONAL. MSC Cruises will debut a host of cutting-edge, customer-focused technological features on MSC Meraviglia in June, as part of a €9 billion digital-focused investment plan.
The vessel has been described as a “next-generation mega ship” and will be fitted with 16,000 points of connectivity, 700 digital access points, 358 screens, and 2,244 cabins with radio frequency identification/near-field communication (RFID/NFC) technology.
MSC’s investment in technology was undertaken to improve guests’ on-board experience and it will give access to excursion previews using virtual reality, smart maps and digital booking services, as well as other innovative features.
“Technology at the service of the guest experience is advancing at a rapid pace and that is why we’ve already invested €20 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.”
The cruise company said changes have been made to help create a “fully optimised holiday experience”, including the provision of an app that will allow guests to book services and tailor their trip accordingly before and during their voyage.
The new-look Meraviglia is the result of ‘MSC for Me’, an ongoing digital innovation programme involving the cruise company and some of the world’s largest technology businesses including Deloitte Digital, Hewlett Packard and Samsung.
MSC explains ‘MSC for Me’ According to MSC, the innovative features available from ‘MSC for Me’ include: Navigation: this digital way finder will provide 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 300+ metre long ships with a 5 metre precision. It also allows guests to locate their children, as needed. |
MSC Cruises Executive Chairman Pierfrancesco Vago said: “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 ten years since we entered the cruising business.”
Each of MSC’s 12 existing ships and the 11 “next-generation mega ships” set to be built over the coming ten years will be designed with the new technology, based on the programme’s research findings.
The digital upgrades will next be rolled out on MSC Seaside in November, then MSC Seaview in June 2018.
Vago added: “The length and scale of our investment plan is unprecedented in the industry and 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 €20 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.”
MSC’s onboard technological improvements and focus on digital has been driven by customer research which was carried out in partnership with Deloitte Digital. The survey results suggested guests wanted the cruise company to use technology to offer relevant services based on individual passenger profiles.
Additional research identified that 69% of consumers wish to use a smartphone onboard, and 36% claim to use a tablet while at sea. Much of the technology integrated into MSC’s fleet will improve guests’ connectivity and capacity to use their own digital devices.
MSC Cruises’ Chief Innovation Officer Luca Pronzati commented: “This journey started three years ago and today guests are less than 90 days away to experience a whole new cruise experience.
“Together with over 11 of the world’s leading digital, tech and behavioural science experts […] we are bringing some of their latest and most-advanced solutions and technology on board our ships – in fact, this is where most of these will be available for the first time ever on a cruise ship.”
He added: “Like smart, connected cities, but with the added complexity of being at sea, our fleet will demonstrate MSC Cruises’ commitment to true innovation today and for years to come, making our ships a holiday destination in their own right.”
