Just over a quarter of all passengers sailing on MSC Cruises’ ex-Dover sailings are from the UK, because allocation is being given to higher-spending European markets.
UK managing director Giulio Libutti said only 25%-40% of passengers on the 1,560-passenger MSC Lirica’s cruises to northern Europe are British, because the cruiseline makes more money by selling the cruises to the German and Spanish customers.
Libutti said: “We would like more British passengers on the northern Europe cruises on Lirica because next year we will have more capacity from Dover on the 2,550-passenger Opera.”
He said MSC has made several changes to the product to make it more attractive to the UK market.
For instance, British dishes such as shepherd’s pie and Irish stew have been added to the menu, as well as afternoon tea with cucumber sandwiches. A carafe of iced tea is also available at dinner on request; previously, passengers had to buy bottled water at meal times.
There are also British beers in the bars, more English films on the cabin TVs and board games such as Monopoly and Trivial Pursuit.
Libutti said prices in the UK this year are improving, with the per diem rate (per day price) 18% higher than it was in 2008, when there was a lot of discounting to get last-minute bookings, but admitted it’s still not high enough.
He said: “For 2010, the per diem price is 15% higher than 2009. That’s still lower than where I want it, but we have to be competitive and other cruiselines are being very aggressive in their pricing because of the recession.
“It puts pressure on us because we are not such a well known brand in the UK, and we only have one ship in the UK, operating out of Dover.”
To try and increase trade awareness, MSC Cruises has launched an online training programme where agents can learn about the fleet, itineraries and on-board product, including the MSC Yacht Club and spa.
Agents will have to take tests – and pass with a mark of 90% or higher – as they work through the training. Once completed, they will receive a certificate and could win a place on an educational.
Every agent who passes the training on June 16-17 will be entered into a prize draw to win a free 11-night cruise for two to northern Europe on MSC Opera, departing Dover on May 23 2010. Two runners-up will each receive an iPod nano. Register at easyasmsc.co.uk