News

MSC Cruises to launch new ultra-luxury brand

MSC Cruises is set to announce a new brand specifically designed for its four ultra-luxury vessels.

Pierfrancesco Vago, MSC’s executive chairman, said he believed the best way to promote the ultra-luxury ships was to create a separate brand, not connected with the line’s current premium offering, The Yacht Club.

He referred to the new ships as ultra-luxury when asked at the Clia conference on new Meraviglia-class ship MSC Bellissima on Friday (March 1).

MSC Cruises’ ultra-luxury vessels will come into service in 2023, 2024, 2025 and 2026.

Vago said: “Soon I will introduce another brand within the MSC Group.

“When I designed the ships I realised that what I have in my hands was no longer premium or luxury, it was ultra-luxury.

“I came to the conclusion that in order to show the features of this ship, it will have to carry a different brand.”

In November, MSC Cruises’ chief executive Gianni Onorato said the line planned to create a new brand for its luxury ships but he did not reveal where they would sit in the market.

Share article

View Comments

Jacobs Media is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.