MSC Cruises says UK will play ‘major role’ in ambitious growth plan

MSC Cruises’ latest senior recruit will reinforce the line’s “ambitious” strategy of driving more growth from the UK market, as more ships prepare to join its fleet.

 

Rob Scott, guest experiences and growth strategy senior advisor for the UK and Ireland, has been tasked with identifying new growth opportunities and improving the onboard offering for UK and Ireland passengers.

 

He told a Travel Weekly webcast that MSC Cruises is “well placed” to capitalise on opportunities in the UK “with new ships coming [and] this laser focus on routes to market”.

 

“The MSC brand has some fantastic strengths and my role is to immerse myself in those and look at how we can dial those up,” he said, highlighting the importance of the line’s reputation, engagement with agents, and tailoring the cruises to different markets.

 

Antonio Paradiso, international sales vice-president at MSC Cruises, commented: “The UK is a very important market for the MSC Group.

 

“We always have very high expectations, and – following the past 10 years, where every year we’ve registered double digit-growth – we do see the opportunity to continue to drive our business, to continue to create opportunities for everyone.

 

“For our amazing business partners and travel agents…there will be more ships coming our way, more destinations…and the UK will play a major role within this rather ambitious growth plan.”

 

More: Former P&O Cruises brand chief Rob Scott joins MSC Cruises

 

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MSC Cruises’ third World Class vessel, MSC World Asia, is set to debut in December – and will be followed in November 2027 by MSC World Atlantic.

 

Paradiso said the cruise line wants to maintain its European heritage but noted there is an opportunity to enhance onboard offerings on many ships to meet the requirements of British passengers.

 

“I have an amazing team in the UK and Ireland, so we want to add more people that can bring a different perspective, and maybe a different way of thinking,” he said.

 

“The idea is to continue to expand our organisation across the UK and Ireland; it goes hand in hand with the results that we achieve in this market.

 

“We keep expanding the organisation…ultimately, we want to make sure that we provide the best possible service to our travel agents, to our business partners.”

 

Paradiso continued: “Rob is more British than I am so he will definitely add value and perspective.

 

“There will be more focus on the UK, not only for the ships sailing out of Southampton, but also for certain programmes in the Caribbean and Mediterranean, where we continue to see incremental demand from the UK markets.

 

“Looking at the next 10 years, Rob will support me in identifying new opportunities for growth, also beyond the traditional channels.”

 

He hailed Scott’s “extensive” experience across a range of industries, not just the cruise sector.

 

“As we enter the next phase of growth, it is important that Rob will be working closely with me to help identify those opportunities,” he said.

 

Scott added: “The important thing for me is also the link between the brand experience and the guest.

 

“The UK cruise market is not a zero sum. It is not the success of one brand that drives it, it’s the success of multiples.

 

“There are lots of cruise brands in the UK, there are opportunities for everyone.

 

“I am immensely proud of being the lead for the UK and Irish market, so it is incumbent for me to know what our guests are saying, to experience it, to see it firsthand.

 

“The beauty of this role is that I get to work the operational team one day, take it back to [group headquarters] in Geneva the next day and work with the planning teams and make it happen in real time.”

They both highlighted the importance of MSC’s partnerships with Formula 1 and Chelsea FC, which help to attract passengers, especially new-to-cruise clients.

 

Paradiso said: “I have always tried to go beyond the usual boundaries of the cruise industry because if you want to attract new-to-cruise, you need to step outside your industry.

 

“There will always be an opportunity to do more, to add more.”

 

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