MSC Cruises wants to make the "Big Two" in the United States a "Big Three." The cruise line has been investing heavily in the U.S. and has steadily added bigger and better ships to the market.
The company, which has a larger footprint in Europe, has not had completely smooth sailing as it tries to find the right recipe to delight Americans. For much of the post-pandemic sailing period, MSC Cruises has been a value brand even though it does not market itself that way.
Related: Royal Caribbean, Carnival, and MSC all make a key pricing change
Cruises on MSC ships sailing out of Miami and Port Canaveral have often sold at lower prices than Carnival (CCL) and Royal Caribbean (RCL) sailings on similar ships.
In addition, MSC Cruises sells affordable packages with alcoholic drinks and WiFi included which can be very enticing.
The cruise line has faced complaints about its food, service, and entertainment, but all three have steadily improved. It's likely that will continue to be the case when its newest US flagship, MSC World America, begins sailing in April 2025.
That ship, without the cruise line directly saying it, is MSC's answer to Carnival's Excel Class and Royal Caribbean's Oasis and Icon class. MSC Cruises has been making a big play for the families that are the core passengers for its two big rivals.
The growing cruise line is not shy about making its intentions clear.
"MSC World America, the latest World Class ship in the MSC Cruises fleet, will redefine family cruising with new activities and never-before-seen spaces, including new programs and facilities developed in partnership with the Lego Group," the company shared on its website.
MSC has the resources to power its ambition. It is owned by Swiss-based Mediterranean Shipping Co., the world's largest operator of container ships. The parent company is controlled by Italy's Aponte family.
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Kids and families are an MSC focus, and it's not surprising that a member of the World Class line, MSC World Europa, actually claimed a key title that Royal Caribbean previously held.
Image source: Daniel Kline/TheStreet
Royal Caribbean plans to take back its crown
First, it's important to note that while there have been some rumors that MSC Cruises wants to take the "world's biggest cruise ship" title from Royal Caribbean, that has not happened. It has been reported that MSC has been talking to shipyards about building a ship larger than Icon of the Seas, the current title holder, but at the moment those plans are just theoretical.
MSC Cruises, without much fanfare, took the title of "world's largest dry slide" from Royal Caribbean, which offers the "Ultimate Abyss" dry slide on every Oasis-class ship except for Allure of the Seas. The slide, which first appeared on Harmony of the Seas in 2016, takes passengers from Deck 16 to the Boardwalk on Deck 6.
It may not have been intentional, but MSC Cruises copied the dry slide concept and actually currently has the longest dry slide at sea.
"MSC Cruises' World Europa stole the title for the longest dry slide at sea with the 250-foot Venom Drop. Royal Caribbean didn't take this too kindly, so they upped their game to introduce an even more thrilling attraction on their newest ship," wrote Matt Hochberg on the Royal Caribbean Blog.
Royal Caribbean appears set to take the title back with an expanded Ultimate Abyss on the upcoming Utopia of the Seas, which sets sail in mid-July.
"Measuring 259 feet long, Utopia of the Seas' Ultimate Abyss will be 43 feet longer than those on previous ships. Plus, it will be about 10 times longer than a London double-decker bus," Hochberg, who is not affiliated with the cruise line, added.
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MSC Cruise goes after families
MSC World America will be the cruise line's first megaship sailing out of a US port. it will feature the cruise line's "largest and most technologically advanced kids area yet.
Spanning more than 10,000 square feet across seven different rooms designed for guests in various age ranges from 0 to 17, families can expect a new range of concepts, taking vacations on board to new heights," it shared in a press release.
The new area will be called Family Aventura. Lego will play a big part in the space with a number of offerings including:
- Lego Parade: For the first time in the cruise industry, MSC World America will host a Lego parade with Lego characters designed to entertain children of all ages.
- Lego Family Zone: Parents and children will be able to play together, and Lego fans of all ages can unleash their creativity from morning to evening.
Lego Game Show: During each cruise, families will have the opportunity to come together for an exhilarating team challenge in which parents and children compete as true Master Builders on board. The competition will feature timed challenges, colorful bricks, and unexpected twists.
MSC World America will offer 7-day sailings out of Miami. It's a family-friendly ship that will follow the neighborhood model Royal Caribbean uses (although it won't call them that).
"The ship will feature seven distinct districts, each with its own atmosphere, facilities, and experiences waiting to be explored. The districts allow guests of all ages to choose their own adventure and get the most out of their time on board. From a dedicated family area or tranquil zen area to a lively promenade with entertainment, shops, and bars — a world of options awaits," the cruise line shared.
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