MSC cruises: rapidly rising European line makes waves in North American waters

Cruise Travel, May-June, 2005 by Charles Doherty

Half-a-millennium after Columbus's venture into the West Indies, another Italian enterprise has discovered the lucrative Caribbean trade. Naples-based MSC Crociere, a major operator in the European market, is eyeing North America in a big way, now that it has a fleet of cruise liners attracting attention--a fleet that has grown from a trio of secondhand ships in 2002 to a flotilla of seven with four new vessels and two more on the horizon. For passengers seeking Old World ambiance on new cruise liners, your ship has come in.

Mediterranean Shipping Company, the line's parent, dug deep into its pockets for a $3-billion investment in new hardware for its cruise division. Founded in 1970 by Captain Gianluigi Aponte (now company chairman), MSC has grown into the world's second-largest container carrier with some 270 vessels around the globe. The private, family-owned firm expanded into the cruise business in 1990, establishing a presence in the Mediterranean and building a loyal following, especially among Italians. (Aponte's son-in-law Pierfrancesco Vago currently heads the cruise division, ably aided by his wife Alexa Aponte Vago on the brand development and marketing ends.) But MSC Crociere's forays into the Caribbean weren't making waves, as the company could not seem to connect with the American cruiser.

In order to get that right, MSC went out and got the right man--Richard Sasso. A successful and well-respected cruise-industry veteran of more than 30 years, Sasso was part of the management team when Chandris (a venerable, family-owned Greek line) launched Celebrity Cruises. He served as Celebrity president from 1995 to 2001, while the line introduced a half-dozen new ships and rapidly rose to the top of the premium market. In April 2004 Sasso was named president and CEO of MSC Cruises USA, the newly created North American sales and marketing agent of MSC Crociere. By December, Sasso had melded key members from his old Celebrity team with existing MSC North American personnel in new Fort Lauderdale offices, and was welcoming MSC Cruises' two newest Euro-chic ships to Florida for a winter season of innovative Caribbean cruising.

"It's an exciting time for MSC Cruises," says Sasso. "With a cruise experience that truly reflects the heart and soul of Italy, we are well on our way to establishing a strong position in the North American market." Distinguishing itself as "Premium Class, With A True Italian Signature," MSC Cruises aims to bring back the "art of cruising" through the personality and spirit of its ships and crew, where the emphasis is on the cruising experience with a high level of service and hospitality--and "tipping is not required."

The MSC Opera, the line's new 1,756-passenger flagship, arrived in Florida amid great gala, including a warm welcome by the ship's godmother, Italian film icon Sophia Loren--who also serves as godmother for the 1,590-passenger MSC Lirica (Ship of the Month, Cruise Travel, December 2004). Together the ships embarked on a season of roundtrip cruises from Fort Lauderdale: the MSC Opera on weeklong alternating Eastern and Western Caribbean voyages; the MSC Lirica on l 1-night alternating "Deep Caribbean" itineraries (including a half-dozen Eastern Caribbean calls) and Panama Canal cruises (including a partial transit to Gatun Lake and calls in Central and South America).

"I'm over the top, really," bubbles Sasso about the success of this season's Caribbean program. "Both ships sailed at 100 percent occupancy, and passengers are raving about the the Italian style, service, and personality onboard. We've exceeded the benchmarks that we pride ourselves on." The line hit its goal of attracting 85 percent North Americans to the Caribbean program. "Both ships will be back next year," adds Sasso, and look for the addition of a private-island call to the seven-day sailings and expanded theme cruises--plus, in the fall of 2006, the Caribbean debut of the new 2,550-passenger MSC Musica. Right now, Sasso is hoping this year's Caribbean success helps MSC reach its goal of 20 percent North American passengers in Europe this summer.

From a warm welcome to a fond farewell, a European cruise experience awaits guests aboard MSC. The line's newest and finest ships, MSC Opera and MSC Lirica, are near sisters, but not cookie-cutter Caribbean cruisers. Their gleaming white profiles are somewhat boxy, but prettier than most, with sleek, well-proportioned stacks. Public areas are large, spacious, varied, comfortable--and comforting. Decor is pleasant, with clean lines and Italian influences (under the guiding hand of Rafaela Aponte, the chairman's wife); colors range from soft to bold, but are never garish. Public rooms differ in their vocabulary--contemporary touches here, Art Deco quotes there--but with a continuity of style throughout. Real wood and marble are used, and the quality of construction shows in the fit and finish. (And the crews' pride in their ships shines through the careful and thorough maintenance.)