New ultra-luxury brand for MSC Cruises

MSC Cruises has announced plans for a new ‘ultra-luxury’ brand targeted at the ultra high net worth. The world’s largest privately-owned cruise company has commissioned construction of new four hyper luxury vessels, with a value in excess of 2 billion euros.

The dedicated super luxury brand aims to reach a new segment of wealthy clientele and sits alongside MSC Cruises’ current premium brand, The Yacht Club. The new vessels are set to offer an even more luxurious, exclusive and personalised experience in their 500 state rooms.

The first of these uber-luxurious liners will come into service in 2023, with the remaining ships launching once per year over the following three years.

The memorandum of agreement with renowned shipbuilding company Fincantieri is part of an ambitious, industry-unprecedented 13.6-billion-euro investment plan, which will see the expansion of the MSC Cruises fleet to 29 ships by 2027.

Interiors will be shaped by long-term MSC Cruises partner, De Jorio Design. World-renowned for combining their architectural savoir-faire with innovative creativity, the cruise ship interior experts have been tasked with adding their quintessential Italian elegance to this new project.

This foray into the ultra-luxury segment heralds a new era for MSC Cruises and the cruise ship industry, with experts and luxury travellers alike watching with great anticipation.

By Paul Johnson