Erin Douglas to Lead U.S. Trade Sales at MSC Cruises

MSC Cruises USA has appointed Erin Douglas as the new senior vice president of U.S. trade sales, a move that highlights the brand’s commitment to strengthening relationships with travel agencies and advisors as it expands in the American cruise market. Douglas, who joined MSC in 2022, previously served as vice president of field sales and later as vice president of strategic partnerships.

In her new role, Douglas is tasked with overseeing trade sales across the U.S., bringing her full-circle from her early career as a travel advisor. She draws on her firsthand knowledge of the travel agent landscape to guide strategic decisions that support the advisor community. “I feel like I have a very strong affinity with travel agents. I can see things through their lens,” Douglas shared, reflecting on her early experience in retail travel sales before moving to the supplier side in 2008.

Douglas’s appointment comes as MSC Cruises continues to gain traction in the U.S. market, particularly with the recent introduction of Port Canaveral as a year-round homeport and the high-profile debut of MSC World America. “Now with World America, I think it just takes it to a whole other level. The awareness has been elevated on both the consumer and travel advisor side,” she said.

According to Douglas, travel advisors are becoming increasingly interested in MSC, particularly those who are still new to the brand. “We had some that were MSC loyal for many years and others I call ‘MSC curious’—they were very keen to learn more about us,” she explained.

While MSC is not yet a household name in the U.S. like some of its competitors, Douglas believes the cruise line is steadily gaining ground, citing the brand’s Super Bowl commercial and its distinctive identity. “We have a little bit of a different spin—European style with American comfort. We’re not the same as the others, and I think that’s a good position to be in,” she said.

To support advisors, MSC has expanded its training efforts through the MSC Masters program and shipboard education events. “We had hundreds of thousands of advisors participate in ship inspections and seminars at sea in 2023 and 2024,” said Douglas. She also noted that MSC Seascape, formerly the line’s U.S. flagship, is moving to Galveston this November, prompting additional training to familiarize advisors with the product and destination.

Despite global economic uncertainty, Douglas remains confident in the value cruises provide. “There’s no better value. For one price you get accommodations, destinations, and entertainment,” she said, underscoring why she began selling cruises in the first place.

Douglas’s promotion reflects MSC’s ongoing investment in the U.S. market and its travel advisor network, with her leadership expected to help drive growth, awareness, and advisor engagement as MSC continues to expand its presence.

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