MSC Cruises to launch new ultra-luxury brand

MSC Cruises is set to announce a new brand specifically designed for its four ultra-luxury vessels.

Pierfrancesco Vago, MSC’s executive chairman, said he believed the best way to promote the ultra-luxury ships was to create a separate brand, not connected with the line’s current premium offering, The Yacht Club.

He referred to the new ships as ultra-luxury when asked at the Clia conference on new Meraviglia-class ship MSC Bellissima on Friday (March 1).

MSC Cruises’ ultra-luxury vessels will come into service in 2023, 2024, 2025 and 2026.

Vago said: “Soon I will introduce another brand within the MSC Group.

“When I designed the ships I realised that what I have in my hands was no longer premium or luxury, it was ultra-luxury.

“I came to the conclusion that in order to show the features of this ship, it will have to carry a different brand.”

In November, MSC Cruises’ chief executive Gianni Onorato said the line planned to create a new brand for its luxury ships but he did not reveal where they would sit in the market.

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