MSC Cruises Strengthens Commitment to Canadian Market

MSC Cruises announced earlier this month they are opening an office in Canada on May 1, becoming the first cruise line to do so. TravelPulse Canada spoke with Ian Patterson, Country Manager, MSC Cruises Canada about the reasons behind the move and what’s next for MSC Cruises in 2019.

Five years ago, MSC Cruises started a big push in the North American market. What started out as one ship seasonally, one year round grew to 2, then more after adding routes out of Miami, Havana and Guadaloupe. The company now has six ships in the Caribbean, which Patterson says was a result of the company’s commitment to the North American market

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“Our commitment to Canadians is strengthened by the fact we are a global cruise line,” says Patterson. “But across the company, at all levels, we also understand the differences between Canada and the US for both consumers and travel agents.”

The new office will have a staff of fifteen. All pricing, marketing materials and websites will be in Canadian dollars. The Toronto contact centre will handle calls in English and French for both FIT and Groups as Canadian groups will be managed by Toronto office. The agent website MSCbook will be released in English first, however French language will launch shortly afterwards. Agents can expect ongoing promotions and incentives to be continued.

“MSC Cruises as a whole, resonates with Canadians, as we’re multilingual which has helped us to gain traction in market. Our growth has doubled and as we move forward, agents will see Canadian-dedicated promotions, strictly for our market.”

Patterson tells us the first big spike in growth was in 2015, with an increase 75% over previous year. It continued in 2018 with 110% over year and the company is forecasting a 120% increase for 2019. Those numbers are a testament to the demand and partnerships the company’s formed in North America.

“Internally we’d gone back and forth about the expansion into Canada, about how best to do so,” Patterson explained. “Ultimately, it’s a testament to the trade industry and their understanding of what the consumer wants. Our trade partners gave us support when we were very small and no one knew us. And that led to our strength in market and to our growing partnerships.”

Patterson expects 2019 to be a boom year for the cruise industry, particularly all-inclusive offerings which he says really resonates with Canadians and is something MSC piloted three years ago with Havana. As more gateways and seats are added, particularly to Port Miami, he says the growth will continue.

“To a Canadian, a flag in the ground means something. We’re here to show the market we’re serious about and welcoming Canadians.”