MSC unveils ‘Experience’ pricing structure
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MSC Cruises has launched a new ‘intuitive’ pricing structure based on the experience and inclusions rather than just cabin.
The new structure will come into force for winter 2014/15 sailings and includes the basic Bella Experience followed by Fantastica, Aurea and Yacht Club.
Guests who are already booked onto sailings will not be affected.
The Bella Experience will offer the lowest prices with an inside, ocean view or balcony cabin and full access to the pool, gym, activities and entertainment.
The next level, Fantastica, will have the Bella benefits as well as booking flexibility; 24-hour room service; 50% discount on fitness classes; special events for kids; free breakfast in cabin and dinner sitting priority.
The Aurea packages will cover balcony and suite accommodation with the above benefits plus a complimentary spa package; priority embarkation; complimentary products and unlimited drinks with every meal.
Its final offering will be the already established ‘ship on a ship’ MSC Yacht Club Experience.
The cruise line said the new pricing structure had been formed off consumer research, which found 30% of passengers are price sensitive while 70% decide to book cruises based on quality factors.
Sales tools and a FAQ sheet are available to travel agents detailing dining priorities; how upgrades will work and adding extra packages.
MSC has also announced MSC Orchestra will replace MSC Lirica in the UAE for winter 2014/15 and will see MSC Preziosa depart from Venice instead of Genoa.
MSC Armonia will also return from its drydock period with 200 new balcony cabins.
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