MSC announces new ultra-luxury brand

Speaking onboard MSC Bellissima at the weekend, executive chairman Pierfrancesco Vago told an audience of travel agents he believed the best way to market the new vessels would be to keep them distinct from the line’s existing Yacht Club – which feature exclusive areas onboard MSC ships.

The first of the four luxury vessels will come into service in spring 2023.

“They will have a different brand to MSC Yacht Club,” he said. “These are not premium or luxury ships, but ultra-luxury. And so they will have a luxury brand.”

Speaking later on, Vago added: “We were designing these ships, and we worked on them so much that we created a whole new brand that is so different to what we have with the Yacht Club.

“There will no longer be cabins and balconies, but suites and verandas,” he said. “We’ll be introducing this new brand very soon."

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