Young travellers are driving a cruise boom, according to the Cruise Lines International Association’s 2024 State of the Cruise Industry report. Its surveys find that 88 per cent of Millennials and 86 per cent of Gen-X who have taken a cruise are planning to cruise again.
And the surge is particularly strong in Canada, says Ian Patterson, MSC Cruises Canada country manager,. MSC’s research is predicting 1.2-million Canadians will cruise in 2025, surpassing the record set in pre-pandemic 2019. In an interview with The Cruisington Times’ Wallace Immen, Patterson tells how MSC, the world’s third-largest cruise brand, is angling to catch the biggest share of the young Canadian market:
How are you making MSC the go-to brand for young generations?
The CLIA report validated our own data: Our cruisers are getting younger, 40 per cent are now under 40. And that shows what we offer specifically speaks to the needs and desires of that demographic. We are a European family-owned company and families travelling with children have always been part of our DNA.
We have new ships with lots of options and itineraries designed for younger tastes. We’ve recently added MSC Euribia and the MSC World Europa to our fleet. We have MSC Seascape, a new ship dedicated to the Caribbean. And MSC World America coming in April 2025 will be based in Miami with added activities on board designed to appeal not just to kids and families, but Millennials and Gen X couples and singles.
Affordability is another key incentive. MSC Cruises offers attractive rates for young travellers, with special rates for solo voyagers and a Kids Sail Free offer for families, making cruises affordable and enjoyable for everyone.
A focus on sustainability also aligns with the growing demand among Canadian travellers, especially younger generations, for finding more responsible travel options in the future. MSC Cruises has launched the most energy-efficient ships in the industry. Last year, MSC Euribia proved that alternative fuels make net-zero cruising possible. MSC World America powered by liquefied natural gas further symbolizes this commitment with latest technology to minimize environmental impact.
What’s going to be new for kids on MSC World America?
We have Family Aventura, a brand-new multi-level district designed for kids and teens, where the whole family can have experiences together. That’s where Cliffhanger is, the only over-water swings at sea. And we’ll have a LEGO Family Zone where parents and children can play together, and a LEGO parade, where kids can see their favorite characters in action.
The Harbor is a new outdoor spot on deck 20 for an ideal family experience with the best ocean views. It features a water park, food and beverages, lounging areas and interactive water features. Sensory play areas and a thematic playground called Harbor Lighthouse will also be available for kids. The Harbour is not only a daytime affair, but also a premier spot to hang out at night. In the evening, live musicians will keep the atmosphere going with live performances for parents, while children and teenagers can continue to enjoy the attractions that remain open.
Are there shifts in booking trends for Canadians?
Our shorter three- and four-night cruises out of Miami and Port Canaveral have proven to be much more popular for young Canadians than even we thought possible. The short cruises we offer out of Florida have historically have never been an area of interest to Canadians because of the distance they have to travel. But time is becoming more valuable to the younger generations of Canadians. Meanwhile, Canadian families still tend to book longer cruises of seven, 10- or 11- nights. MSC World America will be doing seven-night cruises year-round.
We’re also seeing more Canadians opting for suites or MSC Yacht Club cabins. These offer greater comfort and personalization, which particularly appeals to the younger audience. There are lots of different combinations and it’s not static, so we can meet any requirements families may have.
What kinds of promotions are you planning to fill the new ship ?
We have special events in April, 2025 to launch MSC World America. A strong attraction is also private island MSC Ocean Cay that we visit every week. Plans are being made to expand and accentuate the experience for guests not just on World America but all our ships visiting Ocean Cay. We’re working on promotions in the winter and we will be launching promotions offering more flight options to attract Canadians to the ship.
The weak Canadian dollar doesn’t seem to be much of an issue for us. Our pricing is very competitive and we have been able to offer very good air fares through our partners to get Canadians to our ships.
How is your Canadian office working?
Having an office in Canada lets us really have our finger on the pulse of what the Canadian market is looking for. It started with four people in 2019 and now we have almost 60. Travel agents are our lifeblood and backbone of what we do. We work with them on a daily basis and listen to their concerns. We just finished a series of webinars that have been very successful. We’re always asking what is it you need from us?
What would you say is the MSC advantage?
What puts us ahead of the competition these days is we offer something uniquely different. We are not a North American brand; we are a global brand and we attract guests from around the world. We have the ability to cater to all the needs a global audience might have. But MSC is dedicated to the North American market and naming the ship World America is an indication that we are here to stay.
For travelling with a family, our kids clubs offer really amazing activities. They attract multiple nationalities of kids and kids have a way of communicating more readily than adults. Once they’re there, it can be very hard to get them out of it.
As the only cruise line with an office dedicated to the Canadian market, we conduct extensive research, enabling us to tailor our offerings precisely to our market. We have seen the robust growth we anticipated for 2024 and beyond as Canadians of all ages continue to embrace cruising.
Our message is we’re here to bring more North Americans and particularly more Canadians on board to experience the differences that MSC cruises offer. The staggering growth we have seen in our Canadian business proves that it’s working.
Story by Wallace Immen, The Cruisington Times
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