If It’s Not Broken, Make It Better Rick

If It’s Not Broken, Make It Better

By RICK SASSO, Chairman, MSC Cruises USA

When I joined MSC Cruises 14 years ago, I’m not sure I could have ever envisioned the cruise lines’ unprecedented growth and success, but our market position as the fastest-growing cruise line and recognition as a dominant international cruise player has certainly turned heads. Our investments and carefully planned expansion have been deliberate, with sights on leveraging global penetration in both mature and emerging markets around the world. Despite ongoing talk of market saturation, the Caribbean cruise scene continues to be prime for growth and expansion, and the future looks bright for cruise operators and destinations alike. And I encourage you not to sit back; with MSC Cruises’ renewed focus on North America and the Caribbean, there is a lot on the horizon for the company and for all those who have interest in the region.

In light of MSC Cruises ongoing expansion in the region, “MSC” now also stands for “More Ships in the Caribbean.” Having grown to become Europe’s number one cruise line, MSC Cruises is now taking a leadership role in North America and the Caribbean, with renewed investments and new tonnage. We are making true on our promise to be a reliable cruise line partner in this region for decades to come.

Fresh off the launch of MSC Seaside, an excitedly innovative vessel designed and built specifically for warm weather, we have laid plans for an increased focus in the Caribbean. With 14 young vessels in our fleet and an additional 10 extraordinary newcomers to follow, a variety of new and expanded MSC Cruises’ itineraries will bring thousands of North American and international guests to experience the most popular warm weather vacation spots in the region. Recently announced plans to position another magnificent vessel, MSC Meraviglia, in North America beginning fall 2019—with cruises from New York and South Florida to the Caribbean—confirms this.

Throughout the years, we have worked hard to support Caribbean ports and destinations in a broad variety of ways. Homeporting multiple vessels in Cuba and the Southern Caribbean, doubling our offering from south Florida and investing with our partners to build state-of-the-art ports and terminals are just some examples of MSC Cruises’ vision and commitment. We are not done yet. North America and the Caribbean are no longer just markets with an incredible potential for our brand. They are a top global priority.

At MSC Cruises, we are constantly looking to improve everything that we do. Working with the Florida-Caribbean Cruise Association (FCCA) and Cruise Lines International Association (CLIA), we are anxious to share our confidence with partners in the region and want to attract them to come along with us. There is a lot to do. As I have noted in the past, the FCCA is a key vehicle to promote Friendship, Cooperation, Communication and Advancement among international cruise lines and Caribbean destinations. We are keen to

engage in both associations and to share our vision with anyone who sees the future as clearly and brightly as we do.

I have been fortunate enough to be involved in our industry associations for more than 46 years. Together we have done a lot for the cruise industry and the region. This is a story that is still being written today. Given the cruise industry’s expansion across the globe, it is imperative that we all continue working to keep the Caribbean right at its core, with great new vessels and incredible unique destinations. Let us not forget that every destination competes with a world of options, and it is up to all of us to enhance the value and legacy that we have earned throughout the years. Everyone has heard the expression, “If it’s not broken, don’t fix it.” I myself prefer to say, “If it’s not broken, MAKE IT BETTER.” That is exactly what we all have to embrace. It is not a wish, but a necessity.

With the support of their members, the leadership teams at FCCA and CLIA provide a platform for our industry to be the most respected and successful travel industry category. We all have to continue to strive for an evolving momentum to become a mainstream alternative. We are making great strides, and if we continue

“NORTH AMERICA AND THE CARIBBEAN ARE NO LONGER JUST MARKETS WITH AN INCREDIBLE POTENTIAL FOR OUR BRAND. THEY ARE A TOP GLOBAL PRIORITY.”

to push the envelope in quality, we will need to build even more ships to feed our potential. MSC Cruises has already made a commitment stretching over the next decade and beyond.

Our mutual success also comes with mutual obligations. The recent natural disasters that the Caribbean region has endured proves as much. This required all of us to come to the aid of those who desperately needed help. The industry responded beyond expectations. As other companies, the MSC Group made relief a top priority in the wake of this emergency, swiftly engaging its entire organization to provide meaningful assistance where it was most needed. Thanks to our cargo, ferry and cruise capacity, we were able to reach some of the worst-hit areas and provide relief to the islands in need. Among other things, we delivered fresh water and other primary goods while also supporting local governments in their efforts to rebuild damaged infrastructure. In the case of the British Virgin Islands, where all the schools were destroyed by the hurricane, the MSC Group purchased and shipped a 4,000-square-foot, semi-permanent structure that is now serving as a school in the region.

There is still more to do, and we need to always be part of the solutions of adversity in any form.

Our destination partners have benefited from working closely with the industry throughout the years. Public and private sector engagement has taken us a long way away from the early years of friction and indecisiveness. Many will recall my consistent use of the “ABC’s” of attracting ships and millions of guests that come with them:

Marquee value of a destination to enhance the marketing that we so heavily engage in. It is the destination’s obligation to keep their brand in the consumer’s mind.

Quality delivery of the shoreside experience. Destinations must ensure that the guest experience ashore meets (and even exceeds) that which the cruise lines must also consistently deliver onboard. Safety, security and cleanliness are part of this obligation.

The need to grant cruise operators a firm guarantee of a pier assignment to avoid tendering and to allow them to plan at least two years in advance.

The ports and destinations that meet these few critical obligations can bank on receiving more ships and passengers year after year.

At MSC Cruises, we continue to have extremely strong confidence in the future and success of the Caribbean. We are continually looking for partners to jump on board. Our North American and international guests often tell us that they want to return, not only to MSC Cruises, but also to many of the great destinations that they have visited with us. This brings unique opportunities for local economies to cap ture even more benefits from cruise tourism.

MSC Cruises’ decision to homeport multiple vessels within the Caribbean is unique and enhances the return guest opportunity well beyond the traditional expectation. Do not miss your chance to be part of that new paradigm.

We are a family-owned, private company that has made so many new friends over the years. We encourage you to join us and make history with us.

It isn’t broken, so let’s make it better together!

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