| MSC set for luxury launch

MSC overnight unveiled the executive team who will lead the development and launch of its as-yet unnamed luxury brand (CW 18 Oct 2018).

The company has four 461-stateroom ships on order for the new operation, with the first scheduled for delivery in 2023, followed by the other three on an annual basis thereafter.

Former Seabourn Cruise Line Vice President Chris Austin will be the new operation’s Chief Sales Officer, alongside former Dream Cruises President, Crystal Cruises Asia Managing Director Thatcher Brown, who will serve as Commercial & Strategic Advisor.

Also joining as the new brand’s Chief Marketing Officer is Sarah Doyle, who was most recently Bacardi Europe Vice President Marketing, and has previously held senior roles with Starwood Hotels & Resorts, including as Global Brand Director for W Hotels.

Sacha Rougier will be Head of Itinerary Planning & Shore Experience, moving from her most recent role as Cruise Gate Hamburg Managing Director.

The final addition is John Stoll, the luxury operation’s Destination Experience Advisor, who previously worked as Crystal Vice President Land Programs for 17 years, and was also Silversea Cruises’ Director Land Programs.

The new brand’s Chief Executive Officer Michael Ungerer said the team will “create a luxury and lifestyle travel experience as distinct as it is trailblazing, exceeding the expectations of both discerning cruisers seeking something different to those new to cruising, and ‘nextgenlux’ travellers curious to start”.

“We’re getting ready to share our vision of luxury ocean travel with our trade partners, when we will present our fleet, showcase our luxury vessels’ innovative designs and demonstrate what I believe will be a best-in-class guest experience,” he said.