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MSC's new North American site has better navigation, richer port information

A new look and more intuitive navigation
MSC Cruises launched the first phase of its new, redesigned website for North America,, with more user-friendly features.

Improvements include a new look with enhanced graphics and attractive design and intuitive navigation with easier access to information about special offers and deals, destinations and excursions. Web check-in functionality was improved, too.

Thanks to a new partnership with Rough Guides, the site also features richer, more relevant content about the more than 200 ports MSC Cruises visits around the world.

The second phase of the website is scheduled to launch in January and will include a new booking funnel to make it easier for booked customers to add pre-paid items such as beverage packages, specialty restaurants and shore excursions.

As MSC Cruises continues to grow in the North American market, a major focus is making it as easy as possible for consumers and travel agents to research and learn about the company, according to Ken Muskat, evp sales, public relations and guest services for MSC Cruises USA.

The website is one example of a significant investment in technology to provide better support to agents and improve the overall customer experience, Muskat said.

Earlier this year, the company launched MSC Book, a new booking engine for agents. Last week, MSC Cruises implemented a new Contact Center platform with improved customer relationship management technology that will allow cruise line representatives to more efficiently assist travelers and agents with their bookings.

In the coming months, the line will launch its first Travel Agent University featuring modules such as how to sell MSC Cruises, a fleet overview and rewards programs as well as more general modules such as how to sell groups and tips for focusing on niche markets.

In addition, starting in November, MSC Cruises will begin giving immersive virtual reality ship tours during visits to travel agencies and at trade shows using a new technology based on Samsung’s Gear VR headsets and a purpose-built software application. The headsets allow future cruisers to experience highlights of an MSC ship.