Switzerland-based company provides customized cruise experience for Chinese guests

Chinese guests boarding the MSC Lirica luxury liner from Europe's leading cruise company will provide a unique experience when the cruise comes to China for the first time in 2016.

The Switzerland-based private cruise company will steam into the ports of Shanghai on May 1st, 2016, cooperating with Chinese tourism service provider Caissa Touristic offering a one-of-a-kind cruise travel experience for Chinese travellers.

Chinese ports have become popular for cruise companies. The expanding consumption capacity and desire for new ways to travel has given MSC the confidence to test the waters in China.

Gianni Onorato, MSC Cruises Chief Executive Officer said MSC Cruises' private ownership gives the company a clear edge in China, as it already does in other global markets.

"Everything on an MSC cruise, from the hospitality, cuisine and staffing, to the ship's interiors, is designed and controlled in-house, with meticulous attention to quality and detail, the way only a family-owned company can," Onorato said.

"This means we can customize every aspect of our offering right down to a new Cruise Ambassador role we have created just for MSC Lirica to meet the needs of consumers in the markets we serve."

The cruise invited Chinese celebrity chef Jereme Leung on board to ensure guests enjoy exquisite oriental and international cuisine throughout the ship, including hot pot and a roster of other signature dishes.

"We are very excited over having Jereme Leung at our side in this venture, who has a deep knowledge of Asian cuisines that extends well beyond China's borders," said Onorato.Data from research firm Euromonitor shows the Chinese cruise-ship market is to reach $11.5 billion in sales by 2018, from $6.8 billion in 2013.

Chen Xiaobing, CAISSA Touristic's President said the MSC's emphasis on training the entire on-board staff as well as adaptating to the ship's hardware and software systems will ensure guests receive the best-in-class MSC Cruises' experience and service.

MSC is customizing MSC Lirica by drawing on the unrivaled local knowledge of our partner, CAISSA Touristic. Moreover, MSC Lirica is the perfect size to enable guests to get the very most out of this customization, which means she brings to the market a cruise product, specifically designed to meet the needs of Chinese consumer, that is truly like no other, according to the website of the company.

The customization and innovations include onboard dining, entertainment and guest service, which will guarantee Chinese guests experience a unique offering that is tailored to their tastes, from boarding to disembarkation, it said.