MSC CRUISES SHARES SIX TRAVEL TRENDS INSPIRING GUEST BOOKING BEHAVIOUR IN 2026 AND BEYOND

• Major sporting events around the world drive travellers’ destination decisions, as fans seek to turn big games into unforgettable holiday experiences in the new year
• Children are influencing family holiday decisions with ideas fueled by curiosity and creativity
• Rising in popularity are travellers longing for calm and serene getaways that promise a truly restful and restorative escape
• Short and convenient getaways continue to gain traction, offering travellers the chance to rejuvenate in just a few days

Geneva, Switzerland – 11 December 2025 – MSC Cruises today unveiled six travel trends that are shaping guests’ booking patterns and driving itinerary offerings heading into 2026. From travellers planning holidays centred around sporting events, to children influencing family holiday choices, these emerging trends are setting the scene for how guests will travel in the new year.

FAN VOYAGES

2026 is set to be a standout year for sporting events, drawing fans from around the world. Millions of fans will travel across the globe to catch their favorite team competing for victory.

A good portion of these fans will take full advantage of their practical travel and turn it into a fan voyage, by extending their trip into a full holiday and maximise their time in and around the sporting destinations with pre or post experiences [1].

Many of these sporting events will see travellers flocking to destinations near MSC Cruises’ departure ports (LINK), making an MSC Cruises’ sailing an easy addition to their existing plans, and allowing them to see multiple destinations without having to repack their suitcase or hire a car.

Approximately five million fans are expected to attend major football events in cities across U.S. cities in 2026, including Miami and Seattle – both home ports for MSC Cruises. From these cities, travellers can extend their holidays pre- or post-game with a seven-night sailing to Alaska from Seattle on board MSC Poesia (LINK), or a seven-night Caribbean sailing from Miami on board MSC World America (LINK), the line’s newest flagship.

In addition, MSC Cruises will once again serve as the title sponsor of three Formula 1® World Championship Grand Prix races in 2026, the FORMULA 1 MSC CRUISES GRAN PREMIO DE BARCELONA-CATALUNYA 2026 in Spain, FORMULA 1 MSC CRUISES UNITED STATES GRAND PRIX 2026 in Austin and FORMULA 1 MSC CRUISES GRANDE PRÊMIO DE SÃO PAULO 2026 in Brazil. With a loyal fanbase worldwide, many will travel to these cities and many others to experience the adrenaline-pumping events. Formula 1® fans can attend the Grand Prix in Austin after a seven-night Caribbean voyage aboard MSC Seascape, sailing from Galveston, Texas (LINK). Fans can also sail on MSC World Europa to Barcelona (LINK) ahead of the Grand Prix™ in Barcelona to see the thrilling racing action.

RISE OF THE ‘ME-KEND’

The rise of the ‘me-kend’ is trending as travellers are embracing indulgent quick trips as a form of self-care [3]. Holidays are no longer saved for birthdays or long stretches of paid time off work – instead, people are looking for a weekend getaway to serve as a quick mood-booster.

MSC Cruises offers three-and four-night sailings with a range of accessible embarkation ports that can be reached by car, meeting the demand for these weekend trips and allowing guests to take a short break without having to plan an extended holiday. Guests can book three or four-night itineraries that visit the sun-soaked Caribbean and Bahamas from Miami with MSC Seaside or Port Canaveral with MSC Seashore with itineraries visiting MSC Cruises’ private island in the Bahamas, Ocean Cay MSC Marine Reserve (LINK). Guests can also book short sailings to beautiful destinations in the Mediterranean from Genoa with MSC Magnifica and visit the sights of Northern Europe departing from Southampton with MSC Virtuosa (LINK).

KIDFLUENCING

Another trend driving travel choices in 2026 is the influence of children on a family’s holiday decisions. More than 80 percent of parents say that their kids help choose and plan their trip, with kids bringing ideas that are fueled by curiosity, creativity and online inspiration [3].

MSC Cruises offers award-winning family programming (LINK) on board, driving interest from children with amazing spaces and activities that aim to give guests the freedom to express their creativity, play, socialise and explore. From dedicated kids' clubs offering more than 100 hours of entertainment for different age groups from 0 to 17 years old to Sportplex, a spacious and dynamic gaming space equipped with everything including basketball, tennis courts, interactive activities and even bumper cars and roller skating on some ships, there’s something to suit the whole family. Families can also enjoy MSC Formula Racer, immersive VR experiences, an interactive XD cinema or an aquapark with thrilling waterslides. In addition, MSC Cruises partners with LEGO®, providing a unique way for children from all around the world to connect. Families will enjoy spending time together with experiences like family game shows and theater performances, and when parents are ready for a date night on their own, children can enjoy entertainment in the kids' club.

QUIET-CATIONS

In the digital age, more people are looking to find quiet, calm ways to escape, with their digital devices firmly switched OFF. In 2026, travellers will look to swap the noise of daily life and the distractions of an overstimulating world for the soothing stillness of nature [2]. Holidays will be used to restore a sense of calm, with 43 percent of travellers wanting to feel closer to nature and one in four turning to quieter hobbies while on holiday.

MSC Cruises will sail its first Alaska season in 2026, with seven-night itineraries on MSC Poesia from Seattle (LINK) to Ketchikan, Icy Straight Point, Tracy Arm Fjord, and Juneau in Alaska and Victoria in Canada.  Guests will enjoy a peaceful getaway, discovering breathtaking wonders both from the ship and during excursions. From viewing picturesque fjords and watching humpback whales to hiking up Mount Roberts and discovering awe-inspiring glaciers, a cruise through Alaska centres guests back in the beauty of nature and provides a serene retreat.

LOW-SEASON TRAVEL

More travellers are recognising the benefits of traveling in the low-season with its milder temperatures, easier attraction access and more affordable pricing. Increasingly, people are looking to take advantage of this time of year to explore popular destinations in a slower and more authentic way.

In 2026, MSC Cruises will offer sailings to highly coveted destinations, allowing guests to explore the Southern Caribbean and Antilles, as well as Greece and Eastern Mediterranean, without the peak season bustle. In the Southern Caribbean and Antilles, guests can sail aboard MSC Virtuosa, MSC Opera or MSC Seaview (LINK) to explore natural wonders and sophisticated cultures, where beautiful bays and beaches meet cosmopolitan flair with mild temperatures and a relaxed rhythm. Meanwhile in Greece and Eastern Mediterranean, guests can sail on board MSC Orchestra, MSC Lirica and MSC Divina (LINK) while travelling to visit renowned historical sights, breathtaking architectural marvels and beautiful landscapes. MSC Lirica will offer 7-night sailings during the shoulder seasons from Venice-Marghera (Italy) to iconic destinations including Kotor (Montenegro) Mykonos and Syros (Greece) and Ancona (Italy). MSC Divina will depart from Civitavecchia for Rome, giving guests the opportunity to discover the stunning sights of Mykonos in Greece, Kusadasi and Marmaris in Turkey and Naples, Italy. MSC Orchestra will offer 7-night sailings from Bari (Italy) to Greece (Piraeus for Athens and Corfù) and Turkey (Izmir/Ephesus and Istanbul) (LINK).

ALL-INCLUSIVE AND PERSONALISED LUXURY EXPERIENCES

The most popular luxury travel experiences in 2026 will be all-inclusive and personalised [4]. Affluent travellers will look for holiday options that provide the privilege of complete relaxation, where the stress of planning is removed and their specific needs are met throughout the entirety of their trip.

MSC Yacht Club, MSC Cruises’ ship-within-a-ship concept (LINK), caters to guests with an outstanding all-inclusive experience and premier service where every detail is meticulously attended to. Guests who stay in MSC Yacht Club enjoy priority embarkation and disembarkation, 24-hour butler and concierge services and premier room service delivered at any hour. Personalisation goes above and beyond with every detail attended to from the perfect pillow selection to a fully stocked personalised mini bar and late-night treats delivered by the butler. Guests also receive a premium beverage package, unlimited Wi-Fi, and thermal spa access, making the MSC Yacht Club experience an all-inclusive sanctuary. Now open for sale, MSC Yacht Club is available to book on the MSC 2027 World Cruise – the first time that guests will be able to book MSC Yacht Club for this type of itinerary.