MSC CRUISES UNVEILS AI-POWERED CONCIERGE: ELEVATING THE GUEST EXPERIENCE AT SEA

· MSC Cruises introduces AI-powered feature MSC Concierge, available in more than 90 languages

· Next-generation digital service fully integrated into the MSC for Me App offers intuitive, real-time assistance at guests’ fingertips – answering questions and making personalised recommendations

Geneva, Switzerland – 7 May 2026 – MSC Cruises today unveiled its latest enhancement in guest experience: MSC Concierge.

Like a concierge in guests’ pockets, the powerful new conversational AI assistant enriches the existing MSC for Me digital ecosystem helping guests to seamlessly manage their cruise experience so they can just focus on enjoying the best holiday ever.

With this complimentary service available 24/7, guests can make requests and ask questions through an intuitive, conversational chat interface in more than 90 languages, this is easily accessed on their own smartphone or tablet. The AI service can support in many ways including answering questions, booking services, restaurants, spa treatments, and shore excursions, checking account balances, or finding the perfect entertainment for any mood.

Developed to complement MSC Cruises’ warm hospitality, and not to replace human interaction on board, the tool is now available on majority of the line’s ships* and will be rolled out fleetwide by end of May, following a successful pilot programme which saw a 93% service satisfaction score from over 170,000 guests exchanging over one million messages.

Gianni Onorato, Chief Executive Officer of MSC Cruises, commented: “We are dedicated to offering our guests the ultimate holiday experience across every touchpoint of their cruise. Combining the latest technology with the warm hospitality of our crew, we are enabling guests to personalise their journey like never before, to create an experience which is truly theirs.

MSC Concierge allows guests to access the information they need instantly, and make service requests from the comfort of their cabin or sun lounger, giving them more freedom to enjoy their time on board, discover new experiences, and make the most of every moment at sea.”

About MSC Concierge

MSC Concierge – MSC Cruises’ free of charge AI driven digital service fully integrated into the MSC for Me App that offers guests on board an intuitive, 24/7 tool that offers personalised recommendations and seamless access to information about their cruise – so guests can simply focus on enjoying their holiday.

Wide range of functionalities – It gives guests immediate answers to questions about their cruise, enables them to request services, book specialty restaurants and shore excursions, spa treatments, check account balances, personalised entertainment suggestions and more, all through a natural, conversational chat interface.

Easy access – Fully integrated into the MSC for Me app on guests’ personal device (smartphone or tablet), with no paid-for internet package required – guests simply connect to the ship’s Wi-Fi to benefit from instant access anywhere on the ship, whether it be from the comfort of their cabin, sun lounger or bar.

Language adaptable – MSC Concierge is available in more than 90 languages, including XXX.

Tailored responses - The tool is connected to each booking account, meaning it is aware of personal booking conditions such as drinks packages, experience of booking and cabin type, to give accurate and specific information to each guest. To learn more about MSC Concierge, please visit here or watch this video.

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NOTES TO EDITORS

*MSC Concierge is currently available on MSC World Europa, MSC Fantasia, MSC Euribia, MSC World America, MSC Virtuosa, MSC Seascape, MSC Seashore, MSC Meraviglia, MSC Orchestra, MSC Seaside, MSC Poesia, MSC Musica, MSC Lirica, MSC Grandiosa, MSC Armonia, MSC Divina, MSC Sinfonia, MSC Bellissima and MSC Splendida. Full fleet covered by end of May.