MSC Cruises Targets Growing Luxury Market With New Ship Order

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MSC Cruises

A butler is shown in the MSC Yacht Club, a small high-end enclave within a larger MSC Cruises ship. The privately held company is building four "ultra-luxury" ships, it announced Thursday. MSC Cruises

Skift Take: MSC Cruises is already spending billions on big ships, so why not add a few luxury vessels to the mix? The cruise operator has a built-in customer base, but the trick will be to offer a product that gets those passengers to pay more for the high-end experience.

— Hannah Sampson

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