MSC Cruises is targeting healthy travelers through its Wellness Experience, which will offer 100 passengers on each ship a comprehensive wellness program that combines nutrition, classes, and activities under the watchful eye of a trainer. Officials at MSC Cruises believe this compelling offer will be a boon for customer engagement coupled with a unique customer experience.
Bonnie Levengood, Senior Vice President of Marketing for MSC Cruises, told Loyalty360 that cruise vacations are one of the fastest-growing tourism segments, and wellness tourism is projected to grow, on average, nearly 10% annually over the next five years−nearly twice the rate of global tourism overall.
“By 2017, it is said that wellness tourism will be worth $678.5 billion,” Levengood explained. “MSC Cruises’ new Wellness Experience meets the growing trend in wellness tourism and allows health and fitness conscious individuals to maintain their healthy lifestyles while on vacation. We’ve partnered with the experts at Technogym, the world leader in wellness and fitness, to offer our guests a truly customized experience that is shaped around the individuals own personal health goals and needs. In addition to appealing to repeat cruisers, we also think this program will resonate with people who have never cruised before and may have thought that cruising wasn’t a healthy option.”
MSC Cruises’ partnership with Technogym was announced on March 3.
“The Wellness Experience powered by Technogym will be available across our entire fleet beginning in April 2017,” Levengood said. “Consumers and travel agents have expressed a lot of excitement about this new experience as there is nothing like it on the market.”
Levengood said that the Wellness Experience captures consumers who are interested in continuing their healthy lifestyles while on vacation. It also appeals to those who are interested in health and fitness, but have never thought about going on a cruise.
“What’s so unique about this program is that the experience begins even before a guest steps foot on their cruise and then is completely personalized for each guest,” Levengood explained. “Before sailing, guests are invited to complete a pre-cruise questionnaire which helps MSC understand its guests’ wellness motivations and goals. Once on board, the guest then meets with a MSC Master Trainer, trained by Technogym, who will review the results of the questionnaire and help them create an individualized wellness plan for the duration of their cruise. Included in the program are exclusive shore excursions, fitness classes, healthy food and dining options and even workout gear and equipment in the stateroom.”
MSC Cruises always seeks to create enriching and memorable experiences for its guests.
“The new wellness program is an industry first and an example of our commitment to innovation and partnering with best-in class brands to make sure we are creating the best experience possible for those sailing with us, both onboard and onshore,” Levengood said. “As soon as a guest books the wellness experience for their cruise, the guest is provided with a pre-cruise questionnaire that helps determine their customized program. Not only does this assist us in finding out what their health and fitness goals are, but it also helps us determine exclusive shore excursions and fitness classes that best align with the individuals’ program. As we gain these insights, we’ll be able to continually improve the program to better satisfy our guests’ needs.”
Levengood believes the program will impact brand loyalty.
“By offering the first 360° Wellness Experience at sea, MSC Cruises’ is introducing its brand to an entirely new group of people who may have never considered sailing with us before,” she said. “We’ve truly taken health and wellness on a cruise to a new level.”