The AI Revolution at Sea: How MSC Cruises is Using Technology to Elevate Your Holiday

• 24/7 AI-Powered Concierge: Integrated into the free MSC for Me App, MSC Concierge offers instant assistance, recommendations, and booking services in more than 90 languages.

• Queue-Free Remote Check-In: Debuted in Seattle for Alaska sailings on MSC Poesia, holidaymakers can complete embarkation formalities at the airport and head straight to security.

• Smarter, Seamless Voyages: Designed to complement traditional crew hospitality, these digital upgrades ensure guests spend less time waiting and more time relaxing.

Cruising has long been defined by top-tier hospitality, but modern travellers increasingly demand digital convenience to match.

Leading the charge in smart maritime innovation, MSC Cruises has unveiled two major technological upgrades designed to eliminate friction points across the entire sailing journey, featuring an AI-powered digital concierge and an industry-first remote check-in service.

Together, these digital initiatives aim to redefine the guest experience, allowing cruisers to spend less time standing in queues or searching for information and more time enjoying their getaway.

1. Meet MSC Concierge: Your 24/7 AI Travel Assistant

Pocket-Sized Assistance in More Than 90 Languages

Fully integrated into the existing MSC for Me App, MSC Concierge is a conversational AI assistant available 24 hours a day, seven days a week.

Accessible directly from smartphones or tablets, the complimentary tool operates through a natural chat interface in over 90 languages, including English, Spanish, Mandarin, French, and Italian.

Crucially, travellers do not need to purchase a paid internet package to use the service. Guests simply connect to the ship's internal Wi-Fi network to gain instant access from anywhere on board, whether lounging on the pool deck or relaxing in their cabin.

Personalised Recommendations at Your Fingertips

Unlike generic search tools, MSC Concierge is linked directly to each guest's booking profile. Because the system understands individual details like cabin category, dining times, and pre-purchased beverage packages, it delivers highly accurate, tailored answers.

Through the chat interface, guests can easily:

• Book tables at speciality restaurants

• Reserve spa treatments and shore excursions

• Check onboard account balances in real time

• Discover tailored entertainment suggestions based on their mood

• Get instant answers to everyday shipboard questions

Proven Satisfaction Across the Fleet

Following an extensive pilot scheme involving more than 170,000 guests exchanging over one million messages, the AI service achieved an impressive 93% satisfaction rating. The tool has now rolled out fleetwide across the majority of MSC Cruises' vessels.

Gianni Onorato, Chief Executive Officer of MSC Cruises, highlighted the vision behind the digital rollout:

"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."

2. Skipping the Port Queues: Digital Remote Check-In

From Airport Arrival Straight to the Ship

In tandem with its onboard AI assistant, MSC Cruises is targeting embarkation day, which is traditionally one of the most stressful parts of any getaway.

Launched during MSC Poesia's Alaska season out of Seattle, the cruise line introduced a groundbreaking Digital Remote Check-In solution.

Guests travelling on official MSC airport transfers can now complete full embarkation procedures at Seattle-Tacoma International Airport prior to arriving at the cruise port.

By verifying documents and completing administrative checks at the airport, travellers bypass traditional terminal check-in desks entirely.

Upon arrival at the port, guests head straight through security screening and straight onto the ship, significantly speeding up embarkation.

Global Expansion Plans

Following the success of the Seattle launch, MSC Cruises plans to extend remote check-in services to general airport arrivals, official partner hotels, and key embarkation ports across its global sailing network.

3. Tech-Enhanced Hospitality Without Losing the Human Touch

While AI and digital tools are streamlining operations, MSC Cruises maintains that technology is designed to enhance rather than replace the human touch.

By empowering guests to handle quick administrative tasks, table bookings, and general queries via their phones, crew members are freed up to focus on delivering high-touch, attentive service across the ship's restaurants, bars, and entertainment venues.

From checking in before stepping foot in the terminal to ordering a poolside cocktail or booking a massage via AI, smart technology is quickly becoming an indispensable part of modern cruising.