MSC has seen a ‘quite remarkable’ increase in UK bookings year on year for both its mainstream and newer, luxury brand, Explora Journeys, according to VP of International Sales Antonio Paradiso.
UK bookings for MSC cruises in 2025 are up 20% compared to bookings for 2024 at this time last year, while Explora Journeys has seen treble-digit growth, after adding a second ship.
Prices for MSC Cruises are 15% higher on average than last year. “The demand is so strong I don’t see why we should reduce prices, also, our costs are going up,” said Antonio. “It is inevitable that the overall price is higher.”
Antonio is hoping for a longer Wave season too this year, since Easter is later than in 2024. “So far, the performance from the UK has been literally outstanding,” he said. “Support from travel agents has been overwhelming.”
To date, some 80% of bookings for the luxury Explora Journeys brand have come from travel agents, while 77% of MSC’s bookings have come from the trade.
Over the past 18 months, MSC and Explora Journeys have hosted 1600 travel agents on a mixture of fam trips, ship visits and naming ceremonies. “What is really encouraging is that many of the agents we have hosted have come back on their own family holidays,” added Antonio.
Due to the success of its fam trips, the company is planning to run another eight to 10 this year, hosting 15 to 30 agents on each. Plus, it might also run some short trips to Barcelona and Rome.
“We are probably looking at hosting another 250 to 300 agents this year,” said Antonio. “These fams will be arranged at different times of the year and in different destinations, with about 50% in Europe and some in the Caribbean.”
Around 60% of agents selling Explora Journeys also sell MSC, but 40% are specialist luxury agents, some of whom haven’t previously sold cruises, and Antonio is especially pleased that 25% of Explora Journeys’ customers have never cruised before. “It would usually take quite a bit of time to get to that share, so I think that is quite remarkable. It means that more and more customers are switching from luxury holidays on land to Explora Journeys, that is definitely a new trend, I love it!”
He said one of the main drivers for new-to-cruise customers booking Explora was its shorter sailings, which are on average only seven nights, while its rivals typically offer cruises of 10, 12 or 14 nights. “A fair share of our customers are business people, I would not be surprised if some are taking advantage of our super-fast wifi and squeezing in some work calls on their cruises!” he added.
Both MSC and Explora have attracted more multi-generation groups this year, which Antonio said he ‘didn’t necessarily expect to see’ as it’s something more typically associated with southern European guests, and more solo travellers, especially single women. “We cater quite well to both these markets, and it’s nice to see. There’s a misconception that luxury cruising is for certain clients, but we like to see families onboard, I think our shorter cruises make Explora more appealing for them.”
