(IN SHORT) MSC Cruises has introduced MSC Concierge, a new AI-powered digital assistant integrated into the MSC for Me mobile app to provide cruise passengers with real-time onboard assistance and personalised recommendations. Available in more than 90 languages, the free service allows guests to book restaurants, spa treatments and shore excursions, check account information and receive entertainment suggestions through a conversational AI chat interface. CEO Gianni Onorato said the technology is designed to complement onboard hospitality while giving guests greater flexibility and convenience during their cruise experience. Following a pilot programme involving more than 170,000 passengers and over one million messages exchanged, the company plans to roll out MSC Concierge across its full fleet by the end of May 2026.
(PRESS RELEASE) GENEVA, Switzerland, 2026-May-7 — /Travel PR News/ — MSC Cruises has launched a new AI-powered digital assistant called MSC Concierge, introducing a conversational onboard service designed to enhance the guest experience across its cruise fleet through real-time personalised assistance and multilingual support.
The new feature is fully integrated into the MSC for Me mobile application and enables guests to interact with an AI-driven virtual concierge through their smartphones or tablets while onboard. According to MSC Cruises, the service is available free of charge and supports more than 90 languages, providing passengers with instant access to information, recommendations and onboard services without requiring a paid internet package.
The launch represents the latest step in the cruise operator’s broader digital transformation strategy, combining artificial intelligence technologies with onboard hospitality services to improve convenience, personalisation and customer engagement throughout the cruise journey.
Guests using MSC Concierge can ask questions and request services through a conversational chat interface available 24 hours a day. The AI assistant supports a wide range of onboard activities including restaurant reservations, spa bookings, shore excursion purchases, entertainment recommendations, account balance checks and navigation assistance around the ship.
Gianni Onorato said the company remains focused on enhancing the holiday experience across every stage of the customer journey by combining advanced technology with the personal hospitality delivered by crew members. He noted that the new AI-powered service allows guests to personalise their onboard experience more easily while accessing information and services instantly from anywhere on the ship.
According to MSC Cruises, the system has been designed to complement rather than replace human interaction onboard. The company emphasized that the digital concierge is intended to provide additional convenience while allowing crew members to focus on more personalised guest engagement.
The AI assistant is connected directly to guest booking profiles, allowing the platform to tailor responses and recommendations based on individual booking conditions, cabin categories, package selections and travel preferences.
The service has already undergone a pilot programme involving more than 170,000 guests who exchanged over one million messages through the platform. MSC Cruises reported a guest satisfaction rate of 93 percent during the testing phase.
MSC Concierge is currently available on most ships within the company’s fleet, including vessels such as MSC World Europa, MSC Euribia, MSC Virtuosa and MSC World America. The cruise line plans to complete fleetwide deployment by the end of May 2026.
MSC Cruises said the feature is accessible throughout the ship via onboard Wi-Fi connectivity, allowing guests to use the service from cabins, lounges, restaurants, pool decks and other onboard areas without additional connectivity fees.
The launch reflects growing adoption of artificial intelligence technologies within the travel and hospitality sectors as cruise lines, airlines and hotel operators increasingly use AI-powered tools to improve customer service, operational efficiency and personalised guest experiences.
To learn more about MSC Concierge, please visit here or watch this video.
SOURCE: MSC Cruises SA
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