The line launched the scheme in October, offering consumers with valid loyalty club memberships from other cruise lines, hotel companies and tour operators, the opportunity to join MSC Voyagers Club, matching their existing level of benefits with the other travel firms.
MSC said the majority of the 240 customers had come from competing cruise lines – mainly from MSC’s “direct competitor set of mainstream and upmarket cruise lines”. There have also been some new members joining from hotel loyalty schemes.
Giles Hawke, MSC Cruises’ executive director UK and Ireland until April when he leaves the role, said: “The first three months of Status Match have proved what we knew all along – that holidaymakers really appreciate great service, great value and added extras.
“What is most interesting is that we have won over customers who have previously been loyal to our immediate rivals. Cruise lines invest heavily in keeping their regular guests happy, yet we have been able to swoop in and get them to sign up to our loyalty programme.”
MSC had previously launched Status Match in markets including the US, France, Germany and Italy.
Members of the MSC Voyages Club loyalty scheme, which was revamped in summer 2015, receive a 5% discount on cruise prices while there are also onboard privileges across the four tiers of membership: classic, silver, gold and black. Voyages Club members can also receive extra discounts of up to 15% on selected “Voyages Selection” itineraries.
“Clients from the UK have really embraced Status Match and are keen to discover what a cruise with MSC is all about,” added Hawke.
