The Swiss-owned line said its MSC for Me programme would offer the “very latest advances in customer-centric technology”.

The platform will consist of five elements: Navigation, Concierge, Capture, Organiser and TailorMade and will debut onboard MSC Meraviglia this summer.

To cater for the digital innovations the vessel will be fitted with 16,000 connectivity points, 700 digital access points and 358 informative and interactive screens.

MSC for Me will later be rolled out onboard MSC Seaside in November and the rest of the line’s upcoming builds, while “key features” will then be rolled out across MSC’s 12-ship fleet.

The line is due to christen Meraviglia in Le Havre on June 3 and Seaside in Miami on December 21.

Two more ships, MSC Seaview and MSC Bellissima are currently under construction and will come into service in June 2018 and March 2019.

MSC for Me’s Navigation element gives customers access to a digital smart map and also allow them to locate their children.

The line’s Concierge service is set to enable passengers to book onboard services such as restaurants.

With MSC’s Capture feature guests will have the opportunity to virtually preview excursions in a gallery with interactive screens.

Its Organiser tool will be a mobile-based planning app for guests to book onboard entertainment and dinning arrangement before they embark.

MSC will also use interactive bracelets for the platform’s TailorMade service which feature recommendations based on customer’s preferences and uses facial recognition technology to enable staff take care of guests in a “highly-personalised way”.

The line said that when combined, MSC for Me would provide guests with more than 130 smart features geared toward a “fully optimised holiday experience”.

As reported by TTG last month, the line explained it had spent the past three years developing the platform with a number of major technology firms including Deloitte, Hewlett Packard and Samsung.

MSC officially unveiled the platform during a presentation at ITB Berlin today (March 8).

Antonio Paradiso, managing director MSC Cruises UK and Ireland said: “MSC Cruises has always had innovation at heart. We have the most modern fleet at sea and the next-generation ships we will launch in 2017 will feature the most advanced technology for an enhanced cruise experience.

“Our guests are our first priority and this new digital programme will be yet another way for our guests to customise their holiday to their needs and likes.

"MSC Meraviglia will be the inaugural ship to offer this new state-of-the-art technology, paving the way for a fleet of MSC Cruises smart ships."

Executive chairman Pierfrancesco Vago added: “From day one, innovation has been at the very core of what MSC Cruises stands for. Each time we bring to the market a new class of ship we develop a brand new prototype, so that we can best address the evolving needs of guests.

“The length and scale of our investment plan is unprecedented in the industry and it means that we aren’t just planning ships and experiences relevant to our cruise guests in the next few years, but to those we will welcome onboard as far out as 2030 and beyond.”