For the first time, this year’s Cruise Ship Interiors (CSI) Design Expo Americas will feature a dedicated Attractions & Entertainment Technology Zone, following a period of rapid innovation and investment in the cruise industry’s attractions and entertainment sector.
The event, which runs from 6 – 7 June 2024 in Miami, Florida, will explore the specific benefits and challenges of incorporating new elements such as roller coasters, water coasters, adventure courses, and more onto cruise ships. It is an opportunity for buyers and suppliers to gain inspiration, make connections, and refine their vision for the industry’s future.
One attendee will be MSC Cruises, the world’s third-largest cruise brand. We speak to Ben Wilson, the firm’s head of architecture & concept design, to learn more about the booming on-board attractions trend and why he thinks CSI Design Expo is an event not to be missed.
MSC Cruises’ unique journey
Since its inception, MSC Cruises has carved a remarkable path in the cruise industry. It has rapidly expanded its fleet to 22 contemporary ships. The MSC Group also ventured into luxury travel with the Explora Journeys brand.
MSC Euribia, home to the Ocean Cay Aquapark, amongst other attractions, is currently the most recent ship in the MSC Cruises fleet. However, MSC World America will overtake it as the newest ship when it sets sail in April 2025. This will feature seven districts, a water park, and an 11-deck dry slide. The MSC World Europa, MSC Seascape, MSC Seashore, and MSC Virtuosa are other relatively recent MSC Cruises ships, all of which set sail within the last four years.
The driving force behind MSC Cruises’ success lies in an aggressive pursuit of innovation, explains Wilson.
“One of the other things that make us stand out against the crowd is that we design for everyone,” he adds. MSC Cruises has swiftly risen to the forefront, boasting a fleet that blends European elegance with global accessibility. With ships stationed across diverse regions, from the Mediterranean to the Far East and the Americas, MSC Cruises’s design philosophy resonates with travellers worldwide.
In the ever-evolving landscape of cruise ship entertainment, MSC Cruises is charting new territories and redefining onboard experiences. Traditional attractions like 5D cinemas and VR simulators have become staples. But MSC Cruises’ commitment to pushing boundaries is evident in its ground-breaking ventures. From Race Car simulators to bumper cars and the revolutionary Robotron on MSC Seascape, the cruise line constantly innovates to captivate guests of all ages.
Launched in 2022, Robotron (pictured, top) is a coaster-style ride featuring personalised music and lighting. It was the first of its kind for a cruise line. Riders use a pre-ride touchscreen to choose what they want to listen to as they fly nearly 175 feet above the sea.
Cliffhanger, a brand new attraction created for MSC America, will be the only over-water swing ride at sea when the vessel launches in 2025. This will tower above the top deck in the Family Aventura district.
The benefits of cruise ship attractions
Speaking about the benefits of adding these types of attractions on board, Wilson says:
“Firstly, it gives us a USP versus our competitors. When it comes to a populated market, like the Caribbean or the Mediterranean, that is what will differentiate our ship from others.
“It also means that we’re offering more value for money for our guests. A lot of what we do on board is complimentary. For instance, the 11-deck dry slide that we have on board MSC Europa has no charge. If the customer wants to use it to get down from deck 20 to deck eight, they can go ahead. We’re not trying to nickel and dime our guests at every opportunity.”
He adds that all these attractions also help to disperse guests on sea days.
“We want everyone to have a fair turn. But if everyone’s going to go to the Race Car simulator, that won’t work. So, we need to have many different attractions at different price points to disperse the guests throughout their cruise.
“We like to say that the ship is a destination in itself. Some guests will book with the itinerary as their number one target for their holiday, so they might want to go to some particular countries or ports. Meanwhile, others may choose a ship because of things like this. And actually, it might be that the itinerary destinations are more of a second choice, and the exciting Robotron or dry slide helps them book a particular cruise over another.”
MSC Cruises and industry trends
In terms of some of the key trends when it comes to attractions on cruise ships, Wilson says that, in addition to the typical ‘first at sea’ claims, where operators are trying to outdo each other with the newest, tallest, longest and fastest iterations, he’s also seeing that the cruise world is mirroring trends seen in on-land attractions.
“For instance, we’re seeing more of a hybrid trend emerging when it comes to the function of some of our onboard venues. This is primarily driven by the competitive socialising trend we see on land. One example is our pub and gin bar on MSC World Europa, which also offers pub games. We know that this is a growing trend, for instance, in London, with the likes of Electric Shuffle and Puttshack.
“You don’t just want someone to pop into a venue for a drink and then move on to somewhere else. You want to be able to hold them in that venue, especially if it is large. So, we’re thinking about what else we can offer within those spaces. What are the other reasons for the guests to be there?”
He adds that given the length of time it takes to design and build a cruise ship, it is critical for MSC Cruises to spot these emerging trends early.
Overcoming unique challenges
Designing attractions for cruise ships presents some challenges, from accommodating the vessel’s movement to ensuring passenger comfort amidst dynamic environments. Unlike land-based projects, cruise ship attractions must contend with the fluidity of the sea, requiring innovative solutions and meticulous planning to deliver unforgettable experiences.
“Essentially, the difference between marine and land-based projects is simply that our thing is moving,” says Wilson. “That’s the engineering challenge. They’ve got to deal with the flexibility, torsion and vibration of what is essentially this steel box. But it is just another challenge in our eyes; we know it’s possible. Other cruise lines have added roller coasters; we’ve done the Robotron. It’s not so much a design challenge. It is an engineering challenge.
“On top of that, you’ve got to consider things like the aerodynamics of the ship, as well as guest comfort. There are lots of different factors. However, some land-based projects have to consider hurricanes, tornadoes, and earthquakes. We all have similar challenges; they’re just slightly different.”
MSC Cruises’ commitment to conservation
For MSC Cruises, attractions serve as more than mere entertainment—they embody the cruise line’s commitment to environmental conservation. MSC Cruises’ private islands, such as the Ocean Cay MSC Marine Reserve destination, serve as sanctuaries of sustainability, emphasising the preservation of local ecosystems and cultures.
Beyond offering unique experiences, these exclusive destinations convey MSC Cruises’ dedication to responsible tourism and marine conservation.
“We have these private islands, and of course, there are experiences there, so guests can go scuba diving, paddleboarding, and various other activities. But the important message that we’re trying to convey on the island is about the conservation of the local, ecological and economic values of the area. So, we haven’t just brought these guests to the island to then go to a waterpark. We see it as a physical representation of our values, enabling guests to understand them.
“We’ve got MSC Foundation retail units within our ships, and we’re showing the message with certain paraphernalia on board. But the island itself clearly represents what we’re doing and how we are pushing forward our passion and care for the marine life in that area.”
Embracing trends: the future of cruise ship attractions
As the lines between land-based and onboard entertainment blur, cruise lines are embracing emerging trends to elevate the guest experience. From immersive experiences to hybrid entertainment venues, the industry is evolving to meet the evolving preferences of modern travellers. Events like the Cruise Ship Interiors Design Expo provide an opportunity to discover new concepts and forge partnerships that shape the future of cruise ship attractions, says Wilson.
“I find it essential to be there to speak with the people who can make projects happen. As the head of concepts and architecture, it’s my job to ask for something unique to be presented and pull it together with the team to make that dream a reality. Being in a room full of people with those skills is so valuable.
“It’s also a chance to see something physical rather than leafing through a brochure. In our particular field, because our schedule is so aggressive and we are constantly pumping out new build work, we are quite wrapped up in these projects. But to have this time in Miami solely for this event is great. It is beneficial to speak with sales directors and understand the feasibility of projects at a high level.”
New Attractions & Entertainment Technology Zone at CSI Design Expo
CSI Design Expo Americas will feature a dedicated Attractions & Entertainment Technology Zone this year. Explaining why now is the perfect time for this new introduction, Wilson says:
“I think the lines are becoming more blurred when it comes to attractions and entertainment. Things don’t just belong in one sector or category, which is good as we are all learning from each other’s experience and expertise.
“The more we do these challenging engineering projects, the easier and more feasible they will be. Having this sort of zone involved in the show is key because attractions are a great differentiator for owners and can be a USP for some, getting them either to go on a different ship of their fleet or to choose them over anyone else. It’s certainly something that the guest considers.”
“At the end of the day, yes, we are designing cabins, but we are also designing public spaces, outdoor decks, and water parks. It no longer works to have only dedicated expos for each niche. Having them all in one big room in sunny Miami is better!”
As MSC Cruises ventures into new territories, collaboration becomes vital to its innovative path. Working alongside top designers, engineers, and entertainment experts, the cruise line aims to enhance onboard experiences. With MSC World America on the horizon and a strong focus on sustainability, the future of cruise ship attractions looks promising, offering excitement akin to the vast open sea.
Join CSI in Miami
CSI Design Expo Americas takes place in Miami, Florida, from June 6 to 7. The organiser invites cruise lines, shipyards, design studios, outfitters, and suppliers to participate in the region’s only event dedicated to cruise ship interior design. The event is co-located at the Miami Beach Convention Center with the Hotel & Resort Design South show, welcoming all those involved in designing world-class hotels, resorts, and private island destinations in the South and LATAM.
CSI says: “This year, there’s more to do at CSI than ever before. The program of events is designed to benefit every member of the cruise interiors community, from creatives looking for answers to the questions surrounding the role AI can – or should – play in their workflow, product managers looking to update their company’s materials library to procurement specialists looking to bespoke solutions to their team’s big design challenges.
“The itinerary will include conferences, workshops, Meet The Brand Q&As, sector-specific lunches, and speed networking sessions tailored to everyone from big-picture thinkers who are constantly honing their company’s strategic edge to the movers and shakers to whom networking is the lifeblood of the business.”
To register, please click here.
