Look out for changes in MSC Cruises' 2011 brochure, due out by the end of this month.
Over lunch last week, MSC's managing director Giulio Libutti told me the Prima Price has gone - it sat alongside the brochure price and surprise, surprise was the only one anyone ever wanted to pay - to be replaced with a box showing the maximum available discount.
The change means MSC can apply the full discount on cruises that are not selling and reduce the amount of money off if the voyage in question is filling up fast.
Classic yield management in other words.
What is more interesting is that MSC is going to have targeted offers for certain groups of passengers at selected times of year - the over 65s, military veterans or anyone still serving in the armed forces and 19 to 29-year-olds travelling with a friend or partner.
There will also be special fares for honeymooners, while couples celebrating their wedding anniversary will receive £8 per person discount for every year of marriage.
The single supplement comes down to 50% and there's a new Family Plan, offering two connecting cabins - one for mum and dad, one for the kids - for the price of three adults.
I reckon that just about covers off everyone one way or another.
A few days ago, MSC announced the mandatory service charge introduced in the UK in February has been removed so now they add a gratuity but you can change it to what you feel appropriate, much the same as the system operated by most other lines.
Definitely a better system for the Brits.
Jane Archer
