MSC Cruises has reaffirmed its position as a cornerstone of the Irish cruise market, securing the Supplier Support Team – Cruise award at the 2026 Irish Travel Industry Awards for the third year in a row.
The honour, presented at the gala ceremony in Dublin’s Mansion House and organised by the Irish Travel Agents Association (ITAA) in association with MSC Cruises itself, saw the line triumph over a competitive shortlist featuring Celebrity Cruises, Princess Cruises, Riviera Cruises, Royal Caribbean International, and Silversea Cruises. This recognition celebrates the exceptional dedication of MSC’s Irish team in supporting travel agents, a strength that has earned similar accolades in previous years and underscores the company’s deep-rooted commitment to the trade.
MSC Cruises maintains a strong, proactive presence in Ireland through its dedicated local team, led by Head of Sales Suzanne Rowe and supported by Alanna Byrne and Erica Oglesby. The Supplier Support Team provides agents with personalised, responsive assistance—often highlighted for its accessibility and speed in resolving queries on bookings, promotions, and client-specific needs. Agents across Ireland rely on this expertise to confidently sell MSC’s diverse portfolio, from Mediterranean and Northern European itineraries to transatlantic voyages and exotic Caribbean escapes.
The team’s activities focus heavily on trade engagement and education. Regular familiarisation trips invite Irish agents aboard MSC ships to experience the product firsthand, exploring onboard innovations like family-friendly facilities, gourmet dining, entertainment venues, and the exclusive MSC Yacht Club suite area. These immersive visits equip agents with authentic insights, enabling them to promote MSC effectively. The company hosts appreciation events, networking gatherings, and incentive programmes tailored to the Irish market—such as the recent “Spin and Win” campaign offering agents prizes ranging from goody bags and vouchers to luxury hampers for qualifying bookings, with additional rewards like afternoon tea hampers for Yacht Club sales.
Marketing support is comprehensive and agent-centric. MSC provides co-branded materials, digital assets, and promotional tools for websites, brochures, and social media. The team delivers training sessions and webinars on product updates, including new ships, enhanced sustainability features, and expanded fly-cruise options—particularly relevant with partnerships like Aer Lingus for seamless Dublin departures. Competitive commissions, flexible booking terms, and tools for managing group bookings or instalment payments help agents maximise revenue.
Partnerships with prominent Irish operators amplify MSC’s reach. Agencies including Abbey Travel (positioned as MSC experts), Cassidy Travel, Club Travel, and others feature the line prominently, bundling cruises with flights, transfers, and excursions. MSC’s emphasis on value—through all-inclusive options, kids’ clubs, and diverse entertainment—resonates with Irish families and couples seeking memorable holidays.
Innovation keeps MSC ahead. Recent incentives reward top performers with onboard perks or exclusive events, while the team’s proactive communication ensures agents stay informed on sailings, promotions, and enhancements like expanded shore excursions in UNESCO sites or wellness-focused voyages. Sustainability messaging—highlighting LNG-powered ships and eco-initiatives—aligns with growing consumer priorities.
2026 awards
Previous winners
