MSC Cruises, the world's fourth largest cruise shipping company, will return to the United States when MSC Divina returns to Miami in November, is aiming to carve out a niche in the market rather than become a major player, according to its CEO, CruiseCritic reports on its website.

Speaking exclusively to Cruise Critic, CEO Gianni Onorato said the line was looking to carry "a couple of hundred thousand" passengers across two Miami-based ships -- MSC Divina and new ship MSC Seaside -- by 2017/2018.

He acknowledged that the company needed to change its philosophy to succeed with Americans on its second push into the country. "We need to get there with a different proposal," Onorato said. "And we will be doing that by improving the brand, investing in the organisation and investing in the product."

When asked, Onorato said MSC was considering basing a ship out of New York "before 2022" -- when the last of the line's newbuilds are complete.

Here are some of the specific steps MSC will be taking to appeal to Americans:

Improve the brand: A TV campaign has just been launched in the U.S. which will explain what MSC stands for both literally and figuratively, i.e. 'a Mediterranean experience'.

Investment: The line is investing in its sales forces on both coasts as well as training for cruise specialist agents. It will also re-launch its website to consumers, adapting it to the U.S. market and making it easier to book.

Product: The line will be christening a brand new ship, purpose built for the U.S./Caribbean market in Miami in November 2017. The 154,000-ton, 4,140-passenger ship MSC Seaside, is designed for warm weather, with a huge amount of outdoor public space as well as terraces for all restaurants and bars. It is designed to look like a Miami condo, and appeal to a young, hip contemporary market, the report said.