Uniworld Launches Cruise for Millennials

In an industry-first move, Uniworld Boutique River Cruise Collection launched U by Uniworld, a new brand aimed specifically at river cruise travelers aged 18–40.

The boutique cruise collection will feature contemporary ships that offer fewer on-board amenities and , but longer stays in each destination with more free time and curated itineraries that feature immersive and adventurous excursions.

Two Uniworld ships, launched in 1997 and 1999, will be renovated and dedicated to the new U by Uniworld brand. Bookings will begin March 2017 with first sailings set to launch in early 2018.

A few of the ship’s unique features include communal dining tables, a unique culinary program, cocktail mixologists and international DJs, all aimed at bringing in younger, experiential-focused travelers.

“U by UNIWORLD will deliver the same superb quality of authenticity and personalization that the Uniworld brand is celebrated for, while offering a new way for exploratory, younger travelers to experience the pulse of Europe,” said Ellen Bettridge, president and CEO, Uniworld. “We are targeting an active traveler between the ages of 18 and 40, with everything from the décor, dining and cocktail service to the land activities thoughtfully curated to appeal to, and meet the needs of, this audience.”

It remains to be seen if millennials will take to the new brand of river cruises, but the itineraries are certainly a refreshing take on traditional cruises.

Uniworld is simultaneously launching a social media campaign, #AllAboutU, through which they hope to gather feedback on the new brand as well as suggestions for itineraries, onboard amenities and excursion offerings.