U by Uniworld got off to a bit of a rocky start. But it appears the concept originally intended exclusively for young travelers is gaining traction.
Last week, Time magazine included one of the brand's two ships, the A, in its inaugural list of the World's Greatest Places 2018, "100 destinations to experience right now."
Uniworld Boutique River Cruises CEO Ellen Bettridge says she is especially proud that the ship made the list, which is culled from editor and expert nominations from around the world, because it recognizes much more than cruise lines or travel companies.
The list of 100 destinations also includes parks, hotels, museums, restaurants -- even a library -- that the magazine defines as breaking new ground, leading industry trends and offering guests an experience that's unlike any other.
The A was the only river ship to make the list, putting a proverbial feather in Bettridge's cap for the new product, which during unveiling was initially pitched in 2016 as a lower-priced brand for guests ages 18 to 40. By the time it went on sale, Uniworld had changed the age range to 21 to 45. And earlier this year, the company lifted all age restrictions.
While Bettridge says demand is growing for U's two ships, the A and B, there are still some openings during the popular fall season.
"Very little though," Bettridge said. "I think it took time for people to gravitate to us. The brand is still new. It took time for people to say 'Yes, I want to do that.'"
The average age of U guests, she said, is about 35. The itineraries include more overnight stops and excursions such as pub crawls.
"(The guests) are mostly young professionals," Bettridge said. "Groups of girls, groups of guys, honeymooners. We are even seeing moms and dads in their late 40s and early 50s traveling with their 20-year-olds."
Both of the current U ships sail in Europe and a third will be launched in the Mekong.
For 2019, Bettridge says initial bookings are looking good, including one charter by a dating organization that has sold it out to its members.
As for Uniworld Boutique River Cruises' traditional ships, Bettridge says the line remains focused on its long-term plans to convert the entire fleet to its Super Ship class, with fewer but more spacious cabin options, more amenities and more dining options.
"That's the ultimate plan," she said, noting that Uniworld won two big awards this year, taking the No. 1 spot in from Travel & Leisure and Cruise Critic's Cruisers' Choice Destination Awards.
Both awards are voted on by consumers, which Bettridge said, "makes all the difference in the world."