U by Uniworld, the first river cruise line to target millennial travelers, has canceled its 2019 sailings on its original ship, the B, and will move it to new itineraries in Central Europe in 2020, the company said.
Ellen Bettridge, president and CEO of U, said the B, which launched service last year, will join its sister ship, the A, on central European rivers next year, where there is better demand.
"As we look forward, the demand is, overwhelmingly, pointing towards Central Europe, where guests can experience a new city and sometimes a different country each day, which simply isn't feasible on the Seine," Bettridge said.
The A will operate its 2019 itineraries as originally planned, the company said. In 2020, the B will sail from Brussels to Amsterdam and from Amsterdam to Frankfurt, while the A sails from Nuremberg, Germany, to Vienna and from Vienna to Belgrade, Serbia.
U by Uniworld has struggled since its inception. It was launched as a brand strictly for millennials, but the company quickly removed its 18-to-40 age restrictions. The company said it would use this year to reposition the B and get the ship and its crew ready for new itineraries in 2020.
"Being the first means that we're not only inventing an entirely new sector of the industry, but we're quite literally in 'unchartered waters,'" Bettridge said in a statement Thursday announcing the B's move. "As a brand, U will always stay true to its ethos as a sexy, fun, never-before-seen cruise experience, but we also want to remain open to consumer trends and feedback. That is how brands move from concepts to success stories."