Uniworld's new cruise line, conceived as a
millennial-focused product, is now available to all adult travelers.
U by Uniworld will sail its first revenue cruise this spring
without the restriction that guests must be between the ages of 21 and 45.
"Due to consumer demand, U by Uniworld has expanded its
soon-to-launch river cruise experience to all adult travelers seeking an
immersive experience," the company said in a statement. "Originally,
U was very specific in defining its target market, but has learned that the
experience is less about a number and more about attracting a new generation of
adult travelers to river cruising."
U by Uniworld was unveiled in late 2016 as a brand for
guests ages 18 to 40. By April 2017, when cruises went on sale, Uniworld
widened the age range to 21 to 45.
Uniworld repurposed two of its vessels to sail for the new
line. The River Ambassador and River Baroness are now The A and The B, repainted
in black. Uniworld sailed a preview cruise on The B last fall.
U by Uniworld is a lower-priced option to Uniworld's main
product. There are fewer included meals and shore excursions. The ships will
stay longer in ports, including some overnights, so that passengers can experience a city's nightlife.
The new line features communal dining tables, cocktail
mixologists and DJs. There are plans to offer excursions such as sea kayaking, "blokarting"
(like wind-surfing but on wheels), pub crawls and quirky walking tours.
"U by Uniworld will remain the same with sexy, stylish
ships and itineraries that focus on longer stays in destination, allowing
guests to connect with local people, experiences and each city's vibrant
nightlife. The brand has no plans to change the product or the way it's
communicated in the marketplace," Uniworld said.
When the concept was introduced, U by Uniworld was the first
river cruise line to exclusively target young travelers. With river cruising traditionally
appealing to guests over 50 (particularly retirees), lines have attempted to
attract younger travelers with active excursions and multigenerational family
Earlier this year, Amadeus River Cruises said it would launch
a series of sailings for millennial travelers in 2019.
"U by Uniworld is poised to define the river exploring
experience for an entirely new demographic," Brett Tollman, CEO of The
Travel Corporation (Uniworld's parent company) said when U by Uniworld was
At the time, Tollman said the company planned to tap into
the expertise of youth travel brands Contiki and Busabout "in order to
fully realize this expansion of the Uniworld brand."