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 departures.

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 introduced.

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."


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