U by Uniworld, the new millenial-oriented offshoot of Uniworld river cruises, has changed its mind about taking only 21-to-45 year-olds. Either there weren’t enough of them to make a go of it, or too many older folks who want to be in on the cool.
Scheduled to make its first trips in April, U advertised its youthful vibe and activities such as rooftop excursions of Paris, silent discos, craft cocktails and more. Two ships, dubbed The A and The B were redecorated and configured with hang-out spaces, communial dining and more.
But the cruise lines says only the age line is changing. Itineraries and activities stay the same, including trips on the Seine, Rhine and Danube.
“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,” said spokesperson Devyn Barker, in an email. “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 and experiences and each city’s vibrant nightlife.”
Another river cruise operator, Amadeus by Lueftner, is taking a different tack on millenials. It’s also adding two new ships, with 82 cabins, an indoor pool and a “wine cellar bar, and will market them toward the millenial audience, but with a different plan: Corina Luftner, a company exec, says “I don’t want a silent disco, I want to see the destination.” The company sees the key to this market as flexible dining options, different shore excursion offerings, and the like.
