Uniworld Boutique River Cruise Collection has become the first river cruise line to actively target millennial travellers with its new U BY UNIWORLD program.
The name – spelled in all caps – also comes with its own hashtag in an effort to better connect with younger travellers who are plugged into social media. Guests are encouraged to share their journeys on Facebook, Twitter and Instagram using the #AllAboutU handle.
“U BY UNIWORLD will deliver the same superb quality of authenticity and personalization that the Uniworld brand is celebrated for, while offering a new way for exploratory, younger travelers to experience the pulse of Europe,” said Ellen Bettridge, President & CEO of Uniworld.
To better target guests between 18 and 40 years of age, Uniworld is putting River Baroness and River Ambassador – two of its oldest ships – under the knife for a stem-to-stern renovation to add a contemporary look and feel to the ship’s interior décor. Communal dining tables will be offered, along with a new culinary program, mixologists, and international DJ’s onboard.
These new U BY UNIWORLD voyages, exact itineraries which have yet to be fully announced, will feature immersive, experiential ports of call, with a focus on longer stays in destinations in order to connect explorers to with authentic, local experiences by both day and night. Fun-seeking travelers will also have the opportunity to meet locals, discover restaurants and bars in each city, and enjoy both independent discovery and adventurous excursions.
“U BY UNIWORLD is poised to define the river exploring experience for an entirely new demographic,” said Brett Tollman, Chief Executive of The Travel Corporation. “Uniworld being an integral member of TTC’s family of brands gives us a great advantage, as we have been able tap into the worldwide expertise of our leading youth brands Contiki and Busabout, in order to fully realize this expansion of the Uniworld brand.”
No doubt they will keep the mirrors…LOL. We were on the Baroness last August, great crew and service and very well kept up but ready for a refurbishment. I like that they are willing to try new things, but retain what keeps them at the top. Their new ship, the Joie de Vivre, seems like a very traditional build for them so I don’t think you have anything to worry about. What amazes me about Uniworld is how white and clean their ships look in comparison to almost all their competitors. Very inviting.
We’re in our late 60s, and have enjoyed seven Uniworld Europe river cruises in the past ten years. Each cruise has been unique and delightful, which is why we continue to stick with Uniworld. We want Uniworld to be successful in everything it does, but we hope it isn’t trying to transition itself into the Carnival Cruises party ships of Europe river cruising.
We’ve been on four, going this summer, hopefully. I don’t know why it wouldn’t work to try something new on their oldest ships. Don’t think they will change their others, they spent too much money to make ships like the Maria Theresa what they are. However, one of the complaints about river cruising is that there are too many pokey geezers on them. Have been guilty of feeling this way a couple of decades ago. What the younger folks don’t realize is that many of us pokey folks would love to go faster if we could. Just a sign of the lack of respect for the elderly or weak in some western cultures. Let them cruise together, sounds good to me.