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.”