Uniworld takes aim to target younger travelers on Europe river cruises.
What’s in a name? Plenty. U by Uniworld, a new river cruise line catering to 18-40 yr olds, will begin Europe river cruises in early 2018. As “U” might expect, U by Uniworld line will offer immersive, authentic and adventurous experiences for what everyone hopes will be a new generation of river cruisers.
Said Ellen Bettridge, President & CEO of Uniworld. “We are targeting an active traveler between the ages of 18 and 40, with everything from the décor, dining and cocktail service to the land activities thoughtfully curated to appeal to, and meet the needs of, this audience.”
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The “New” River Ships
Uniworld will take two of their existing river ships, the River Baroness and the River Ambassador and totally transform them into a very contemporary look and design aimed to appeal to the Me Me Me generation. Or, “U”, as Uniworld calls it. Either way, it’s a smart move.
A-Rosa, a German based cruise line that for years has attracted a mostly under 50-yr European passenger base has slowly reached across the Atlantic to market to North Americans, targeting to what seems to be a younger 35-50 yr old demographic. With their communal dining and all-buffet meals, it’s just more appealing to a younger group. U By Uniworld will also feature communal table dining, a DJ and other features that will attract millennials. This won’t be their parents (or grandparents!) river cruise line.
When Uniworld launches U By Uniworld for millennials in 2018, it will be the first European river cruise line marketed intentionally to 18 – 40 yr. English-speaking passengers. U By Uniworld will feature immersive, experiential itineraries, focusing on longer stays in destinations so guests can experience local entertainment and nightlife. Travelers will have the opportunity to meet locals, discover restaurants and bars in each city, and not feel compelled to sign up for every guide-led shore excursion.
Similar to Contiki, a youth-focused tour operator under same ownership as Uniworld (The Travel Corporation) the new U by Uniworld will be able to tap from Contiki’s years as a leader in youth group tours.
If you’d like to follow Uniworld’s new social media campaign, use the #AllAboutU hashtag on TW, IG and FB. If you don’t know what those acronyms stand for, you’re too old for U by Uniworld!