Ever since it was announced at the end of 2016, there has been much talk and excitement within the river cruise industry surrounding Uniworld’s new brand aimed at millennials. Attempting to cash in on a rising number of 21 to 45-year-olds who are looking to holiday along Europe’s waterways, they have created ‘U’ by Uniworld and this week saw the first guests set sail along the Seine.

Two of Uniworld’s ships have been transformed into ‘the A’ and ‘the B’ for this new venture, sporting a striking matt black finish on their exterior. Many forward-thinking ideas have been employed to try and appeal to the younger age bracket, so let’s take a look at a few of them.

Activities On Board

One of the first hurdles involved in getting younger people interested in river cruising is dispelling the myth that it is ‘boring’. Onboard activities are therefore aimed at giving travellers plenty to do, especially after the sun goes down. Rooftop bars offer somewhere to relax with a drink, DJs ensure the party doesn’t finish early and silent discos make use of an entertainment trend rarely seen on a cruise ship. During the day, guests can join classes for yoga, cocktail mixing, wine tasting and cookery.

Ship Communications

If cruise lines are to attract the interest of millennials then they have to start using some of the technology the new millennium has given us. Instead of daily schedules passed under cabin doors, U by Uniworld is using messaging application WhatsApp to keep guests up to date with what’s happening on board. An app is also in the works to help cruisers stay in touch before, during and after their holiday.

Shore Excursions

Another thing that has been updated for the 21st century is the range of shore excursions. Traditional walking tours are replaced by a tour of the Parisian rooftops, whilst options like a treasure hunt in the Louvre aim to give twenty-somethings a different way to experience museums and historical attractions. There is also a big focus on festivals, ensuring certain itineraries coincide with major events such as Oktoberfest and Amsterdam’s Koningsdag.

Eco-Friendly Practices

In a world where most people are still just coming around to the idea that we need to look after our planet, it seems to be the younger generation that is leading the way in adopting these practices. Therefore, it’s a smart idea for ‘U’ to provide an eco-friendly service on board their ships. Food options include farm-to-table dishes, there are organic BeeKind bathroom products in each cabin and activities clearly point out when things are recyclable or biodegradable.

Food Trends

Food is a big part of any river cruise and a ship with mouth-watering offerings is sure to attract a big crowd. Much of what is available is tied-in with popular food trends that appeal to 21 to 45-years-olds. This is headlined by a great selection of organic and healthy menu options but also stretches to street food, build your own pizza and the opportunity to dine in the home of a local for an authentic culinary experience.

Speaking Their Language

Everything from the uncomplicated names of the ships to the wording used on the website is an attempt to speak to this younger market on their own level. The jargon and general vernacular of the cruise industry can be somewhat daunting for anyone who has never ventured into this world before and so U by Uniworld have worked to modernise this. Itineraries have been given more unconventional titles and cabin grades have been simplified to just three different types. Certain cruising traditions have also been tweaked like, for example, the way ship Godmothers have been reinvented as ‘Guardian Angels’.

All in all, this seems to be a great way of expanding the appeal of river cruising to a younger audience. Anything that can bring this fantastic form of travel to more people can only be a good thing and U by Uniworld has certainly beaten everyone else to the punch.

If you are interested in experiencing this modern form of river cruising, our expert team can help you find the perfect itinerary. Give us a call on 0800 954 0064 to talk to one of our friendly advisers.