Uniworld will turn the River Ambassador into a new youthful river cruising brand.

Millennials and the next generation of European travellers will be enticed to give river cruising a try with adventure activities and an exciting onboard experience, all packaged together as a new brand from Uniworld Boutique River Cruise Collection.

Dubbed ‘U by Uniworld’, the youth-oriented moniker will chart a vastly different direction to the refined, stately style of luxury river travel plied by the 14 existing Uniworld River Cruises ships in Europe. Exploration will be at the heart of the new brand, with adventure-packed, experiential river cruise itineraries to be developed, aimed at travellers aged between 18-40.

Off-ship activities will adopt a more active feel, which is likely to see fewer art galleries, opera houses and gardens and more nightlife, landmarks, attractions and natural wonders. Itineraries will be more about showcasing a destination to guests, with longer stays allowing for more adventure experiences, restaurants, bars and the opportunity to engage with locals in their day-to-day lives and professions.

The next generation of river cruisers will be targeted Uniworld's new brand.
The next generation of river cruisers will be targeted Uniworld’s new brand.

The label will also adopt more of a focus on social media, with a particular emphasis on using Instagram and Snapchat to reach new and existing clients to experience the rivers and the excitement of cities such as Amsterdam, Paris and Budapest.

The Travel Corporation brand has worked closely with sister youth-oriented brands such as Contiki and Busabout to learn more about what this audience craves and has incorporated it into ‘U by Uniworld’ brand.

Sales on new itineraries will open in March next year, with the first itineraries to set sail from early 2018. Two of Uniworld’s existing ships – the River Baroness & River Ambassador – will undergo extensive renovations to adapt the existing standard of regal luxury into something which will better appeal to younger markets in terms of culture and pricing.

The logo associated with the new 'U by Uniworld' youth-oriented river cruising brand.
The logo associated with the new ‘U by Uniworld’ youth-oriented river cruising brand.

The line said both vessels will retain the same level of authenticity and customisation synonymous with the Uniworld name, but with a style of decor, dining and community that will appeal to younger markets.

Dining will also be refreshed with communal tables to be installed to foster interaction, creative mixologists will be onboard to deliver exciting drinks, while international DJ’s will spin tunes well into the night whenever the ship is in action.