Anne Majumdar

In what can only be described as a dramatic U-turn, U by Uniworld has opened up its millennials-only cruise product to travellers of all ages.

When Uniworld first announced the innovative and hip new offering last year, it was strictly aimed at millennials – or travellers aged between 21 and 45.

In order to lure this new-to-cruise market, U by Uniworld unveiled features like onboard DJs, yoga sessions, a selfie station and stylish, modern decor.

U by Uniworld The B jazz room

U by Uniworld The B room

But now it has announced that older travellers are also welcome on board U by Uniworld vessels.

The move comes just weeks before the April launch of its vessels The A and The B on the rivers of Europe.

Check out KarryOn’s review of the preview cruise which sailed last October.

So why the sudden change?


Fiona Dalton, MD Uniworld Australia

According to Uniworld managing director Australia Fiona Dalton, the shift comes in response to “consumer demand”.

“Originally, U was very specific in defining its target market, but has since learned that the experience is less about a number and more about attracting a new generation of adult travellers to river cruising,” she said.

“U by Uniworld will remain the same with sexy, stylish ships and itineraries that focus on longer stays in a destination, allowing guests to connect with local people, experiences and each city’s vibrant nightlife.”

Will the cruise line’s slick millennial-style actually still appeal to millennials now that the oldies can join in the fun too though?

We’ll have to wait and see.

READ: River cruising for millennials – U by Uniworld is now on sale

READ: Why U by Uniworld is a total game changer for millennials who love to travel

What do you think about the U by Uniworld decision?