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

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?