Uniworld Boutique River Cruise Collection is to target younger travellers under a new brand called U by Uniworld.
Aimed at holidaymakers aged 18 to 40, the new offshoot will feature updated vessels and longer stays in destinations in Europe.
Uniworld is to revamp 116-passenger sister vessels, River Baroness and River Ambassador, which launched in 1997 and 1999 respectively, to operate under the new brand.
Sales of U by Uniworld will start in March 2017 with the first sailings to begin in early 2018.
The boats will be given a more contemporary look and feel, featuring communal tables for dining, cocktail mixologists and international DJs on board.
Longer stays in each destination are planned to “connect explorers to local experiences and vibrant nightlife”.
Brett Tollman, chief executive of Uniworld parent company, The Travel Corporation, said: “U by Uniworld is poised to define the river exploring experience for an entirely new demographic.”
The company plans to tap into the expertise of its Contiki and Busabout brands, which are aimed at younger travellers.
Uniworld president and chief executive Ellen Bettridge said: “U by Uniworld will deliver the same superb quality of authenticity and personalisation that the Uniworld brand is celebrated for, while offering a new way for exploratory, younger travellers to experience the pulse of Europe.”
A dedicated U by Uniworld brochure and website are due to released in early 2017 together with pricing details.
Uniworld is to run a social media campaign, #AllAboutU, to collate personalised suggestions and requests for all aspects of the U by Uniworld experience, from the itineraries’ adventures and other content to the amenities, dining, music and more.
People are being encouraged to participate by using the #AllAboutU hashtag on Twitter, Instagram and on our Facebook page.
Uniworld is to run a social media campaign, #AllAboutU, to collate personalised suggestions and requests for all aspects of the U by Uniworld experience, from the itineraries’ adventures and other content to the amenities, dining, music and more.
People are being encouraged to participate by using the #AllAboutU hashtag on Twitter, Instagram and on our Facebook page.