River cruising is no longer just for older travelers — millennials are increasingly being targeted by cruise lines and travel brands.
U by Uniworld, a sub-brand of Uniworld Boutique River Cruise Collection, has launched nine river cruise itineraries designed with millennials in mind, beginning in spring 2018.
“Millennials are curious about river cruising,” said Margie Lenau of Wonderland Family Vacations. “With family-focused partnerships such as Disney’s collaboration with AmaWaterways, river cruising is gaining broader appeal. People in their 20s to mid-40s want to know what a river cruise offers, but cost and available time are important considerations for younger adults.”
U by Uniworld offers four eight-day itineraries that sail the Rhine, Main, Danube and Seine rivers, with overnight stops and extended stays in major cities such as Paris, Vienna, Amsterdam and Budapest. Super Cruise options let travelers combine two or more itineraries into 15- or 22-day journeys, and the program also includes special holiday sailings.
The ship accommodates 120 guests and functions like a modern waterfront hotel, with services and amenities including a taxi-style arrival experience, bar, restaurant, café, nightclub and yoga studio. Onboard programming is geared toward an active, social crowd and features wine-and-paint sessions, mixology workshops and chef’s table demonstrations. Shore excursions are complemented by U Hosts, local guides who introduce travelers to popular hotspots and lesser-known gems in each port.
“This generation often wants to do things differently and make memorable experiences,” said Greg Antonelle, managing director of MickeyTravels LLC. “Platforms such as Instagram and Snapchat let millennials share their travels instantly, so unique trips like river cruises become a way to stand out. Younger travelers aren’t always seeking traditional vacations; they’re looking for fresh, shareable experiences.”
By combining shorter, city-focused itineraries with social onboard programming and curated local experiences, U by Uniworld aims to make river cruising approachable and appealing to travelers who value authenticity, connectivity and well-curated activities.