Uniworld Boutique River Cruise Collection has put some clout behind its new brand, U by Uniworld. The new river cruise line devoted to sailings that target the desires of millennial travelers has just announced that bookings are open. 

“Uniworld has always strived to lead innovation in the river cruise industry and we saw a great opportunity with U by Uniworld to reach an entirely new audience,” said Ellen Bettridge, President & CEO of Uniworld. “River cruising is the best and most comfortable way to experience all that Europe has to offer, in an affordable way, and we’re incredibly proud to create a brand that will broaden the interest in this type of experiential travel.”

Nine adventures are now available for reservations by travelers ages 21 to 45 years old looking for a new experience in 2018. These include journeys on the Rhine, Danube and Seine rivers that feature overnight stays in major cities such as Paris, Vienna and Amsterdam. 

Travelers can also transform their eight-day itineraries into a Super Cruise, combining two or more U itineraries into a journey that is more than 15 days long. 

Holiday trips that incorporate Europe’s iconic Christmas markets will also be available from U by Uniworld. Two itineraries will be offered: Dashing Through The Danube and A Merry Little Christmas Cruise. 

Two Uniworld ships, River Baroness and River Ambassador, have been pulled to be relaunched specifically for millennial river cruising. The ships will be known as The A and The B. They will be painted all black and feature a sleek design inside and out. Key features for younger river cruisers include rooftop lounges, a nightclub and yoga studio.  

Onboard activities will also get a contemporary upgrade with drink and draw lessons, mixology and culinary classes. 

U by Uniworld will also transform the included excursions with U-Time outings, which are self-guided tours of cities on the itinerary. 

Eight-day itineraries on The A start at $1,699 per person and include sailings along the Rhine, Main and Danube Rivers. The B, which sails on the Seine River and throughout France, offers fares that begin at $1,999 per person. All prices are based on double occupancy.

— Cruiseable news services