Uniworld Boutique River Cruise Collection announced the launch of U By Uniworld on Monday, a new addition targeting millennial travelers.
Sales will begin in March 2017, while sailings are scheduled to commence in early 2018.
Notable destinations will include Amsterdam, Paris and Budapest, among others.
The all-inclusive river cruise line also announced that two of its existing ships, the River Baroness and the River Ambassador will undergo extensive renovations and will then be dedicated to U By Uniworld cruises. Highlights of the renovated ships will include communal dining tables, a brand new culinary program, creative mixologists and international DJs.
U By Uniworld's itineraries will be designed to help younger travelers immerse themselves in destinations. Stays will be longer and an emphasis will be placed on experiences.
"U By Uniworld will deliver the same superb quality of authenticity and personalization that the Uniworld brand is celebrated for, while offering a new way for exploratory, younger travelers to experience the pulse of Europe," said Uniworld President and CEO Ellen Bettridge in a statement. "We are targeting an active traveler between the ages of 18 and 40, with everything from the décor, dining and cocktail service to the land activities thoughtfully curated to appeal to, and meet the needs of, this audience."
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Monday's launch coincides with the rollout of a new social media campaign which features the hashtag #AllAboutU. Uniworld is encouraging travelers on Facebook, Twitter and Instagram to share their recommendations and requests for the new experiences.
The cruise line expects to reveal a U By Uniworld website and other information early next year.
"U By Uniworld is poised to define the river exploring experience for an entirely new demographic," said the CEO of Uniworld's parent company The Travel Corporation Brett Tollman in a statement accompanying Monday's announcement. "Uniworld being an integral member of TTC's family of brands gives us a great advantage, as we have been able to tap into the worldwide expertise of our leading youth brands Contiki and Busabout, in order to fully realize this expansion of the Uniworld brand."
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