U by Uniworld Drops Age Restriction

Young travelers walk along the Seine River in Paris
Marketing materials shared by U by Uniworld ahead of the brand's launch emphasized younger travelers. // Photo by U by Uniworld

U by Uniworld is dropping its age restriction, allowing adults of all ages to book, according to a letter the new river cruise brand has provided to Travel Agent. Originally launched with the intention of appealing exclusively to Millennial-age travelers, the river cruise line will now allow passengers over the age of 45 to book.

“We were originally very specific in defining our target market, but what we’ve learned along the way is that age is just a number,” U by Uniworld said in the letter. “By popular demand, we’re removing the age restriction to give more like-minded adults the opportunity to experience this innovative new cruise line.”

The company reports that it will continue to offer the same brand experience, with itineraries that focus on longer stays in each destination to allow guests to connect with local people and experience the nightlife in each destination. The cruise line also reports that it is continuing to work on its next cruise ship, which will allow it to expand beyond Europe into Southeast Asia on the Mekong River in Vietnam.

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As first reported by Travel Agent, U by Uniworld, a sibling brand to Uniworld Boutique River Cruise Collection, was originally conceived as a brand designed specifically to appeal to Millennial- and Generation X-age travelers. When it was initially announced, the brand planned to only allow guests of 18 – 40 years of age to book. It also aimed to lure younger travelers with amenities like “silent discos,” open communal spaces, onboard DJs and shore experiences that emphasized longer stays and independent options.

By the time the brand had opened for bookings last April, however the age range had shifted older slightly, to 21 to 45.

According to the announcement by U by Uniworld, the river cruise brand will continue to offer the same previously announced, experiential amenities, like locally inspired meals; active, immersive shore excursions; and onboard experiences like the aforementioned “silent discos,” mixology classes, yoga and themed parties.

The removal of the age restriction comes as an increasingly diverse array of cruise brands are set to take to the waters. On the oceans, Virgin Voyages is set to launch in two years with an adults-only product, as well as the hip, offbeat vibe the Virgin branding is known for. In the luxury space, Ritz-Carlton is launching the Ritz-Carlton Yacht Collection next year. Executives from both brands shared the latest update at this week’s Seatrade Cruise Global.

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