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Uniworld Is Launching a New Brand to Sell River Cruises to Millennials

Hannah Sampson

Photo Credit: River Baroness, one of Uniworld's ships, is shown in Normandy. Uniworld is launching a brand for younger river cruisers that will use the vessel after a renovation. Flickr / Tom Barnes

Skift Take

Uniworld is making an interesting play to expand the market for river cruising. We'll be curious to see how the new brand tries to create an experience that appeals to millennials without pandering.

River cruise lines have been talking for years about their wish to get younger travelers on board — though by "younger" they often mean passengers in middle age or early retirement. Now Uniworld Boutique River Cruise Collection is making a play for the sought-after millennial crowd with a new brand. The Los Angeles-based river cruise company, part of The Travel Corporation, made the announcement this week. U by Uniworld is meant to appeal to "youthful adventure seekers" between the ages of 18 and 40, the company says. Citing the "Instagr

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