Boutique luxury river cruise line Uniworld, normally known for its decadent furnishings and personalised butler service announced it would be targeting a new market – the millennials.

U by Uniworld which is aimed at the 18 to 40 bracket, will be attracting its new river cruisers with international DJs onboard, cocktail mixologists and new culinary programs.

The U by Uniworld cruises will focus on immersive itineraries with extended stays and an emphasis on exposure to local experiences and nightlife.

Passengers will be encouraged to visit local bars and restaurants in their free time, as well as undertake adventurous guided excursions.

Uniworld are even crowd-sourcing additional requests and suggestions for the new product through social media – people can participate by tagging their Twitter, Instagram and Facebook posts with ‘#AllAboutU’.

“U by Uniworld is poised to define the river exploring experience for an entirely new demographic,” stated Brett Tollman, chief executive of Uniworld’s parent company, The Travel Corporation. Their experience reaching younger travellers of a similar demographic through their Contiki and Busabout services should prove invaluable to the new U by Uniworld operation.

‘U by Uniworld’ will be launched on two existing 116-passenger vessels, the River Baroness and River Ambassador. Both ships will undergo an extensive transformation before being relaunched and dedicated to the U by Uniworld brand.

Uniworld have not provided pricing for the U by Uniworld line yet, but it can be assumed that the pricing will be lower to appeal to the younger demographic of passengers. Typically, lower prices are achieved by offering more free time and fewer inclusions.

It is a bold move for Uniworld, who have made a name for themselves through their six-star luxury all-inclusive river cruising experiences. However, none of the major river cruise lines have attempted to market a product specifically dedicated to this particular demographic up to now. This could certainly be a step towards opening up river cruising to a younger crowd.

Sales of U by Uniworld will begin in March 2017, with the first sailings due to start in early 2018.