ALL ABOARD WITH YOUNGER DEMOGRAPHIC
Uniworld hopes to redefine cruises for millennials
Boris, a U Host, stood before a group of river cruisers relaxing in the U Lounge, a gathering space seemingly designed by Alice’s Wonderland of Furnishings. He wore all black, as if he had just rolled in from a night of chasing the White Rabbit around Paris. While he spoke, some hands wrinkled with age and others smooth with youth lifted glasses of Riesling to their lips. Then arms slowly began to rise in response to his question.
“Who has been on a river cruise before?” he asked, as barges and sightseeing boats floated by on the Seine.
He glanced around the room at the strong showing.
“Forget everything you know,” he commanded in his German accent.
Bring on the amnesia, and maybe another glass of wine to soften the shock of the new.
Last fall, Uniworld, a major player in the boutique river cruising industry, unveiled U by Uniworld, the rebel kid who’s shaking up the conventional family. Floating down such European waterways as the Seine, Danube and Rhine typically appeals to an older population who can afford the expensive price tag and tolerate the languid pace. Over the years, many river cruise lines have started to incorporate more physical activities, such as biking and yoga, but U is more a disrupter than a tweaker.
“U by Uniworld is attractive to people who want a cruise with less structure, feels less like a tour and has a more young-at-heart vibe,” said Chris Gray Faust, managing editor at Cruise Critic. “They’re more the choose-your-own-adventure type.”
(Uniworld is not the only line branching out. Gray Faust said the Austrian company Amadeus River Cruises will introduce voyages with a similar bent next year.)
If that sounds like millennial bait, then you have cracked the company’s marketing strategy. In fact, in the beginning, the company set an age bracket of 21 to 45. It has since abandoned the birth-year check, but has kept its radical take on river cruising. For instance, instead of daily printouts of the itinerary, the crew communicates with guests via chats on WhatsApp. The U rate, which is significantly cheaper than traditional river cruise prices, includes two meals a day but no alcohol. (Beverage packages are available.) Brunch and all but one dinner are buffet-style, and the restaurant is open during reasonable times. (Meaning not-too-early bird.) No wardrobe change is required from day to night, unless you really want to be that guy in the tie. Most of the free activities involve exercising or imbibing, whereas the U Time excursions, which cost an additional fee, lean toward the historical and cultural.
“We walk, we hike, we bike,” said Boris, who led many of the treks and rides on the Seine Experience cruise in mid-October (ones for 2019, it seems, appear to be booked up already). “We are very sporty.” What we weren’t: all millennials. Our boat was the black swan of the Seine. The double-decker vessel was painted the colour of squid ink. The signage was Classic Silicon Valley: a purple neon “U” in a circle over the word “Uniworld;” “the B,” which is the name of the ship; and the hashtag, #TravelforU. At night, a glowing red heart beat through a window.
At the check-in, I joined the WhatsApp group chat and didn’t have to wait long to receive the first message of the trip: a text from the bar team about the special cocktail of the day, the Limon Bubble. My cabin wasn’t ready, so I ventured down to brunch, passing Britney Spears, Channing Tatum and Chloë Grace Moretz along the way. (Black-and-white photos of celebrities adorn the hallways. If you book a studio cabin, you will lose the balcony but gain Ryan Reynolds.)
The buffet worked like Tinder but for platonics. If you want to make a new friend, simply hang around the omelette or dessert table. That’s how I met Nova Scotians Michelle and Jim, an Air Canada flight attendant and a retiring educator, respectively, and their travel companions, who were celebrating their 35th wedding anniversary. And the Minnesota grandmother, Alice, and her granddaughter, who turned 14 at Versailles. And most of the 40 passengers, really. We were such a small group — the ship can accommodate 120 cruisers — that we soon became familiar with each other’s favourite food groups and drinking habits.