U by Uniworld has removed the age restriction on its cruises following “feedback” from the travel trade and customers.
The youth river cruise brand, which launches in April, was originally set-up to target a new “demographic” of younger cruisers aged between 21 and 45.
But on Wednesday, a spokeswoman for U by Uniworld said the luxury line was scrapping the age restriction after receiving feedback from agents and customers.
Chris Townson, Uniworld’s UK managing director, said the move had nothing to do with the line struggling to fill its two 120-passenger capacity ships – The A and The B – ahead of its launch next month.
Sailings are planned on the Seine, Rhine and Danube.
Townson said: “Due to demand from both consumers and trade, U by Uniworld has expanded its soon-to-launch river cruises to all adult travellers seeking a new, active and immersive experience along the world’s most popular rivers.
“Originally, U was specific in defining its target market, but has learned that the experience is less about a number, and more about attracting a new generation of adult travellers to river cruising.
“The experience isn’t changing – we’re still taking river cruising in to a whole new space, sailing on sleek, stylish ships, offering adventurous and action-packed itineraries and celebrating each city’s vibrant nightlife.”
President and chief executive of Uniworld, Ellen Bettridge, admitted last year at the Clia River Cruise Conference that bookings from the UK had been “light” shortly after taking eight of its sailings off general sale to offer places to agents.
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