The experiment of the Travel Corporation in a millennial-focused river cruise line took an unexpected turn, name change.
Ellen Bettridge, Uniworld's CEO, announced to a total of 500 staff members gathered at the annual preseason Kickoff event on the SS Antoinette ship that U by Uniworld had changed its name to U River Cruises.
She added that they had taken a risk with U by Uniworld and had had fun with that. In a reference to the strategic pivots made during line's first year of operation, it reduced the fleet from 2 ships to 1 and dropped the upper age restriction, Bettridge said that brand was not going away but would "continue to evolve, grow and elevate."
According to Brett Tolman, Travel Corporation's CEO, the name change reflected the readiness of the youth-leaning line to stand on its own.