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Uniworld John Fitzsimons finds out how the river cruise line is keeping passengers happy TIMELINE
1976 Uniworld Boutique River Cruise Collection is founded in Los Angeles, California, by Yugoslavian entrepreneur Serba Illich
2004 Uniworld joins The Travel Corporation, which owns other top travel brands including Contiki and Red Carnation Hotels
2011 Uniworld launches its first owned and operated Super Ship, named the S.S. Antoinette
SUM IT UP FOR US Uniworld is a high-end, boutique river cruise line, which has been around for more than 40 years. It offers itineraries across Europe, Russia, Egypt and Asia, as well as a range of themed voyages, such as the Monarch Collection, an exploration of Europe’s aristocratic heritage. Ellen Betridge, CEO of Uniworld, says that
each of the firm’s 18 ships is a “masterpiece on the water”, with each one having a different theme and personality. She gives the example of Maria Theresa, one of the firm’s Super Ships, which is used for voyages along the Danube and Rhine rivers and has been designed to give the feel of 18th-century Europe. Betridge explains: “Passengers go off the ship during the day into these castles and abbeys, and when they come back to the ship, it feels like part of the same destination.” Uniworld is also very focused on its ‘farm-
to-table’ experience, with guests even able to accompany the ship’s chef at certain stop offs to visit local markets and help select the food they’ll be eating later on. Betridge says: “The guests love it, it’s a true experience, bringing together different tastes and textures they’d never have put together themselves.”
WHAT’S THE TARGET MARKET? According to Betridge, the typical Uniworld guest is in their late 50s, “someone who has time, money and really appreciates fine things”. She adds: “Everyone wants to make their age
demographic lower, but we’re happy with ours. They have time and want to travel the world.”
WHY’S IT IN THE NEWS? Nonetheless, Uniworld has most recently atracted atention for its new U by Uniworld trips — cruises aimed at the millennial market. Each feature is designed to appeal to the younger cruiser, with selling points including silent discos, painting sessions with wine, and yoga. There’s also greater freedom in terms of how guests choose to explore each destination, with travellers invited to join guided excursions or discover the city for themselves. Two of the Uniworld’s ships have been
completely renovated, and renamed The A and The B, to meet the requirements of younger cruisers; they’re black on the outside, with open communal spaces and rooſtop lounges. Betridge says that rather than try to atract younger people onto existing cruises, they wanted to build something specifically for this generation.
2014 Uniworld launches the S.S. Catherine, which sails on the Saone and Rhone in France
2017 Uniworld launches the S.S. Joie de Vivre, christened by her godmother Dame Joan Collins
2018 U by Uniworld, the first youth river cruising brand for 21- to 45-year- olds, to begin sailing in the spring
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ABTA Magazine | August 2017
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