A trip marketed as the 'world's first cruise for Millennials' has embarrassingly had to dump its no-over-45s age limit, admitting that it'd learned that travel wasn't as much about age as it was about attitude.
Having marketed its European river cruises to the 21-45 age group, U by Uniworld has changed tack and invited Baby Boomers to book a cruise on one of its two ships.
When questioned by British newspaper The Telegraph about the sudden change of heart, Chris Townson, Uniworld's UK managing director, said the decision was "due to demand from both consumers and trade" and that the company learned "the experience [was] less about a number, and more about attracting a new generation of adult travellers to river cruising".
However, the statement about an influx of customer demands is odd considering the number of posts advertising cut-price deals on the cruise’s Twitter – which still has a lot of advertising aimed at the 21-45-year-old market.
Baby Boomers wanting a taste of what it’s like to travel like a Millennial can enjoy a few late-night parties in Budapest, a graffiti art workshop in downtown Paris or can even bust a few moves at a silent disco on board.
As for the décor, passengers can also enjoy modern cabin areas with walls plastered with images of the dreamboats from One Direction and or teenage icon Taylor Swift. The kitchen area features bold black and white prints and the living areas are filled with modern décor, including funky egg stools and indie filament lights. There is even a Polaroid selfie machine for passengers to take a few happy snaps.
Teresa Machan, cruise editor at The Telegraph, comments in the story that while some of these features might not be associated with more mature travellers, they may well enjoy them.
"Some of the most adventurous travellers I've met on ships have been 50-plus - who's to say they don't appreciate hip décor, a laid-back vibe or want to eat avocados for breakfast?" she said.
U by Uniworld may have always struggled to find a big market for cruises amongst Millennials (There's no set date for the generational divides but Millennials are considered to have been born between roughly 1981 and 1996, while Gen Xers were born between 1965 and 1980.) That's because they make up a very small part of the current cruise-buying market.
Over-45s make up 61 per cent of the market in Australia, comared to just 31 per cent for the under-40s. Over-60s alone comprise a bigger market, at 36 per cent, than the under-40s, according to data from Cruise Lines International Association of Australasia.