U by Uniworld drops age limits for passengers on cruises aimed at millennials

The world's first cruise line for millennials – which intended to ban over-45s when it launches in April – has been forced to ditch its age limit just weeks before setting sail.

U by Uniworld, a new brand from the well-established cruise operator, had billed its two trendy new ships, called A and B, as strictly for 21- to 45-year-olds. They will still offer nine itineraries on the rivers of Europe, stopping in some of its hippest cities, including Berlin and Amsterdam. Only now the Baby Boomers are belatedly invited to book a place on board too, and enjoy the delights of a bar with blue-tinted lighting reminiscent of a 90s acid rave. Not to mention the below-deck polaroid selfie station.

"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," said Chris Townson, the Uniworld's UK managing director in a statement.

"Originally, U was specific in defining its target market between the ages of 21 and 45, but has learned that the experience is less about a number, and more about attracting a new generation of adult travellers to river cruising."

. Uniworld's marketing has – until now – been tightly focused on millennials. Victoria's Secret model Petra Nemcova is the brand's 'U Guardian Angel' and in February the B appeared as a venue on the ABC TV series The Bachelor - a reality television show in which women compete for the affections of a racing car driver.

Yet now cruisers of all ages are free to revel in the ships' silent discos, Ibiza-inspired rooftop terrace and power smoothies served at communal tables in the restaurant.

"What Uniworld has done with these two new ships – offer a flexible, deconstructed fare without compromising either the itinerary or the on-board environment – can only be commended," says Teresa Machan, Telegraph Travel's Cruise Editor.

"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 adds.

That said, the photos of One Direction and Taylor Swift lining the cabin hallways and PVC booths may not be to the tastes of every mature, intrepid traveller.

The Telegraph, London

See also: Eight things I learnt on my first river cruise

See also: Nine spectacular European rivers you've never heard of