U announces a new home for The B in 2020

Growing Demand Following Inaugural Season Prompts Move and New Itineraries

Following its inaugural year, U, the first river cruise dedicated to a new generation of adult travellers, is excited to announce The B will be moving to Central Europe for the 2020 season.

With increasing demand for the region, where sister ship The A also resides, The B will cease operation on the Seine river and resume cruising in the 2020 season with brand new itineraries in Central Europe.

“Being the first means that we’re not only inventing an entirely new sector of the industry, but we’re quite literally in ‘unchartered waters.’ As a brand, will always stay true to its ethos as a sexy, fun, never-before-seen cruise experience, but we also want to remain open to consumer trends and feedback. That is how brands move from concepts to success stories,” said Ellen Bettridge, President & CEO of U“As we look forward, the demand is, overwhelmingly, pointing towards Central Europe, where guests can experience a new city – and sometimes a different country – each day, which simply isn’t feasible on the Seine.  And for a generation that may be new to the concept – that’s really the essence and beauty of river cruising.  Our first year was met with unprecedented buzz, media accolades and consumer engagement and we’re looking forward to continuing the momentum as we welcome The B to Central Europe for her second season.”

In 2020, The B will sail from Brussels to Amsterdam and Amsterdam to Frankfurt, while The A will sail from Nuremberg to Vienna and Vienna to Belgrade. Additional details for the new 2020 itineraries will be announced in the coming weeks.

In addition to U’s popular inclusions, such as mixology classes, silent discos, paint & wine, and sunrise rooftop yoga, guests will also enjoy onboard activities such as rooftop BBQs, karaoke nights, giant board games, themed parties and more.  As an optional add-on, guests can camp on the rooftop, complete with a nightcap cocktail and breakfast picnic basket; experience a U Wine Talk; or purchase a romance package for a special occasion.

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