The world's first river cruise for millennials went tripping up the Seine recently, with two rooftop venues, mixologists, international DJs, and menu items such as quinoa burgers and miso-marinated wild salmon on board.
The epic party marked the maiden voyage of The B, one of two ships by Uniworld that have been refurbished under its new U by Uniworld brand - cruises tailored specifically for millennials and Generation Xers.
While river cruising is often thought of as the domain of older travellers, Uniworld says its new brand "promises immersive, fun and adventurous travel for 21-45-year-olds".The B's inaugural event in Paris, followed by a preview sailing on the Seine for invited social-media influencers, journalists and travel-industry players, was a display of the kinds of experiences they mean.
The inauguration included a drum circle - "creating a spiritual energy onboard" - and a renaming ceremony for the refurbished ship, formerly the River Baroness, in which guests released biodegradable lanterns "to symbolise letting go".
While it's traditional for ships to have an appointed celebrity "godmother", this one, in keeping with the overhauled cruise concept, has a "guardian angel" - model Petra Nemcova. A survivor of the 2004 tsunami in Thailand, she founded a charity that rebuilds schools and is also a vegan.During the preview journey, U's unique on-board offerings were put on display, with yoga lessons and camping on the top deck, a silent disco party, mixology lessons plus impressionist painting and wine classes.
On shore excursions, the adventurers found U's immersive concept extends as far as a treasure hunt at the Louvre, a secret tour of Versailles, and a Paris City Roofs tour.
The B can carry up to 120 passengers in a variety of rooms, some with triple occupancy. All have waterfront views and built-in bluetooth speakers.
The ship also uses WhatsApp and e-mail for internal communications with guests - because having tomorrow's itinerary printed out on paper and slipped under your cabin door is so old-school.
And yes, there is wifi. Duh.
As millennials are a sociable bunch, the dining is communal. The company is also creating an app that will connect travellers before, during and after their trips. This will launch in March 2018, ahead of the first bookable sailings.
Of course, Uniworld isn't the only company that's courting a younger market.
Last month, Air France launched Joon, its low-cost, subsidiary airline tailored to millennials (18- to 35-year-olds).In keeping with its youthful vibes, Joon's flight-attendant uniform is super casual - white takkies and polo shirts. Passengers can stream entertainment to their own devices, while business travellers will get virtual-reality headsets. In-flight drinks include organic juices, smoothies, cappuccinos and craft beer.Joon's first flights will be on December 1, whereas sailings on The B and U's second ship, The A, will begin next April, with prices starting at R27,600 per person sharing.
Four eight-day itineraries will sail along the Rhine, Main, Danube and Seine, with overnight stops - giving access to the nightlife - in cities such as Vienna and Amsterdam.
Incidentally, they're not kidding about that age thing. Over 45s are strictly not welcome. So hurry up, before you're too old...