January 23, 2018
(10:15 a.m. EST) -- Amadeus River Cruises has become the latest line to offer sailings specifically for the millennial generation.
In a partnership with Zaven Global -- a company that uses brand influencers to create "experiential events" -- Amadeus will begin offering millennial sailings in 2019, featuring five- and six-night voyages on the Rhine, Rhone and Danube.
Amadeus' move follows that of Uniworld, which under the U by Uniworld brand launches two ships dedicated entirely to river cruises for millennials this April.
According to a statement from Amadeus, a celebrity influencer will be onboard each millennial-focused cruise to serve as host while documenting the experience for his or her social media followers.
He or she will also organize a special program for passengers, focusing on topics like healthy living, fitness and nutrition.
The line says it has a list of influencers in place but will not release their names until they begin promoting the sailings. Promotion is expected to start on social media this spring, during a preview cruise, which is being held so the influencers can generate buzz. The line has not yet revealed which ships will be millennial-focused.
"We are very proud to present our outstanding portfolio of river cruises to this new and exciting market and will work hand in hand with Zaven Global's team to create an outstanding experience for millennial passengers," said Marcus Leskovar, executive vice president of Amadeus.
--By Ashley Kosciolek, Editor